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Parties, videos, booklets and column plugs?

Or public relations that does something positive and directly about those important outside audiences of yours whose behaviors most affect your operation?

How happy are you -- as a business, non-profit or association manager -- when you see your PR folks futzing around

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

with special events, brochures, press releases and TV talk show mentions?

Especially at a time when you probably need to create the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives?

What it comes down to is this: are you simply looking for publicity, or

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

do you want public relations that really CAN change individual perception and lead to equally changed stakeholder behaviors that help you get your PR money’s worth?

If that sounds more like it, here’s the roadmap for you: people act on their own perception of the facts before them, which leads to predictab

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

le behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired- action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

Here’s where that roadmap can go: customers s

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

tarting to make repeat purchases; membership applications on the rise; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; prospects starting to do business with you; higher employee retention rates, capital givers or

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.

Do you believe your PR team will accept such a blueprint? Will they show commitment to its implementation, starting with key audie

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

nce perception monitoring? Fortunately, your PR people are already in the perception and behavior business, so they should be of real use for this initial opinion monitoring project.

What they really need to accept is why it’s SO important to know how your most important outside audiences perceive your opera

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

tions, products or services. Namely, the reality that perceptions almost always result in behaviors that can help or hurt your operation.

Review your game plan with them, especially details for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions lik

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

e these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

You may find that using professional survey firms to d

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

o the opinion monitoring work can be costly so, as noted, you may wish to use those PR folks of yours in that capacity since they’re already in the perception and persuasion business. But, whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false as

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

umptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.

At this juncture, you want a PR goal that does something about the most serious distortions you discovered during your key audience perception monitoring. It may be to stra

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ighten out that dangerous misconception? Or correct that gross inaccuracy? Or, stop that potentially painful rumor cold?

Naturally, without the right strategy to tell you how to proceed, you won’t get there at all, So please remember that you have just three strategic options available to you when it comes to

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

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 whipped cream on your barbequed ribs, so be sure your new strategy fits well with your new public relations goal. You wouldn’t want to

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

select “change” when the facts dictate a strategy of reinforcement.

Fact is, it’s always a challenge to create an actionable message that will help persuade an audience to your way of thinking. Nevertheless, you must produce that well-written message and send it to members of your target audience. So you mus

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

t use your strongest writer because s/he must build some very special, corrective language. Words that are not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you want.

With draft copy in hand, yo

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

u move on to the communications tactics most likely to carry your message to the attention of your target audience. There are scores available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But you must be certain

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

that the tactics you pick are known to reach people like your audience members.

The need for a progress report will crop up about now which is your signal to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the first b

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

enchmark session. But now, you will be on red alert for signs that the bad news perception is being altered in your direction.

Please remember that efforts such as these usually can be accelerated simply by adding more communications tactics and increasing their frequencies.

Experience shows that the kind of

.

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

public relations that will matter most to you will be PR that recognizes that the people you deal with behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Which means you must move rapidly to create the kind of key stakeholder behavior change that

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

leads directly to achieving your managerial objectives.

end

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. Word count is 1070 including guidelines and resource box. Robert A. Kelly © 2005

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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I want to say something quite clearly and emphatically, and ask you to repeat it to yourself a few times: MY COMPENSATION IS ENTIRELY ARBITRARY! For example, let’s say you write computer programs for a software company that packages your “code” into products that it sells to customers. You will probably be paid a salary, perhaps earn an annual bonus, and accrue some vacation time. You may also get some benefits, including a partially paid health plan. All of this seems so normal, so typical that you never question this menu of dollars and perks. Sure, you may want a greater helping of salary, but still, as long as there is a salary and a few other goodies, you’re set. But what if one of your software programs really takes off in the marketplace? Will you be entitled to receive royalties from it, have any ongoing equity interest in it, or ever be able to claim a bigger desk, a reserved parking space, or any material advantage from its performance? The short answer is “no,” not because you can't, but because it isn't traditional and you haven't negotiated for it, says Dr. Gary S. Goodman, best-selling author, keynote speaker and seminar producer, and Fortune 1000 consultant.

In Part 1, we looked at ways to mirror and match the actions of other people. This time, we will examine sense modalities and show how you can use them to create Instant Rapport. Most of us are bless...

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