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Digg It - How To Create A Media Frenzy - The Mark Latham Way
If you're in Australia at the moment it is hard to miss the media frenzy created by the release of a new book described as "the biggest political news story of the year".
Former opposition leader, outspoken Mark Latham has caused a stir in both parliament
Former opposition leader, outspoken Mark Latham has caused a stir in both parliament
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
and the press with his recent outbursts, name-calling and frank opinions regarding his former party and colleagues.
These scandals, which have featured in newspapers and radio and TV programs throughout Australia, have brought attention to not only the d
These scandals, which have featured in newspapers and radio and TV programs throughout Australia, have brought attention to not only the d
; 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
isgruntled politician but also the launch of his new book The Latham Diaries.
And with all this drama and attention there is no doubt Mr Latham's publicity team are celebrating rather then panicking as sales of his book have soared.
So how does a nation-
And with all this drama and attention there is no doubt Mr Latham's publicity team are celebrating rather then panicking as sales of his book have soared.
So how does a nation-
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ide scandal become strong, good PR rather then a crisis?
And what makes the media tick when understanding why the release of the book created so much positive PR?
Here are my Ten Reasons why The Latham Scandal generated so much positive PR and what you c
And what makes the media tick when understanding why the release of the book created so much positive PR?
Here are my Ten Reasons why The Latham Scandal generated so much positive PR and what you c
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
an learn from it.
1. Conflict
Conflict makes the news. Mr Latham's conflict with the Labor Party, the press and direct attacks on politicians is interesting, it's scandalous and people want to read and hear his opinions and the replies from those he's ta
1. Conflict
Conflict makes the news. Mr Latham's conflict with the Labor Party, the press and direct attacks on politicians is interesting, it's scandalous and people want to read and hear his opinions and the replies from those he's ta
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ked about. Politics generally is about conflict and combat but Mr Latham's personal comments add another dimension.
Students of power, influence and persuasion will be encouraged to find out the reasons behind the conflict in his book.
2. Prominence.
Po
Students of power, influence and persuasion will be encouraged to find out the reasons behind the conflict in his book.
2. Prominence.
Po
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
liticians are celebrities. Everyone knows them by name, face and role and Mark Latham has made headlines since he was appointed party leader. His character as an outgoing, outspoken politician has captured our attention. His book tells his side of the ongo
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
ng scandals in his own words. By generating a big bang with his book launch, Latham was able to bring attention to many other scandals and note they are all contained in his book, hence boosting sales.
3. Timeliness
Since quitting the Labor Party Latham
3. Timeliness
Since quitting the Labor Party Latham
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
has stayed out of the media until high-profile interviews with the ABC's Andrew Denton, name-calling and media attacking... all coinciding with the launch of his book. Coincidence, or good PR planning?
Mr Latham gained more publicity through the media for
Mr Latham gained more publicity through the media for
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
his book from comments in interviews then he ever could have through advertising. Attracting and capitalising on the media spotlight all in a condensed period of time, particularly when there's little else in the news has worked well to his advantage.
4.
4.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
Context and Relationships
The name-calling, the back stabbing, and even personal nicknames ... it may seem petty that the man who once led the opposition would behave in such a way. But the larrikin, honesty and bluntness of Mark Latham is endearing to Au
The name-calling, the back stabbing, and even personal nicknames ... it may seem petty that the man who once led the opposition would behave in such a way. But the larrikin, honesty and bluntness of Mark Latham is endearing to Au
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
stralians. We like to see the raw, unguarded bloke and by relating to Australians, Mark's relationship has strengthened.
Had this happened between politicians in another country, the result may not have been as positive for book sales.
5. The Media
The
Had this happened between politicians in another country, the result may not have been as positive for book sales.
5. The Media
The
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
nterview between Latham and Andrew Denton on Enough Rope has become central in discussions and media coverage of the issue. The audience of Enough Rope are generally generation X and Y, well educated professionals with young families. This target audience
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
echoes that of his book. By selecting his media source Latham was able to access a large portion of his target audience for his book.
6. Relevance
The context of the book is set as Labor's former leader turning his back on his party the year after a reco
6. Relevance
The context of the book is set as Labor's former leader turning his back on his party the year after a reco
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
d election loss. The content in both the book and interviews is relevant, it's history being written as it's happening.
The conflict also makes it relevant to Labor or Liberal supporters. Those who empathise with Latham will read his book for his side of
The conflict also makes it relevant to Labor or Liberal supporters. Those who empathise with Latham will read his book for his side of
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
the story. Those who disagree with his statements or support Liberals will read it for the scandal, the inside information.
7. Personality
Mark Latham is a publicists dream. He's well rehearsed in dealing with the media and very effective in getting his
7. Personality
Mark Latham is a publicists dream. He's well rehearsed in dealing with the media and very effective in getting his
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
essage across. His interviews were clear, concise and effective at promoting his book.
8. Human Interest
Pancreatitis, testicular cancer, family problems, suicide... Latham even made references to sporting teams in his interviews. It's candid and real an
8. Human Interest
Pancreatitis, testicular cancer, family problems, suicide... Latham even made references to sporting teams in his interviews. It's candid and real an
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d endearing. Latham seemed to let his guard down completely and invite the Australian public into his mind. A connection that continues in his book.
9. Carefully Constructed Interview Subjects
In his interview with Andrew Denton, Latham touched on a numb
9. Carefully Constructed Interview Subjects
In his interview with Andrew Denton, Latham touched on a numb
.
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
r of subjects from his book, offering a preview but leaving the audience wanting more information. This interview would have been carefully planned and controlled by Latham, although not obvious to the viewer.
10. Novelty
It's something people can talk a
10. Novelty
It's something people can talk a
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
bout around the water cooler at work or whilst on a bus. Little shock waves then ripple out and cover a wider area. Everyone has an opinion or view on the matter and this transfer of information between people, or viral marketing, will also help book sales
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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