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Digg It - A Great Way to Do PR
As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry including old favorites like high-visibility speech appearances and newsworthy special events.
But if you really wan
But if you really wan
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
t premium public relations results, you must use a broader, more comprehensive and workable public relations blueprint to alter your key, external audience perceptions – perceptions that lead to the changed behaviors you’ll need to reach your managerial goals.
In short, you had best take steps to persuade those key external stakeholders with the great
In short, you had best take steps to persuade those key external stakeholders with the great
; 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
est impacts on your organization to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed.
The PR blueprint is the best place to start: 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 r
The PR blueprint is the best place to start: 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 r
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
einforce 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 accomplished.
Publicity tactics, of course, have their role in the blueprint, but they are not the be-all or end-all of the public relations plan, nor should they be.
Savor for a
Publicity tactics, of course, have their role in the blueprint, but they are not the be-all or end-all of the public relations plan, nor should they be.
Savor for a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
moment premium results like those mentioned above. Prospects starting to do business with you, and customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; welcome bounces in show room visits; rising membership applications, and community leaders beginning to seek you out; new approaches by capital givers
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
and specifying sources, not to mention politicians and legislators viewing you as a key member of the business, non-profit or association communities
But who will do the work such results demand? People assigned by the corporate office to your unit? Possibly your full-time public relations staff? Or even an outside PR agency team? No matter who they a
But who will do the work such results demand? People assigned by the corporate office to your unit? Possibly your full-time public relations staff? Or even an outside PR agency team? No matter who they a
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
re, they must be committed to you, to the PR blueprint and to its implementation, starting with key audience perception monitoring.
Sad to say, simply because someone describes him/herself as a public relations person doesn’t mean they’ve accepted PR as you understand it. So by all means make certain the public relations people assigned to your unit h
Sad to say, simply because someone describes him/herself as a public relations person doesn’t mean they’ve accepted PR as you understand it. So by all means make certain the public relations people assigned to your unit h
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
onestly believe why it’s SO important to know how your most important outside audiences perceive your operations, products or services. Make sure they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Sharpen your plan – your blueprint -- for monitoring and gathering perceptions by questioning members
Sharpen your plan – your blueprint -- for monitoring and gathering perceptions by questioning members
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
of your most important outside audiences. Questions like these: how much do you know about us? Have you met our chief executive or other senior managers? Have you had other contacts with our staff and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people
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
or procedures?
Use professional survey firms in the perception monitoring phases of your program if you can afford them. But your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might
Use professional survey firms in the perception monitoring phases of your program if you can afford them. But your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
translate into hurtful behaviors.
Here, it’s time to establish your PR goal, one that aims to do something about the worst distortions you turned up during your key audience perception monitoring. It could be to straighten out that dangerous misconception, correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.
Now, wi
Here, it’s time to establish your PR goal, one that aims to do something about the worst distortions you turned up during your key audience perception monitoring. It could be to straighten out that dangerous misconception, correct that gross inaccuracy, or stop that potentially fatal rumor dead in its tracks.
Now, wi
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
th the PR goal established, select the right strategy, one that tells you how to proceed. But keep in mind that there are only three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or reinforce it. Since the wrong strategy pick will t
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
aste like onion gravy on your raspberries, be certain the new strategy fits comfortably with your new public relations goal. You don’t want to select “change” when the facts dictate a “reinforce” strategy.
With that homework complete, prepare a clear message and aim it at members of your target audience. Because crafting action-forcing language to per
With that homework complete, prepare a clear message and aim it at members of your target audience. Because crafting action-forcing language to per
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
suade an audience to your way of thinking is hard work, you need your best writer because s/he must create some very special, corrective language. Words that are not only compelling, persuasive and believable, but clear and factual if they are to correct something and shift perception/opinion towards your point of view leading to the behaviors you are
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
targeting.
Run it by your PR team for impact and persuasiveness. Then, select the communications tactics most likely to carry your message to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and
Run it by your PR team for impact and persuasiveness. Then, select the communications tactics most likely to carry your message to the attention of your target audience. You can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and
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
many others. But be sure that the tactics you pick are known to reach folks just like your audience members.
Rather than using higher-profile news releases, since a message is often dependent for its credibility on the means used to deliver it, you may decide to unveil it before smaller meetings and presentations When questions about progress are hear
Rather than using higher-profile news releases, since a message is often dependent for its credibility on the means used to deliver it, you may decide to unveil it before smaller meetings and presentations When questions about progress are hear
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
d, you and your PR team should get busy on a second perception monitoring session with members of your external audience. And remember to use many of the same questions used in the first benchmark session. Difference this time is that you will be alert for signs that the bad news perception is being altered in your direction.
If momentum flags, you ca
If momentum flags, you ca
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n always accelerate matters by adding more communications tactics and increase their frequencies.
When all is said and done, you want your new PR blueprint to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary. Period.
And, w
When all is said and done, you want your new PR blueprint to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department, division or subsidiary. Period.
And, w
.
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
hen you think about it, we are fortunate indeed that our key stakeholder audiences behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external audiences
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
to actions you desire.
A great way to do PR.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1200 including guidelines and resource box.
Robert A. Kelly © 2004
A great way to do PR.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 1200 including guidelines and resource box.
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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