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Just Other Articles - Managers: Is PR Crucial to Your Success?
The answer is a loud YES if you’re a business, non-profit,
government agency or association manager. Because
somewhere out there is an external audience or two whose
behaviors can help or hinder your achieving your managerial
objectives. And THAT spells c-r-u-c-i-a-l.
Public relations enters your equation as you begin the action
Public relations enters your equation as you begin the action
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
planning and resource assembly needed to alter individual
perception leading to changed behaviors among your most
important outside audiences. Then, as a manager, PR goes
on to help you persuade those key outside folks to your way
of thinking, then move them to take actions that allow your
department, group, division or subsidi
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ary to succeed.
That’s managerial success you cannot ignore.
And it works because public relations’ underlying premise lays the proper foundation: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion
That’s managerial success you cannot ignore.
And it works because public relations’ underlying premise lays the proper foundation: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
by reaching, persuading and moving-to-desired-action
the very people whose behaviors affect the organization
the most, the public relations mission is usually
accomplished.
What it boils down to, is this: the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside
What it boils down to, is this: the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
audiences,
and thus, managerial success.
But keep in mind as you move forward, that your PR effort will demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.
You’ll be glad you took such a step when new proposals for strategic alliances and j
But keep in mind as you move forward, that your PR effort will demand more than special events, news releases and talk show tactics if you are to receive the quality public relations results you deserve.
You’ll be glad you took such a step when new proposals for strategic alliances and j
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
oint ventures start showing up;
new (and very) welcome bounces in show room visits
occur; capital givers or specifying sources begin to look
your way; customers begin to make repeat purchases;
membership applications start to rise; prospects actually
start to do business with you; politicians and legislators
begin looking at y
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ou as a key member of the business,
non-profit or association communities; and local leaders
begin to seek you out.
By the way, and not so incidentally, your staff PR pros can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain that the PR staff
By the way, and not so incidentally, your staff PR pros can be of real use for your new opinion monitoring project because they are already in the perception and behavior business. But be certain that the PR staff
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
really accepts why
it’s SO important to know how your most important outside
audiences perceive your operations, products or services.
Above all, be sure they believe that perceptions almost
always result in behaviors that can help or hurt your
operation.
Spend a few minutes with staff PR and review your plans with them for
Spend a few minutes with staff PR and review your plans with them for
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
monitoring and gathering perceptions by
questioning members of your most important outside
audiences. Ask questions like these: how much do you
know about our organization? Have you had prior
contact with us and were you satisfied with the exchange?
Are you familiar with our services or products and
employees? Have you experi
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
enced problems with our
people or procedures?
Another reality of PR life? Bringing in survey pros to do the opinion gathering work will be considerably more costly than using those PR folks of yours, who are already in the perception business. But regardless of whether it’s your people or a survey firm asking the questions, t
Another reality of PR life? Bringing in survey pros to do the opinion gathering work will be considerably more costly than using those PR folks of yours, who are already in the perception business. But regardless of whether it’s your people or a survey firm asking the questions, t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
he objective remains the same: identify
untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
Your call for action will establish your PR goal requiring action on the most serious problem areas you uncovered during your key audie
Your call for action will establish your PR goal requiring action on the most serious problem areas you uncovered during your key audie
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
nce perception monitoring. Will it
be to straighten out that dangerous misconception?
Correct that gross inaccuracy? Or, stop that potentially
painful rumor cold?
Of course, setting your public relations goal will demand an equally specific strategy that tells you how to reach that goal. Only three strategic options are avail
Of course, setting your public relations goal will demand an equally specific strategy that tells you how to reach that goal. Only three strategic options are avail
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
able to you when it comes to doing something
about perception and opinion. Change existing
perception, create perception where there may be
none, or reinforce it. The wrong strategy pick will
taste like chicken gravy on your fried eels, so
be sure your new strategy fits well with your new
public relations goal. You certainly d
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
on’t want to
select “change” when the facts dictate a strategy
of reinforcement.
Because you must prepare a persuasive message that will help move your key audience to your way of thinking, good writing becomes paramount. It must be a carefully-written message targeted directly at your key external audience. Select your very
Because you must prepare a persuasive message that will help move your key audience to your way of thinking, good writing becomes paramount. It must be a carefully-written message targeted directly at your key external audience. Select your very
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
best
writer because s/he must come up with really
corrective language that is not merely compelling,
persuasive and believable, but clear and factual if
it is to shift perception/opinion towards your point
of view and lead to the behaviors you have in mind.
As you no doubt are aware, your message will be carried to the attenti
As you no doubt are aware, your message will be carried to the attenti
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
on of your target audience by
communications tactics. And there are many
available. From speeches, facility tours, emails and
brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others.
But be certain that the tactics you pick are known
to reach folks just like your audience members.
The
The
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
WAY you communicate your message is
important since the credibility of any message is
fragile and always up for grabs. Thus, initially, you
may wish to unveil your corrective message before
smaller meetings and presentations rather than
using higher-profile news releases.
To demonstrate progress, you will need to undertake a s
To demonstrate progress, you will need to undertake a s
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
econd perception monitoring session with
members of your external audience. You’ll want
to use many of the same questions used in the
benchmark session. But now, you will be on strict
alert for signs that the bad news perception is being
altered in your direction.
In the event there is a loss of program momentum, you should k
In the event there is a loss of program momentum, you should k
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
now that you can always speed things
up by adding more communications tactics as well
as increasing their frequencies.
Clearly, PR is crucial to any manager’s success if for no other reason than that s/he needs the kind of public relations effort that leads directly to achieving their managerial objectives. Then, and only then, w
Clearly, PR is crucial to any manager’s success if for no other reason than that s/he needs the kind of public relations effort that leads directly to achieving their managerial objectives. Then, and only then, w
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ill
they enjoy the best public relations has to offer,
especially the quality results they believe they deserve.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: you must use the Robert A. Kelly byline, and resource box.
Robert A. Kelly © 2006
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: you must use the Robert A. Kelly byline, and resource box.
Robert A. Kelly © 2006
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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