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Referring to tactics like press releases, special events, brochures and broadcast plugs as “the heart of the practice of public relations” is like describing eviction notices as “the heart of the practice of law,” or employment applications as “the heart of the practice of human resources.”

Each restrictively misleading. Each out-of-touch with reality. Ea

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

ch damaging to the discipline.

In the case of public relations, tactics are what they are, valuable devices which public relations calls upon from time-to-time to move a message from one point to another. But that’s all they are.

If you are a business, non-profit, government agency or association manager, be aware that your PR effort must demand more than

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

special events, press releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.

For a manager, a good first step in that direction would be to scan the underlying premise of public relations: people act on their own perception of the facts before them, which leads to predictable b

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ehaviors 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.

In my view, managers wishing to strengthen the role of public relations in their units shoul

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

see PR as an investment which (1), marshalls the resources and action planning needed to alter individual perception leading to changed behaviors among their most important outside audiences. And (2), goes on to help managers persuade those key folks to their way of thinking, then (3) moves them to take actions that allow the manager’s department, group, d

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ivision or subsidiary to succeed.

The good news for those managers is that the right public relations planning really CAN alter individual perception and lead to changed behaviors among key outside audiences.

You may be such a manager. If you are, try to remember that your PR effort must demand more than communications tactics if you are to receive the qua

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

lity public relations results you deserve.

The results will make it all worthwhile. Especially when new proposals for strategic alliances and joint ventures start showing up; membership applications start to rise; prospects actually start to do business with you; capital givers or specifying sources begin to look your way; welcome bounces in show room vis

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

its occur; customers begin to make repeat purchases; politicians and legislators begin looking at you as a key member of the business, non-profit or association communities; and community leaders begin to seek you out.

Your new opinion monitoring project will welcome the input of your public relations professionals because they are already in the perception

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

and behavior business. But be certain that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Above all, be sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.

Review with them how you plan to gather and m

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

onitor perceptions by questioning members of your most important outside audiences. Suggest that questions like these be asked: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people o

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

r procedures?

The use of survey pros to run your opinion gathering work could be a costly move compared to using those PR folks of yours who already have relevant experience. But whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconception

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

s and any other negative perception that might translate into hurtful behaviors.

Goal-setting, always an important step, should address the most serious problem areas uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor col

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

?

It’s obvious that establishing your PR goal requires a specific strategy that shows you how to reach that goal. Remember that just three strategic options are available to you when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

taste like chitterlings in your oatmeal., so be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinforcement.

This is the time to produce quality writing because you must now prepare a persuasive message that will help move your key audience to your wa

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

y of thinking. It must be a carefully-written message targeted directly at your key external audience. Select your very best writer because s/he must come up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the beh

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

aviors you have in mind.

To reach those you want to reach with your message, you’re going to have to select the communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meet

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ngs and many others. But be certain that the tactics you pick are known to reach folks just like your audience members.

HOW you communicate the message is a concern because the credibility of any message is fragile and always up for grabs,. Which is why, initially, you may wish to unveil your corrective message before smaller meetings and presentations ra

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ther than using higher- profile news releases.

Beginning a second perception monitoring session with members of your external audience is the ticket when you want to provide a progress report for interested parties. You’ll want to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad news p

.

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

erception is being altered in your direction.

You can always speed things up with 2 simple techniques: add more communications tactics and/or increase their frequencies.

If you are a business, non-profit, government agency or association manager, here’s another reminder: be aware that your public relations effort must demand more than special events, pre

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ss releases and talk show tactics if you are to receive the best public relations has to offer, and the quality public relations you deserve.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: 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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