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Just Other Articles - Why PR is an Engine for Economic Growth
Business, non-profit and association managers committing their public relations resources to (1) doing something about the behaviors of those important outside audiences that most affect their operation, (2) creating the kind of external stakeholder behavior change that leads directly to achieving their managerial objectiv
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
es, and (3) doing so by persuading those key outside folks to their way of thinking by helping to move them to take actions that allow their department, division or subsidiary to succeed – greatly increase the chances of success for their operation.
Thus, feeding the engine of their own economic growth AND that of the nat
Thus, feeding the engine of their own economic growth AND that of the nat
; 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
ion at large.
But, in reality, it takes more than good intentions for any manager to alter individual perception leading to changed behaviors, something of profound importance to ALL business, non-profit and association managers.
What they need is a simple PR blueprint that gets everyone working towards the same external
But, in reality, it takes more than good intentions for any manager to alter individual perception leading to changed behaviors, something of profound importance to ALL business, non-profit and association managers.
What they need is a simple PR blueprint that gets everyone working towards the same external
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
audience behaviors insuring that the organization’s public relations effort stays sharply focused.
For example, a blueprint like this: 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 by rea
For example, a blueprint like this: 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 by rea
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
In that way, those same business, non-profit and association managers can see results such as new proposals for strategic alliances and joint ventures; customers ma
In that way, those same business, non-profit and association managers can see results such as new proposals for strategic alliances and joint ventures; customers ma
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ing repeat purchases; prospects starting to work with them; membership applications on the rise; capital givers or specifying sources looking their way, and even bounces in showroom visits.
But HOW those managers pull that off forms the real challenge.
Here’s how the best of them can do it. They find out who among their
But HOW those managers pull that off forms the real challenge.
Here’s how the best of them can do it. They find out who among their
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
key external audiences is behaving in ways that help or hinder the achievement of their objectives. Then, they list them according to how severely their behaviors affect their organization.
But precisely HOW do most members of that key outside audience perceive their organization? If the budget to pay for what could be co
But precisely HOW do most members of that key outside audience perceive their organization? If the budget to pay for what could be co
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
tly professional survey counsel isn’t there, Ms. or Mr. manager and his or her PR colleagues will have to monitor those perceptions themselves. Actually, they should be quite familiar with perception and behavior matters.
Getting that activity under way means meeting with members of that outside audience and asking questi
Getting that activity under way means meeting with members of that outside audience and asking questi
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ons like “Are you familiar with our services or products?” “Have you ever had contact with anyone from our organization? Was it a satisfactory experience?” And if you are that manager, you must be sensitive to negative statements, especially evasive or hesitant replies. And watch carefully for false assumptions, untruths,
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
isconceptions, inaccuracies and potentially damaging rumors. When you find such, they will need to be corrected, as they inevitably lead to negative behaviors.
The job now is to select the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccur
The job now is to select the specific perception to be altered which then becomes your public relations goal. You obviously want to correct those untruths, inaccur
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
acies, misconceptions or false assumptions.
One of the painful aspects of the whole drill is that a PR goal without a strategy to show you how to get there, is like a three-bean salad without the beans. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be non
One of the painful aspects of the whole drill is that a PR goal without a strategy to show you how to get there, is like a three-bean salad without the beans. So, as you select one of three strategies (especially constructed to create perception or opinion where there may be non
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
e, or change or reinforce it,) what you want to do is 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 that “reinforce” strategy.
The moment has come when you must create a compelling message carefully construc
The moment has come when you must create a compelling message carefully construc
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
ed to alter your key target audience’s perception, as specified by your public relations goal.
Keep in mind that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by downplaying the apparent need for such a correction.
The content of the messa
Keep in mind that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by downplaying the apparent need for such a correction.
The content of the messa
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
ge must be compelling and quite clear about what perception needs clarification or correction, and why. Of course you must be truthful and your position logically explained and believable if it is to hold the attention of members of that target audience, and actually move perception in your direction.
Some allude to the c
Some allude to the c
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
mmunications tactics necessary to move your message to the attention of that key external audience, as “beasts of burden” because they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
Actually, we have a wide choice because the list of tactics is long indeed. It includes lett
Actually, we have a wide choice because the list of tactics is long indeed. It includes lett
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
ers-to-the-editor, brochures, press releases and speeches. Or, you might choose radio and newspaper interviews, personal contacts, facility tours or customer briefings. There are scores available and the only selection requirement is that the communications tactics you choose have a record of reaching people just like 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
embers of your key target audience.
Of course, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.
It won’t be long before those around you will be asking about progress. But you will already be hard at work remonitoring perceptions among your target audience membe
Of course, things can always be accelerated by adding more communications tactics, AND by increasing their frequencies.
It won’t be long before those around you will be asking about progress. But you will already be hard at work remonitoring perceptions among your target audience membe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rs to test the effectiveness of your communications tactics. Using questions similar to those used during your earlier monitoring session, you’ll now become beady-eyed looking for signs that audience perceptions are beginning to move in your general direction.
Yes, performed in this manner, public relations obviously does
Yes, performed in this manner, public relations obviously does
.
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
feed the engine of YOUR economic growth and, thus, that of the nation at large.
But do keep your eye on the core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or sub
But do keep your eye on the core of this approach: persuade your most important outside audiences with the greatest impacts on your organization to your way of thinking. Then move them to take actions that help your department, division or sub
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
sidiary prevail.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1085 including guidelines and resource box.
Robert A. Kelly © 2004
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1085 including guidelines and resource box.
Robert A. Kelly © 2004
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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