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Main Subject - Cha-ching or Kerplunk - How to Define Return on Investment through Press and Media Relations
How many times have you wondered how effective your media relations were on behalf of a client? Don’t you wish you could easily explain your results? Here are simple thumbnail methods that you can use to check and compile your results on any ongoing media campaign.
1. Tr
1. Tr
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
ack the Number of Professionals that Read Your Release: Do you use press distribution services that allow you to see the number of times professionals have read your release?
2. Track the Number of Media Outlets that Picked up the Story: Does your press distribution serv
2. Track the Number of Media Outlets that Picked up the Story: Does your press distribution serv
; 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
ce allow you to see how many media outlets picked up the story?
3. Track a Custom Database of Media Contacts: Do you maintain a select list of media professionals that you know are interested in reading your news? Do you regularly send them news?
4. Track the Number of
3. Track a Custom Database of Media Contacts: Do you maintain a select list of media professionals that you know are interested in reading your news? Do you regularly send them news?
4. Track the Number of
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
equests for Media Kits: Can you track how many magazines and other outlets requested media kits from you based on this story idea or release?
5. Track the Number of Requests for Further Information: How many magazines or newspapers asked for additional information or for
5. Track the Number of Requests for Further Information: How many magazines or newspapers asked for additional information or for
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
photographs?
6. Track the Number of Stories Generated: How many stories were generated from this release and others that you have sent about this topic or firm?
7. Track the Amount of Continued Interest: Has your media campaign generated continued interest on the part
6. Track the Number of Stories Generated: How many stories were generated from this release and others that you have sent about this topic or firm?
7. Track the Amount of Continued Interest: Has your media campaign generated continued interest on the part
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
f the media?
8. Track the number of times your Client receives requests for coverage and quotes in the media: Do you make it known that your client is an expert on certain topics?
9. Track Where and When and What Publication: Do you have a list of where your clients app
8. Track the number of times your Client receives requests for coverage and quotes in the media: Do you make it known that your client is an expert on certain topics?
9. Track Where and When and What Publication: Do you have a list of where your clients app
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
ared? Do you have it categorized by media type and audience?
10. Track the releases and mentions about your client on the Internet: Do you print out a listing of each press release that appears on the internet? Do you print out and save the actual release with the outlet
10. Track the releases and mentions about your client on the Internet: Do you print out a listing of each press release that appears on the internet? Do you print out and save the actual release with the outlet
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
name and logo at the top?
11. Track the Total Number of Pages on the Web: Do you know how many total pages of releases and stories about your client appear on the internet?
12. Track and Compile the Total Coverage: Do you compile a print book for you and for your clien
11. Track the Total Number of Pages on the Web: Do you know how many total pages of releases and stories about your client appear on the internet?
12. Track and Compile the Total Coverage: Do you compile a print book for you and for your clien
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
based upon your stories that appear in the press?
13. Track any Awards: Did your client receive any awards as a result of your exposure of their work? Did you submit them for any industry awards?
14. Track any Listings or Rankings: Did you client enter or rise in a Top
13. Track any Awards: Did your client receive any awards as a result of your exposure of their work? Did you submit them for any industry awards?
14. Track any Listings or Rankings: Did you client enter or rise in a Top
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
Ranking as a result of your exposure?
15. Track New Hires, Promotions, New Offices and New Projects? Can any of it be attributed to positive media exposure? How?
Once you have answered these questions, you will be in a position to define the success of your media campai
15. Track New Hires, Promotions, New Offices and New Projects? Can any of it be attributed to positive media exposure? How?
Once you have answered these questions, you will be in a position to define the success of your media campai
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
n to your client. You can tell the story of your success; you can show the story of your success.
It might look like this. I took a client and tracked the results of one release then took several and tracked the results over one year to get average overall stats.
Track
It might look like this. I took a client and tracked the results of one release then took several and tracked the results over one year to get average overall stats.
Track
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
the Number of Professionals that Read Your Release: The last press release was read by 63,838 media professionals in less than one week.
Track the Number of Media Outlets that Picked up the Story: The last press release was picked up by over 1300 newspapers, magazines an
Track the Number of Media Outlets that Picked up the Story: The last press release was picked up by over 1300 newspapers, magazines an
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
major media outlets.
Track a Custom Database of Media Contacts: 300 select professionals are on each client’s target e-mail list, and each editor receives a minimum of (12) press releases and (2) pitches annually. These professionals are all interested in this topic bec
Track a Custom Database of Media Contacts: 300 select professionals are on each client’s target e-mail list, and each editor receives a minimum of (12) press releases and (2) pitches annually. These professionals are all interested in this topic bec
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
use they regularly cover this category as part of their news beat or as a focused part of their publication.
Track the Number of Requests for Media Kits: Two (2) major magazines requested full media kits within two days of this release.
Track the Number of Requests for
Track the Number of Requests for Media Kits: Two (2) major magazines requested full media kits within two days of this release.
Track the Number of Requests for
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
Further Information: Editors and reporters of target publications made four (4) requests for further information on this story and made two (2) requests for photographs.
Track the Number of Stories Generated: Because of this topic, stories are in the in the works with tw
Track the Number of Stories Generated: Because of this topic, stories are in the in the works with tw
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
(2) major magazines, a four-part series in a Business trade journal, and seven (7) smaller mentions in other important media
Track the Amount of Continued Interest: Two (2) well known reporters were assigned to cover this topic; two (2) media outlets made it a permanent
Track the Amount of Continued Interest: Two (2) well known reporters were assigned to cover this topic; two (2) media outlets made it a permanent
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
coverage.
Track the number of times your Client receives requests for coverage and quotes in the media: Clients regularly (2-3 times a month) receive requests for coverage and quotes in the media.
Track the releases and mentions about your client on the Internet: Client
Track the number of times your Client receives requests for coverage and quotes in the media: Clients regularly (2-3 times a month) receive requests for coverage and quotes in the media.
Track the releases and mentions about your client on the Internet: Client
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s average 33 pages of features and releases posted on internet.
Track and Compile the Total Coverage: Clients garner a 90% pick up rate of the pitches to the media.
Track Awards, Listings or Rankings and growth measured by New Hires, Promotions, New Offices and New Proj
Track and Compile the Total Coverage: Clients garner a 90% pick up rate of the pitches to the media.
Track Awards, Listings or Rankings and growth measured by New Hires, Promotions, New Offices and New Proj
.
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
cts: Clients receive two (2) major annual awards as a result of this publicity. Awards include: Nation's Top 100; Most Influential, Top Projects; Industry-Project of the Year Award, Lifetime Achievement Award; clients are listed on at least one (1) ranking list and have g
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
own their business an average of 85% through public relations exposure.
Can you paint your media success story? If you compile your statistics in this easy but consistent manner, you will have the results to show for the return on investment of your media and pr campaign
Can you paint your media success story? If you compile your statistics in this easy but consistent manner, you will have the results to show for the return on investment of your media and pr campaign
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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