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Digg It - PR Going According to Plan?
Think carefully! You’re a department, division or subsidiary manager for a business, non-profit or association and you really need to achieve your operating objectives.
But even a yes response to the headline above leaves the really big question
But even a yes response to the headline above leaves the really big question
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
unanswered – does your current public relations plan help persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success?
If the answer to that question is uncertain or even no, ch
If the answer to that question is uncertain or even no, ch
; 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
nge is in order. Change that gives you a public relations blueprint that helps lead to managerial success and, some might say, survival.
I refer here to the kind of blueprint that moves the emphasis from communications tactics to an aggressive pl
I refer here to the kind of blueprint that moves the emphasis from communications tactics to an aggressive pl
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
an for reaching those outside groups of people with a big say about how successful you’re going to be – your key external audiences.
Here’s the essence of such a blueprint: people act on their own perception of the facts before them, which leads
Here’s the essence of such a blueprint: people act on their own perception of the facts before them, which leads
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
o 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 behaviors affect the organization the most, the public relations
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
mission is accomplished.
Use it to deliver behavior results like lots of new inquiries, buyers coming back for more, fresh queries about joint ventures and strategic alliances, meaningful increases in capital contributions or brand new specifier
Use it to deliver behavior results like lots of new inquiries, buyers coming back for more, fresh queries about joint ventures and strategic alliances, meaningful increases in capital contributions or brand new specifier
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
of your component products and services.
To make it work, you need to lead those public relations people assigned to your unit away from a preoccupation with communications tactics over to that new, comprehensive blueprint. As a manager, you’re
To make it work, you need to lead those public relations people assigned to your unit away from a preoccupation with communications tactics over to that new, comprehensive blueprint. As a manager, you’re
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
now prepared to create the external audience behaviors you need to achieve your department’s business, non-profit or association objectives.
Charge your PR team with finding out how those key outside audiences perceive your operation. That will r
Charge your PR team with finding out how those key outside audiences perceive your operation. That will r
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
quire interaction with members of that audience which you will identify when the team prioritizes those groups in order of their impacts on your unit. Here, your choice is, spend significant money on professional survey people to handle the percep
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
tion monitoring chore, or use members of your assigned PR team to gather the data. Remember that your public relations team is already in the perception and behavior business.
Either way, questions must be asked. “What do you know about us? Have
Either way, questions must be asked. “What do you know about us? Have
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ou had positive or negative contact with our folks? Do you have an opinion about our services or products?
Keep your antennae up for any signs of negativity. Did questioners note a glaring inaccuracy? Or a false assumption about your operation? H
Keep your antennae up for any signs of negativity. Did questioners note a glaring inaccuracy? Or a false assumption about your operation? H
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
ow about any hurtful misconceptions or rumors? Evasive or hesitant responses should also be noted.
Now you’re ready to establish your public relations goal which could be as simple as “correct that dangerous inaccuracy,” or “squash that hurtful r
Now you’re ready to establish your public relations goal which could be as simple as “correct that dangerous inaccuracy,” or “squash that hurtful r
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
mor” because of the damaging behaviors such negatives can create.
But how to achieve that goal? With the right strategy, of course.
Because there are just three strategies available in matters of perception/opinion, you can create perception whe
But how to achieve that goal? With the right strategy, of course.
Because there are just three strategies available in matters of perception/opinion, you can create perception whe
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
re there may be none, change an existing perception/opinion, or reinforce it. But be certain that your strategy choice meshes with your new public relations goal.
Here’s where your PR team’s writing talent comes to the fore. You need a corrective
Here’s where your PR team’s writing talent comes to the fore. You need a corrective
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
message that will alter negative perceptions among members of your target audience. As unit manager, you need to stay involved in message preparation to make certain it is compelling, persuasive, well-written, fact-based and believable if your tar
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
get audience’s perceptions are to be altered towards your point of view.
Getting that nifty piece of writing to the attention of that audience of yours is easily accomplished. And here is where communications tactics DO matter. They’ll carry your
Getting that nifty piece of writing to the attention of that audience of yours is easily accomplished. And here is where communications tactics DO matter. They’ll carry your
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
message to audience members using everything from personal contacts, brochures and media interviews to speeches, newsletters and facility tours. But be certain that your chosen tactics are known to reach people like those in your target audience.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Soon you’ll need hard evidence that the negative perception is really being altered according to plan. This demands that you return to the field and remonitor the perceptions of your target audience members. This time, however, your team will be
.
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
lert for indications that the offending perception is really changing in the way you planned.
By the way, things can always be moved along faster by adding new communications tactics, and by increasing their frequencies.
As noted at the outset o
By the way, things can always be moved along faster by adding new communications tactics, and by increasing their frequencies.
As noted at the outset o
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
f this article, you need to persuade your most important outside audiences to your way of thinking, then move them to take actions that lead to your success as a unit manager.
Your new public relations blueprint will help you reach that objective
Your new public relations blueprint will help you reach that objective
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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