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Just Other Articles - PR: Time For a New Playbook?
When your public relations results pretty much depend on whether your news item gets used in a newspaper column or on a radio talk show, you may be ready for a fresh approach.
Why not shoot for a 1-2 PR punch?
First, focus sharply on those external audiences who play a major role in just how su
Why not shoot for a 1-2 PR punch?
First, focus sharply on those external audiences who play a major role in just how su
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
ccessful a business, non-profit or association manager you will be.
And second, use the proactive public relations blueprint outlined below to help you persuade those important outside stakeholders to your way of thinking. Then move them to take actions that lead to the success of your departmen
And second, use the proactive public relations blueprint outlined below to help you persuade those important outside stakeholders to your way of thinking. Then move them to take actions that lead to the success of your departmen
; 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
t, division or subsidiary.
You need a simple plan -- the fundamental premise of PR, as it turns out -- that gets everyone working towards the same external audience behaviors, and puts your public relations effort back on track.
Here’s the blueprint:
“People act on their own perception of the
You need a simple plan -- the fundamental premise of PR, as it turns out -- that gets everyone working towards the same external audience behaviors, and puts your public relations effort back on track.
Here’s the blueprint:
“People act on their own perception of the
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
facts before them, which leads to predictable 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 accomp
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
lished.”
And here’s a good way to put that blueprint to work in your organization as you pursue external audience behaviors that lead directly to achieving your objectives.
By the way, I’m talking about behaviors changes like welcome bounces in showroom visits, community leaders beginning to se
And here’s a good way to put that blueprint to work in your organization as you pursue external audience behaviors that lead directly to achieving your objectives.
By the way, I’m talking about behaviors changes like welcome bounces in showroom visits, community leaders beginning to se
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ek you out; membership applications on the rise, customers starting to make repeat purchases; organizations proposing strategic alliances and joint ventures; prospects starting to do business with you; politicians and legislators unexpectedly viewing you as a key member of the business, non-profi
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
t or association communities; and even capital givers or specifying sources beginning to look your way.
Get started by sitting down and actually listing those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives. Then prioritize them by impact severi
Get started by sitting down and actually listing those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives. Then prioritize them by impact severi
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
y and begin work with the target audience in first place on your list.
Of course you’re probably data-challenged because you aren’t certain just how most members of that key outside audience perceive your organization.
There’s a good chance you don’t have the budget to accommodate professional
Of course you’re probably data-challenged because you aren’t certain just how most members of that key outside audience perceive your organization.
There’s a good chance you don’t have the budget to accommodate professional
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
survey work. So you and your PR colleagues (they should be quite familiar with perception and behavior matters) must monitor those perceptions yourself.
Interact with members of that outside audience by asking questions like “Have you ever had contact with anyone from our organization? Was it a
Interact with members of that outside audience by asking questions like “Have you ever had contact with anyone from our organization? Was it a
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
satisfactory experience? Are you familiar with our services or products?” Stay alert to negative statements, especially evasive or hesitant replies. Watch carefully for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be correcte
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d, because experience shows they usually lead to negative behaviors.
So, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you now select the specific perception to be altered, and that becomes your public relations goal.
B
So, because the obvious objective here is to correct those same untruths, inaccuracies, misconceptions and false assumptions, you now select the specific perception to be altered, and that becomes your public relations goal.
B
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
ut a PR goal without a strategy to show you how to get there, is like a bratwurst without the onions. That’s why you must select one of three strategies especially designed to create perception or opinion where there may be none, or change existing perception, or reinforce it. The challenge here
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
(a small one) is to insure that the goal and its strategy match each other. You wouldn’t want to select “change existing perception” when current perception is just right suggesting a “reinforce” strategy.
Now it’s your writer’s turn to prepare a compelling message carefully designed to alter yo
Now it’s your writer’s turn to prepare a compelling message carefully designed to alter yo
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
ur key target audience’s perception, as called for by your public relations goal.
It may be that combining your corrective message with another newsworthy announcement of a new product, service or employee will lend more credibility by not overemphasizing the correction.
The new message must be
It may be that combining your corrective message with another newsworthy announcement of a new product, service or employee will lend more credibility by not overemphasizing the correction.
The new message must be
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
very clear about what perception needs clarification or correction, and why. Your facts must be truthful and your position must be logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction. In other words,
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
your message must be compelling.
Now you select your “beasts of burden,” the communications tactics you will harness to carry your persuasive new thoughts to the attention of that external audience.
Luckily, the list of tactics is a long one. It includes letters- to-the-editor, brochures, press
Now you select your “beasts of burden,” the communications tactics you will harness to carry your persuasive new thoughts to the attention of that external audience.
Luckily, the list of tactics is a long one. It includes letters- to-the-editor, brochures, press
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
releases and speeches. Or, you might select radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are dozens in waiting and the only selection requirement is that those you choose have a record of reaching people just like the members of your key target a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
udience.
Those around you will soon inquire if any progress is being made. Of course you’ll already be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you will now look carefully for indicatio
Those around you will soon inquire if any progress is being made. Of course you’ll already be hard at work remonitoring perceptions among your target audience members. Using questions similar to those used during your earlier monitoring session, you will now look carefully for indicatio
.
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
ns that audience perceptions are beginning to move the way you want them to move..
Happily, you can always speed up the process by adding more communications tactics, AND by increasing their frequencies.
But, as this article suggests, building your PR playbook around communications tactics is s
Happily, you can always speed up the process by adding more communications tactics, AND by increasing their frequencies.
But, as this article suggests, building your PR playbook around communications tactics is s
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
elf-defeating. Instead, use your tactics as originally intended, to carry messages. What must come first is an aggressive public relations plan such as that outlined above that targets key stakeholder behavior change leading directly to achieving your department, division or subsidiary objectives
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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