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Digg It - The Granddaddy of PR Strategies
Granddaddy because this public relations strategy
has always been true, and because it delivers to
business, non-profit, public entity and association
managers, the best value public relations has to offer.
Value in the form of doing something really significant about those important outside audience behaviors that MO
Value in the form of doing something really significant about those important outside audience behaviors that MO
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
ST affect the department, group,
division or subsidiary unit you manage. Then letting
you take advantage of the perception levels you’ve
achieved as those key external audiences of yours
become persuaded to your managerial way of thinking.
What you end up with, of course, is public relations activity that creates per
What you end up with, of course, is public relations activity that creates per
; 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
eption and behavior change
among your key outside audiences – behavior change
that leads directly to achieving your managerial
objectives.
Here’s a blueprint outlining how to manage this kind of public relations. People act on their own perception of the facts before them, which leads to predictable behaviors about
Here’s a blueprint outlining how to manage this kind of public relations. People act on their own perception of the facts before them, which leads to predictable behaviors about
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
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 usually is
usually accomplished.
There should no longer be any doubt about whether you’ll
There should no longer be any doubt about whether you’ll
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eed a lot more than news releases, brochures,
special events and broadcast plugs to get a satisfactory
return on your PR investment. Among the results
business, non-profit, public entity and association
managers can expect from this kind of public relations
are new proposals for strategic alliances and joint
venture
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s; rebounds in showroom visits; membership
applications on the rise; community service and
sponsorship opportunities; enhanced activist group
relations, and expanded feedback channels, and even
new thoughtleader and special event contacts.
In due course, you should notice customers making repeat purchases; prospects
In due course, you should notice customers making repeat purchases; prospects
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
eappearing; stronger
relationships with the educational, labor, financial and
healthcare communities; improved relations with
government agencies and legislative bodies, and
perhaps even capital givers or specifying sources
looking your way.
Because you want your key outside audiences to really perceive your operat
Because you want your key outside audiences to really perceive your operat
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
ions, products or services in a
positive light, be sure that you and your PR staff are
really on the same page in the hymn book.. Reassure
yourself that they accept the basic truth that perceptions
almost always lead to behaviors that can help or hurt
your unit.
Review with your people how you will gather and monit
Review with your people how you will gather and monit
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
r perceptions by questioning members of your
most important outside 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 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
roblems with our people or procedures?
Although somewhat expensive, you can always depend on professional survey people to handle the perception monitoring phases of your program. But fortunately, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, fal
Although somewhat expensive, you can always depend on professional survey people to handle the perception monitoring phases of your program. But fortunately, your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, fal
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
Setting your public relations goal requires that you address the problems that appeared during your key audience perception monitoring. It’s likely that your new goal will call
Setting your public relations goal requires that you address the problems that appeared during your key audience perception monitoring. It’s likely that your new goal will call
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
or straightening out that dangerous
misconception, or correcting that gross inaccuracy,
or doing something about that awful rumor.
To show you how to get there, you’ll need the right strategy. And, luckily, you have three such strategy choices when it comes to handling a perception or opinion challenge: create percep
To show you how to get there, you’ll need the right strategy. And, luckily, you have three such strategy choices when it comes to handling a perception or opinion challenge: create percep
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
tion where there may
be none, change the perception, or reinforce it.
Unfortunately, selecting a bad strategy will taste like
grape salsa on your caviar, so be certain the new strategy
fits well with your new public relations goal. For example,
you don’t want to select “change” when the facts dictate
a “reinforce” s
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
rategy.
Since persuading an audience to your way of thinking is hard labor, the way in which you put together your corrective message is top priority. Especially when you’re looking for language that is compelling, persuasive, believable AND clear and factual. Yes, hard work, but a must if you are to correct a percep
Since persuading an audience to your way of thinking is hard labor, the way in which you put together your corrective message is top priority. Especially when you’re looking for language that is compelling, persuasive, believable AND clear and factual. Yes, hard work, but a must if you are to correct a percep
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
tion 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.
You want your communications tactics to carry your words to the attention of your target audience, so you need to select the precise tact
You want your communications tactics to carry your words to the attention of your target audience, so you need to select the precise tact
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
cs most likely to reach them.
Fortunately, you can pick from dozens of available tactics.
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 folks just like your audienc
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
e
members.
The credibility of your message can be dependent upon HOW you deliver it. Which means you might try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
Shortly, you’ll need to produce a progress report, which means you and y
The credibility of your message can be dependent upon HOW you deliver it. Which means you might try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
Shortly, you’ll need to produce a progress report, which means you and y
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ur PR folks should get back out in the
field for a second perception monitoring session with
members of your external audience. Yes, you can use
the same questions used in the first benchmark session,
but now you must stay alert for signs that your
communications tactics have worked and that the
negative perception
.
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
is being altered in your direction.
By the way, things can always be accelerated with a broader selection of communications tactics AND increased frequencies.
Yes, I call this the “Granddaddy” of PR strategies because human nature hasn’t changed over the millenia. People have always acted upon their perceptions of the
By the way, things can always be accelerated with a broader selection of communications tactics AND increased frequencies.
Yes, I call this the “Granddaddy” of PR strategies because human nature hasn’t changed over the millenia. People have always acted upon their perceptions of the
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
facts
they hear, see or read about an organization or person,
then behaved accordingly.
Thus, remember please, a single issue – for example, a potentially dangerous, unattended perception among a key audience, and its resulting behaviors, can spread like wildfire nudging any operation closer to failure than success
Thus, remember please, a single issue – for example, a potentially dangerous, unattended perception among a key audience, and its resulting behaviors, can spread like wildfire nudging any operation closer to failure than success
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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