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Digg It - What I Do
I believe this about public relations.
People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the o
People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. So, when we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the o
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
rganization, the public
relations mission is accomplished.
That fundamental premise grew out of many years in the public relations business. A time when I became increasingly appalled at what many general management people believe about public relations, if anything, and how the discipline does or does not fit into
That fundamental premise grew out of many years in the public relations business. A time when I became increasingly appalled at what many general management people believe about public relations, if anything, and how the discipline does or does not fit into
; 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
their organization's strategic plan.
The result is, I've become a "preacher," but not to public relations practitioners. Rather, I direct my commentary to those general management people who, daily, pursue their goals and objectives largely without the insights, behavioral strategies and sheer power public relations can
The result is, I've become a "preacher," but not to public relations practitioners. Rather, I direct my commentary to those general management people who, daily, pursue their goals and objectives largely without the insights, behavioral strategies and sheer power public relations can
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
bring to the table.
Here's what I believe they're missing, i.e., the essentials that flow from the fundamental premise at the top of this article.
Any organization - non-profit, association, business, public entity, including your own -MUST take into account the perceptions held by those external audiences whose behavi
Here's what I believe they're missing, i.e., the essentials that flow from the fundamental premise at the top of this article.
Any organization - non-profit, association, business, public entity, including your own -MUST take into account the perceptions held by those external audiences whose behavi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ors
affect your organization, or the behaviors flowing from those
perceptions can hurt.
What my commentaries often say to these managers is this: Is it just a matter of "hits?" You know, articles or interviews sold to editors? Is that all there is to public relations?
Or, could there be more to it?
Of course there's
What my commentaries often say to these managers is this: Is it just a matter of "hits?" You know, articles or interviews sold to editors? Is that all there is to public relations?
Or, could there be more to it?
Of course there's
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
more to it!
Why do you want the "hits" in the first place? What are you trying to accomplish?
I believe you want the same thing every other buyer of public relations services wants: to change somebody's behavior in a way that really helps your organization reach its objectives.
So, wouldn't it make more sense to star
Why do you want the "hits" in the first place? What are you trying to accomplish?
I believe you want the same thing every other buyer of public relations services wants: to change somebody's behavior in a way that really helps your organization reach its objectives.
So, wouldn't it make more sense to star
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
t at the beginning and
save tactics like "publicity hits" for that moment when you need
those "beasts of burden" to do their thing? Namely, to efficiently
carry persuasive messages to a key target audience of yours?
Sure it would.
So let's start by taking a close look at those external target publics. They're so impo
Sure it would.
So let's start by taking a close look at those external target publics. They're so impo
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
rtant because how they think and
behave can actually determine the success or failure of your
business.
Don't believe it? Look at those audiences whose behaviors directly affect the organization's operations, in particular those completely unaware that the organization even exists. Are they likely to buy its products
Don't believe it? Look at those audiences whose behaviors directly affect the organization's operations, in particular those completely unaware that the organization even exists. Are they likely to buy its products
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
or services?
No.
Look at an external audience where members harbor a serious misconception about the organization. Does this reduce their desire to do business with you?
Yes.
Look at an external audience some of whose members believe a grossly negative and inaccurate set of facts about the organization. Will those p
No.
Look at an external audience where members harbor a serious misconception about the organization. Does this reduce their desire to do business with you?
Yes.
Look at an external audience some of whose members believe a grossly negative and inaccurate set of facts about the organization. Will those 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
eople be first in line to buy its products
or services?
No.
Obviously, what your key target audience believes about your organization matters, and matters a lot!
Why not begin by heading-off such a situation by listing those outside groups - those target audiences - in order of how much their behaviors affect your o
No.
Obviously, what your key target audience believes about your organization matters, and matters a lot!
Why not begin by heading-off such a situation by listing those outside groups - those target audiences - in order of how much their behaviors affect your o
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rganization?
