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Just Other Articles - PR: Short Form for Managers
Experience tells me that too many business, non-profit
and association managers pursue their goals and objectives
largely without the insights, behavioral strategies and
sheer power public relations can bring to the table.
Here’s what I believe they’re missing, i.e., the essentials that flow from the fundamental premise of pu
Here’s what I believe they’re missing, i.e., the essentials that flow from the fundamental premise of pu
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
blic relations,
namely: people act on their own perception of the facts
before them, which leads to predictable behaviors about
which something can be done. So, when we create, change
or reinforce that opinion by reaching, persuading and
moving-to-desired-action those people whose behaviors
affect the organization, the pub
; 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
lic relations mission is
accomplished.
If you are that manager, please recognize that any organization including your own –MUST take into account the perceptions held by those external audiences whose behaviors affect your organization, or the behaviors flowing from those perceptions can hurt.
My first question for you is,
If you are that manager, please recognize that any organization including your own –MUST take into account the perceptions held by those external audiences whose behaviors affect your organization, or the behaviors flowing from those perceptions can hurt.
My first question for you is,
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
is it just a matter of “hits?”
You know, articles or interviews sold to editors? Is that
all there is to public relations?
Or, could there be more to it? Of course there’s more to it!
Why do you want the “hits” in the first place? What are you trying to accomplish?
I believe you want the same thing every other buyer of publi
Or, could there be more to it? Of course there’s more to it!
Why do you want the “hits” in the first place? What are you trying to accomplish?
I believe you want the same thing every other buyer of publi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
c
relations services wants: to change somebody’s behavior in a
way that really helps your organization reach its objectives.
So, wouldn’t it make more sense to start at the beginning and save tactics like “publicity hits” for that moment when you need those “beasts of burden” to do their thing? Namely, to efficiently carry
So, wouldn’t it make more sense to start at the beginning and save tactics like “publicity hits” for that moment when you need those “beasts of burden” to do their thing? Namely, to efficiently carry
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
persuasive messages to a key target
audience of yours?
Sure it would.
So let’s start by taking a close look at those external target publics. They’re so important because how they think and behave can actually determine the success or failure of your operation
Don’t believe it? Look at those audiences whose behaviors dire
Sure it would.
So let’s start by taking a close look at those external target publics. They’re so important because how they think and behave can actually determine the success or failure of your operation
Don’t believe it? Look at those audiences whose behaviors dire
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
ctly affect your organization’s operations, even
those possibly unaware that your organization even exists.
Are they likely to want its services or products?
No.
Look at an external audience where members harbor a serious misconception about the organization. Does this reduce their desire to work with you?
Yes.
Look at an exte
No.
Look at an external audience where members harbor a serious misconception about the organization. Does this reduce their desire to work with you?
Yes.
Look at an exte
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
nal audience some of whose members believe
a grossly negative and inaccurate set of facts about the
organization. Will those people be first in line to work with you?
No.
Obviously, what members of a key target audience believes about your organization matters, and matters a lot!
Why not begin by heading-off such a situation
No.
Obviously, what members of a key target audience believes about your organization matters, and matters a lot!
Why not begin by heading-off such a situation
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
by listing those
outside groups – those target audiences – in order of how much
their behaviors affect your organization?
Start by interacting with those people. Of course, if the budget will stand it, you could use a survey firm to gather their feelings, thoughts and perceptions.
Minus such a budget, however, do it yourself
Start by interacting with those people. Of course, if the budget will stand it, you could use a survey firm to gather their feelings, thoughts and perceptions.
Minus such a budget, however, do it yourself
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
. Fortunately,
your public relations colleagues are already in the opinion
monitoring business and can carefully gauge how these
people feel about your organization. When you interact this
way, you get to ask a lot of questions and gather a lot of
information you really need.
What are you hearing? Misconceptions that need s
What are you hearing? Misconceptions that need s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
traightening
out? Rumors that should not be allowed to exist? Inaccurate
beliefs about your products and services that could drive
people away from you? Do you notice still other perceptions
about you and your organization that need to be altered?
The answers to such questions allow you to create your public relations goal
The answers to such questions allow you to create your public relations goal
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
which will alter, and thus correct, each
misconception, or inaccuracy, or rumor.
You’ve made some real progress by monitoring perceptions within your key target audience, and you’ve established your corrective public relations goal.
Now for the strategy that tells you how to reach that goal. HOW to move forward with your new
You’ve made some real progress by monitoring perceptions within your key target audience, and you’ve established your corrective public relations goal.
Now for the strategy that tells you how to reach that goal. HOW to move forward with your new
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
PR effort is always
challenging, especially when it comes to selecting the right
strategy to tell you how to get where you want to go. There
are just three strategic options available to you when it
comes to handling a perception and opinion challenge.
Change existing perception, create perception where there
may be none,
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
or reinforce it. Since the wrong strategy pick
will taste like too much pepper in your chicken soup, assure
yourself that the new strategy fits comfortably with your
new public relations goal. You don’t want to select
“change” when the facts dictate a “reinforce” strategy.
It’s time to do some more work in the form of “what
It’s time to do some more work in the form of “what
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
ou
are going to say to your key external audience.” If all goes
well, it will alter people’s inaccurate perceptions about
you and the organization.
However, it must be persuasively written so that it is perceived as creditable and believable. And it must speak the truth clearly and with authority.
Your “beasts of burden” s
However, it must be persuasively written so that it is perceived as creditable and believable. And it must speak the truth clearly and with authority.
Your “beasts of burden” s
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
how up at this point. In two words,
communications tactics that will carry your newly-minted
message from your computer direct to the attention of those
key target audience members whose behavior you hope to
alter in your direction.
It is your good fortune that there are scores of such tactics awaiting your call to arms. You
It is your good fortune that there are scores of such tactics awaiting your call to arms. You
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
might use a speech to
communicate your message, or letters-to-the-editor, press
releases, emails, brochures or face-to-face meetings, and
many other tactics.
To find out if you’re making any progress towards your behavioral goal, you will need to REmonitor target audience members as well as local print and broadcast media.
To find out if you’re making any progress towards your behavioral goal, you will need to REmonitor target audience members as well as local print and broadcast media.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
But now, you’ll be looking for perception and attitude changes hopefully produced by the combination of your persuasive messages and carefully targeted communications tactics. And you’ll be asking lots of questions all over again.
Should you be fortunate enough to note considerable movement in opinion in your direction, you
.
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
may consider
your public relations goal as having been achieved.
On the other hand, if little movement is noted, adjustments to the frequency, quantity and tactics mix should be made. Your message also should be reviewed for its content and direction, and tested again for effect with a panel of target group members.
Either
On the other hand, if little movement is noted, adjustments to the frequency, quantity and tactics mix should be made. Your message also should be reviewed for its content and direction, and tested again for effect with a panel of target group members.
Either
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
way, your public relations program is on track and
preparing to deliver the key target audience behaviors your
operation needs to succeed.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 200
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 200
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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