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Digg It - Public Relations Shock and Awe!
You may be a business, non-profit, public entity or
association manager who has always viewed public
relations through a tactical lens (press releases, broadcast
plugs, brochures, plant tours, etcetera). In which case, you
might react with shock and awe at an approach to public
relations that instead, combines a sound strate
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
gy with
effective communications tactics leading directly to the
bottom line – perception altered, behavior modified,
employer/client satisfied.
As you hopefully switch from a tactical approach to one that emphasizes a strategic plan to achieve your managerial objectives, you may be surprised to find yourself persuading
As you hopefully switch from a tactical approach to one that emphasizes a strategic plan to achieve your managerial objectives, you may be surprised to find yourself persuading
; 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
your key outside audiences to your way of thinking, then
moving them to take actions that allow your department,
group, division or subsidiary to succeed.
The public relations approach you choose will decide the outcome of your program. I suggest these guidelines for your serious consideration: people act on their own per
The public relations approach you choose will decide the outcome of your program. I suggest these guidelines for your serious consideration: people act on their own per
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
eption 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 reaching,
persuading and moving-to-desired-action the very people
whose behaviors affect the organization the most, the public
relations mission is usually accomplished.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
The product of all that work could look like this. Improved relations with government agencies and legislative bodies; a rebound in showroom visits; membership applications on the rise; new thoughtleader and special event contacts; capital givers or specifying sources looking your way; new proposals for strategic alliances
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
and joint ventures; fresh
community service and sponsorship opportunities;
prospects starting to work with you; customers making
repeat purchases; and even stronger relationships with the
educational, labor, financial and healthcare communities.
Let’s talk about your PR people. Will you use your regular public relations sta
Let’s talk about your PR people. Will you use your regular public relations sta
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
ff? People assigned to you from above?
Or will it be PR agency staff? Nevertheless, they must be
committed to you as the senior project manager, and to the
PR blueprint starting with key audience perception monitoring.
Spend as much time as needed to satisfy yourself that team members really believe that it’s crucially import
Spend as much time as needed to satisfy yourself that team members really believe that it’s crucially import
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
ant to
know how your most important outside audiences perceive
your operations, products or services. Be certain they buy
the reality that perceptions almost always lead to behaviors
that can help or hurt your unit.
Another time investment occurs when you review with staff your plan for monitoring and gathering perceptions b
Another time investment occurs when you review with staff your plan for monitoring and gathering perceptions b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
questioning members of your most important outside
audiences. Questions like these: how much do you know
about our organization? Have you had prior contact with
us and were you pleased with the exchange? How much
do you know about our services or products and
employees? Have you experienced problems with our
people or p
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
rocedures?
Professional survey counsel will always be available for the perception monitoring phases of your program, if the budget can bear the cost. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, ina
Professional survey counsel will always be available for the perception monitoring phases of your program, if the budget can bear the cost. But remember that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, ina
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
curacies,
misconceptions and any other negative perception that
might translate into hurtful behaviors.
The final product of your Q&A will highlight the need to do something about the most serious distortions you discovered during your key audience perception monitoring. Of course this will identify your public relations go
The final product of your Q&A will highlight the need to do something about the most serious distortions you discovered during your key audience perception monitoring. Of course this will identify your public relations go
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
al and it might call for straightening out
that dangerous misconception, or correcting that gross
inaccuracy, or stopping that potentially fatal rumor.
Close on the heels of goal-setting will always be strategy- setting. The simple reason is, if you are to be successful, you’re going to need a solid strategy backing up that
Close on the heels of goal-setting will always be strategy- setting. The simple reason is, if you are to be successful, you’re going to need a solid strategy backing up that
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
new goal, a strategy that clearly indicates to you and
the PR staff how to proceed. But do keep in mind that
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, or reinforce it. The wrong
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
strategy pick will taste like peanut butter croutons in
your turtle soup. So, be certain the new strategy fits
well with your new public relations goal. It goes without
saying that you don’t want to select “change” when the
facts dictate a reinforce” strategy.
At this point in the sequence, you’re going to have to prepare a
At this point in the sequence, you’re going to have to prepare a
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
powerful corrective message to be aimed at
members of your target audience. Your PR folks must
come up with words that are not only compelling,
persuasive and believable, but clear and factual. Only
in this way will you be able to correct a perception by
shifting opinion towards your point of view, leading
to the behavior
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
you are targeting.
Now we buckle down and select the communications tactics most likely to carry that message to the attention of your target audience. There are scores of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many
Now we buckle down and select the communications tactics most likely to carry that message to the attention of your target audience. There are scores of available tactics. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many
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
others. But
be sure that those you pick are known to reach folks
just like your audience members.
Because the believeability of a message can actually depend on the perception of its delivery method, you may decide to kick off the corrective message by unveiling the message before smaller gatherings rather than using high
Because the believeability of a message can actually depend on the perception of its delivery method, you may decide to kick off the corrective message by unveiling the message before smaller gatherings rather than using high
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
er-profile tactics such as news releases.
To gather the comparative data you need to produce progress reports, you and your PR people should plan on going back to the field. You’ll end up using many of the same questions used in the first benchmark session. Only this time, you will be watching very carefully for signs that t
To gather the comparative data you need to produce progress reports, you and your PR people should plan on going back to the field. You’ll end up using many of the same questions used in the first benchmark session. Only this time, you will be watching very carefully for signs that t
.
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
e bad news perception is being altered in
your direction.
Just in case things slow down, better be prepared to accelerate matters with more communications tactics and increased frequencies.
Fact of the matter is, what you have done here is move beyond tactics like special events, brochures, broadcast plugs and press releas
Just in case things slow down, better be prepared to accelerate matters with more communications tactics and increased frequencies.
Fact of the matter is, what you have done here is move beyond tactics like special events, brochures, broadcast plugs and press releas
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
es to achieve the very best public
relations has to offer – perception altered, behavior
modified, employer/client satisfied.
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 © 2006
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 © 2006
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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