We'll use #1 on your list as our trial "public."
Start by interacting with that group of people. Of course, if the budget will stand it, you could use a survey firm to gather their feelings, thoughts and perceptions.
Minus such a budget, do it yourself, and with colleagues, by carefully monitoring how the
We'll use #1 on your list as our trial "public."
Start by interacting with that group of people. Of course, if the budget will stand it, you could use a survey firm to gather their feelings, thoughts and perceptions.
Minus such a budget, do it yourself, and with colleagues, by carefully monitoring how the
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
se people feel about your organization.
When you interact this way, you get to ask a lot of questions and
gather a lot of information you really need.
What are you hearing? Misconceptions that need straightening out? Rumors that should not be allowed to fester? Inaccurate beliefs about your products and services that
What are you hearing? Misconceptions that need straightening out? Rumors that should not be allowed to fester? Inaccurate beliefs about your products and services 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
could drive people away
from you? Notice other perceptions about you and your organization
that need to be altered?
The answers to such questions prepare you to create your public relations goal. In brief, alter, and thus correct, each misconception, or inaccuracy, or rumor. Worthy goals all!
You've made some real pr
The answers to such questions prepare you to create your public relations goal. In brief, alter, and thus correct, each misconception, or inaccuracy, or rumor. Worthy goals all!
You've made some real pr
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
ogress by monitoring perceptions within
your key target audience. You've established your public relations
goal, and selected the right strategy to achieve it.
Sad to say, there's a little more work to do in the form of "The Message." Hopefully, this will alter people's inaccurate perceptions about you and the organiza
Sad to say, there's a little more work to do in the form of "The Message." Hopefully, this will alter people's inaccurate perceptions about you and the organiza
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.
But it must be carefully written so that it is persuasive and perceived as creditable and believable. And it must speak the truth clearly and with authority.
Now, here is where your "beasts of burden" come in. They are the communications tactics that will carry your newly-minted message from your computer direct
But it must be carefully written so that it is persuasive and perceived as creditable and believable. And it must speak the truth clearly and with authority.
Now, here is where your "beasts of burden" come in. They are the communications tactics that will carry your newly-minted message from your computer direct
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
to the attention of those key target
audience members whose behavior you hope to alter in your
direction.
Happily, there are scores of communications tactics awaiting your pleasure. You might use a speech to communicate your message, or letters-to-the-editor, press releases, emails, brochures or face- to-face meeting
Happily, there are scores of communications tactics awaiting your pleasure. You might use a speech to communicate your message, or letters-to-the-editor, press releases, emails, brochures or face- to-face meeting
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
s, and many other tactics.
Sooner or later, you'll wonder if you're making any progress towards your behavioral goal. Of course, you'll monitor local print and broadcast media, but REmonitoring those key audience members by interacting with them all over again is the real ticket.
This time around, you'll be looking for p
Sooner or later, you'll wonder if you're making any progress towards your behavioral goal. Of course, you'll monitor local print and broadcast media, but REmonitoring those key audience members by interacting with them all over again is the real ticket.
This time around, you'll be looking for p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
erception and attitude
changes hopefully produced by the combination of your persuasive messages and carefully targeted communications tactics. And
you'll be asking lots of questions all over again.
If you note considerable movement in opinion in your direction, you may consider your public relations goal as having been
If you note considerable movement in opinion in your direction, you may consider your public relations goal as having been
.
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
achieved.
Should little movement be noted, adjustments to the frequency and quantity of you communications tactics should be made. Your message also should be reviewed for its content and direction, and tested again for effect with a panel of target group members.
Either way, your public relations program is on track
Should little movement be noted, adjustments to the frequency and quantity of you communications tactics should be made. Your message also should be reviewed for its content and direction, and tested again for effect with a panel of target group members.
Either way, your public relations program is on track
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
and preparing
to deliver the key target audience behaviors your business needs
to succeed.
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 © 2003
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 © 2003
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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