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Digg It - Can Your PR Do This?
Can your PR do something positive about the behaviors
of those outside audiences that most affect your business,
non-profit or association?
Can your PR deliver external stakeholder behavior change -- the kind that leads directly to achieving your managerial objectives?
Can your PR persuade those important outside
Can your PR deliver external stakeholder behavior change -- the kind that leads directly to achieving your managerial objectives?
Can your PR persuade those important outside
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
folks to
your way of thinking, then move them to take actions that
help your department, division or subsidiary succeed?
Or does the money you spend on public relations pretty much buy personnel mentions in the newspaper and product plugs on radio talk shows?
If you want the real thing - the public relations pe
Or does the money you spend on public relations pretty much buy personnel mentions in the newspaper and product plugs on radio talk shows?
If you want the real thing - the public relations pe
; 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
rformance
described above - start with this reality: people act on their
own perception 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 be
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
haviors affect the organization the most, the public
relations mission is accomplished.
First, look at the results that could come your way. Capital givers or specifying sources beginning to look your way; fresh proposals for strategic alliances and joint ventures; prospects interested in doing business with you;
First, look at the results that could come your way. Capital givers or specifying sources beginning to look your way; fresh proposals for strategic alliances and joint ventures; prospects interested in doing business with you;
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
membership
applications on the rise; customers starting to make repeat
purchases; politicians and legislators starting to view you as
a key member of the business, non-profit or association
communities; welcome bounces in show room visits; higher
employee retention rates, and even community leaders
beginning
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
to seek you out.
If you're a business, non-profit or association manager, and you're serious about wringing every last benefit out of your public relations budget, here, for starters, are two suggestions: list those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives
If you're a business, non-profit or association manager, and you're serious about wringing every last benefit out of your public relations budget, here, for starters, are two suggestions: list those outside audiences of yours who behave in ways that help or hinder you in achieving your objectives
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
. Then prioritize
them by impact severity. And let's address the target audience
you decide is number one.
In all likelihood, you haven't gathered data that tells you what most members of that key outside audience think about your organization. However, you would have these data if you had been regularly sampli
In all likelihood, you haven't gathered data that tells you what most members of that key outside audience think about your organization. However, you would have these data if you had been regularly sampli
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 those perceptions.
But now, in the absence of a large professional survey budget, you and your colleagues will have to monitor those perceptions yourselves. Meet with members of that outside audience and interact by asking questions like "Have you ever met anyone from our organization? Was it a satisfactory ex
But now, in the absence of a large professional survey budget, you and your colleagues will have to monitor those perceptions yourselves. Meet with members of that outside audience and interact by asking questions like "Have you ever met anyone from our organization? Was it a satisfactory ex
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
perience?
How much do you know about our services or products?"
Watch carefully for negative statements, especially evasive or
hesitant replies. And stay alert for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors.
You'll need to correct any that you discover because experie
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
nce
shows they usually lead to negative behaviors.
After correcting such aberrations before they morph into hurtful behaviors, you now select the specific perception to be altered, and that becomes your public relations goal.
As luck would have it, a PR goal without a strategy to show you how to get there, is li
After correcting such aberrations before they morph into hurtful behaviors, you now select the specific perception to be altered, and that becomes your public relations goal.
As luck would have it, a PR goal without a strategy to show you how to get there, is li
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ke pasta without the meat sauce. That's
why you must select one of three strategies especially designed
to create perception or opinion where there may be none, or
change existing perception, or reinforce it. And take care that
your new goal and the new strategy match each other. After all,
you wouldn't want to
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
select "change existing perception"
when current perception is just right suggesting a "reinforce"
strategy.
Now here's where talent comes in. Your PR team must put those writing skills to work and prepare a compelling message carefully designed to alter your key target audience's perception, as called for by y
Now here's where talent comes in. Your PR team must put those writing skills to work and prepare a compelling message carefully designed to alter your key target audience's perception, as called for by y
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
our public relations goal.
You might think about combining your corrective message with another newsworthy announcement of a new product, service or employee - or including it in another presentation -- thus lending credibility by downplaying the correction.
Still, the corrective message must possess clarity. It m
You might think about combining your corrective message with another newsworthy announcement of a new product, service or employee - or including it in another presentation -- thus lending credibility by downplaying the correction.
Still, the corrective message must possess clarity. It m
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
ust be
clear about what perception needs clarification or correction,
and why. Your facts must be truthful and your position must
be persuasive, logically explained and believable if it is to
hold the attention of members of that target audience, and
really move perception your way.
Actually picking the "beasts
Actually picking the "beasts
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
of burden" - the tools you will
count on to carry your persuasive new thoughts to the attention
of that external audience - will be the least challenging part
of your campaign.
You'll find a huge collection of communications tactics available such as letters-to-the-editor, brochures, press releases and speeche
You'll find a huge collection of communications tactics available such as letters-to-the-editor, brochures, press releases and speeche
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
s. Or, possibly radio and newspaper interviews,
personal contacts, newsletters, group briefings and many others.
But again, be cautious about the tactics you select. Can they
demonstrate a record of reaching the same people as those
you call your target stakeholders?
Without any question, the subject of progress w
Without any question, the subject of progress w
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
ill arise. And
you'll want to be ready for such queries by again monitoring
perceptions among your target audience members. But here's
the difference the second time around. Using questions similar
to those used during your earlier monitoring session, you will
now watch carefully for indications that audience pe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rceptions
are beginning to move in your direction. That spells progress.
I should note that we are fortunate in the PR business that we can always put the pedal to the metal by employing additional communications tactics, AND by increasing their frequencies.
Finally, strive to sharpen your focus on the very groups o
I should note that we are fortunate in the PR business that we can always put the pedal to the metal by employing additional communications tactics, AND by increasing their frequencies.
Finally, strive to sharpen your focus on the very groups o
.
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
f
outside people - your key external stakeholders -- who play a
major role in just how successful a manager you will be.
Then use a workable blueprint such as that outlined at the beginning of this article. A plan that helps you persuade those important outside stakeholders to your way of thinking, then moves t
Then use a workable blueprint such as that outlined at the beginning of this article. A plan that helps you persuade those important outside stakeholders to your way of thinking, then moves t
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
hem to take actions that lead to the success of your
department, division or subsidiary.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2004
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2004
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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