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Digg It - How to Win Big With Public Relations
Hopefully, as a business, non-profit, public entity or
association manager, you will switch from a tactical
approach to public relations, to one that emphasizes
a strategic plan to achieve your managerial objectives.
You may even surprise yourself as you begin to persuade
your key outside audiences to your way of thinking,
then move them
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
to take actions that allow your
department, group, division or subsidiary to succeed.
What you will have done, of course, is combine a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/ client satisfied.
Perhaps most important, you w
What you will have done, of course, is combine a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/ client satisfied.
Perhaps most important, you w
; 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
ll also have done something
positive about the behaviors of the very outside audiences
that MOST affect your operation.
A sure way to win big with public relations.
And it’s yours for the taking when first, you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. And seco
A sure way to win big with public relations.
And it’s yours for the taking when first, you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. And seco
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d, when you employ public relations
activity that creates perception, then behavior change
within that key outside audience.
Of course, you won’t be on your own if you use a roadmap along these lines: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Wh
Of course, you won’t be on your own if you use a roadmap along these lines: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Wh
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
n 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 usually accomplished.
But the fact of the matter is that you will need a lot more than simple tactics like news releases, brochures, broadca
But the fact of the matter is that you will need a lot more than simple tactics like news releases, brochures, broadca
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t plugs and fun-filled special events to get a
satisfactory return on your PR investment. Among the
results business, non-profit, public entity and
association managers can expect are renewed interest
from your key external audiences, new proposals for
strategic alliances and joint ventures; rebounds in
showroom visits; membership appli
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
ations on the rise;
new community service and sponsorship opportunities;
and even new thoughtleader and special event contacts.
Before long it will become obvious that such customers are making repeat purchases; prospects are reappearing, as will stronger relationships with the educational, labor, financial and healthcare communities, im
Before long it will become obvious that such customers are making repeat purchases; prospects are reappearing, as will stronger relationships with the educational, labor, financial and healthcare communities, im
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
roved relations
with government agencies and legislative bodies, and
perhaps even capital givers or specifying sources looking
your way.
But be absolutely certain that your PR people are really committed to the effort because you want your key outside audiences to really perceive your operations, products or services in a positive ligh
But be absolutely certain that your PR people are really committed to the effort because you want your key outside audiences to really perceive your operations, products or services in a positive ligh
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
. Reassure yourself
that your PR staff accepts the basic truth that perceptions
almost always lead to behaviors that can help or hurt
your unit.
Especially important to review your public relations plan with members of your staff. In particular how you will gather and monitor perceptions by questioning members of your most important ou
Especially important to review your public relations plan with members of your staff. In particular how you will gather and monitor perceptions by questioning members of your most important ou
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
side audiences.
Questions like these: how much do you know about our
organization? How much do you know about our services
or products and employees? Have you had prior contact
with us and were you pleased with the how things went?
Have you experienced problems with our people or
procedures?
I think we’re lucky that our PR team members
I think we’re lucky that our PR team members
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
are also
in the perception and behavior business, as are
professional survey firms, and can pursue the same
objective as the survey pros might were they to handle
the perception monitoring phases of your program. For
example, identify untruths, false assumptions, unfounded
rumors, inaccuracies, misconceptions and any other
negative pe
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
ception that might translate into hurtful
behaviors.
Let’s take a moment and address the problems that appeared during your key audience perception monitoring. Probably, your new public relations goal will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that awful r
Let’s take a moment and address the problems that appeared during your key audience perception monitoring. Probably, your new public relations goal will call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that awful r
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
mor.
But how do we reach the PR goal? We have just three strategic choices when it comes to dealing with a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, selecting a bad strategy will taste like honey basting sauce on your spaghetti. So be certain the
But how do we reach the PR goal? We have just three strategic choices when it comes to dealing with a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, selecting a bad strategy will taste like honey basting sauce on your spaghetti. So be certain the
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
ew strategy fits well with your
new public relations goal. For example, you don’t
want to select “change” when the facts dictate a
“reinforce” strategy.
As everyone reading this article knows, persuading an audience to your way of thinking is the hardest kind of work. That’s why it’s so important to structure your message in a compellin
As everyone reading this article knows, persuading an audience to your way of thinking is the hardest kind of work. That’s why it’s so important to structure your message in a compellin
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
, persuasive, believable AND
clear and factual way. Hard work yes, but a must if
you are to correct a perception by shifting opinion
towards your point of view, leading to the desired
behaviors. Review your message with your
communications specialists for its impact and
persuasiveness.
At this juncture, you must carefully identify the
At this juncture, you must carefully identify the
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
recise
communications tactics you believe will reach your target
audience. And you will find literally dozens of them
available to you. 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 f
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
lks
just like your audience members.
By the way, the very credibility of your message can depend on how you deliver it. So, until you’re certain as to its impact, try introducing it initially to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
By this time, in order to pu
By the way, the very credibility of your message can depend on how you deliver it. So, until you’re certain as to its impact, try introducing it initially to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
By this time, in order to pu
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
together a progress report, it’s
probably time for you and your PR folks to get back out in
the field for a second perception monitoring session with
members of your external audience. You can use the same
questions used in the benchmark session, but now you
must stay alert for signs that your communications tactics
have worked and tha
.
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
the negative perception is being
altered in your direction.
Should you be as impatient as I am, you can always speed up matters with a broader selection of communications tactics AND increased frequencies.
Winning big with public relations is largely a matter of switching from a tactical approach to a strategic plan to achieve your manage
Should you be as impatient as I am, you can always speed up matters with a broader selection of communications tactics AND increased frequencies.
Winning big with public relations is largely a matter of switching from a tactical approach to a strategic plan to achieve your manage
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
ial objectives. Your reward will
come as you positively impact the behaviors of the very
outside audiences that MOST affect your operations.
Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box.
Robert A. Kelly © 200
Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box.
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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