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Main Subject - Are You Making These PR Mistakes?
As a business, non-profit, government agency or
association manager, are you overly preoccupied with
communications tactics like special events, broadcast
plugs, press releases and brochures?
Yes? Well then, you’re probably not getting the best public relations has to offer, and you’re missing the core PR mission you
Yes? Well then, you’re probably not getting the best public relations has to offer, and you’re missing the core PR mission you
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
need to pull together the
resources and action-planning required to alter individual
perception leading to changed behaviors among your
most important outside audiences. The plan helps
a manager persuade those key folks to his or her way
of thinking, then moves them to take actions that allow
their department, grou
; 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
, division or subsidiary to
succeed.
How did you get into this pickle? In all probability, you ignored the underlying premise of public relations: 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
How did you get into this pickle? In all probability, you ignored the underlying premise of public relations: 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
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
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 usually accomplished.
This is what such a premise can end up meaning to you: the right public relations planning really CAN alter individual perception an
This is what such a premise can end up meaning to you: the right public relations planning really CAN alter individual perception an
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
lead to changed behaviors
among your key outside audiences. But your PR effort
must demand more than special events, news releases
and talk show tactics if you are to receive the quality
public relations results you believe you deserve.
When you take this approach, the desired end-products will soon appear. And they
When you take this approach, the desired end-products will soon appear. And they
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
won’t be long in coming,
especially when capital givers or specifying sources
begin to look your way; customers begin to make
repeat purchases; membership applications start to rise;
new proposals for strategic alliances and joint ventures
start showing up; politicians and legislators begin
looking at you as a key
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
ember of the business, non-
profit or association communities; welcome bounces
in show room visits occur; community leaders begin
to seek you out; and prospects actually start to do
business with you.
Keep in touch with the public relations people assigned to you. They can be of real use for your new opinion monitor
Keep in touch with the public relations people assigned to you. They can be of real use for your new opinion monitor
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
ing project because they are already
in the perception and behavior business. But be
certain those PR folks really accept why it’s SO
important to know how your most important outside
audiences perceive your operations, products or services.
Above all, be sure they believe that perceptions almost
always result in be
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
aviors that can help or hurt your
operation.
Invest the time needed to review with them your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and
Invest the time needed to review with them your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and
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
were you pleased with the interchange? Are you familiar
with our services or products and employees? Have you
experienced problems with our people or procedures?
On the other hand, introducing professional survey firms to do the opinion gathering work can cost a lot more than using those PR folks of yours in that monit
On the other hand, introducing professional survey firms to do the opinion gathering work can cost a lot more than using those PR folks of yours in that monit
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ring capacity.
But whether it’s your people or a survey firm asking the
questions, the objective remains the same: identify
untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
As with the balance of your programming
As with the balance of your programming
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
you’ll need
to establish an action goal here for the most serious
problem areas you uncovered during your key audience
perception monitoring. Will it be to straighten out that
dangerous misconception? Correct that gross inaccuracy?
Or, stop that potentially painful rumor before it does
more damage?
Of course few go
Of course few go
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
als are achieved without a strategy to
show you how to reach it. However, just three strategic
options are available to you when it comes to solving
perception and opinion problems. Change existing
perception, create perception where there may be none,
or reinforce it. But the wrong strategy pick will taste like
Cea
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
ar salad dressing on your popcorn. So be certain
your new strategy fits well with your new public relations
goal. You certainly don’t want to select “change” when
the facts dictate a strategy of reinforcement.
This is the point where some good writing is needed, and where you must prepare a persuasive message that will
This is the point where some good writing is needed, and where you must prepare a persuasive message that will
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
help
move your key audience to your way of thinking. It should
be a carefully-written message aimed directly at your key
external audience. Ask your very best writer to accept the
assignment because s/he must come up with language that
is not merely compelling, persuasive and believable, but
clear and factual if the
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
are to shift perception/opinion
towards your point of view and lead to the behaviors you
have in mind.
And this is also the moment to identify the communications tactics most likely to carry your message to the attention of your target audience. There are many waiting for you. From speeches, facility tours, emails a
And this is also the moment to identify the communications tactics most likely to carry your message to the attention of your target audience. There are many waiting for you. From speeches, facility tours, emails a
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
nd brochures to
consumer briefings, media interviews, newsletters, personal
meetings and many others. But be certain that the tactics
you pick are known to reach folks just like your audience
members.
I’m certain you’ll agree that the method by which you communicate your message can be a concern because the credibi
I’m certain you’ll agree that the method by which you communicate your message can be a concern because the credibi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ity of any message is always fragile. Which is
why you may wish to unveil your corrective message
before smaller meetings and presentations rather than
using higher-profile news releases.
Talk of progress reports should spur you to commence a second perception monitoring session among members of your external audience
Talk of progress reports should spur you to commence a second perception monitoring session among members of your external audience
.
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
in order to measure headway.
You can use many of the same questions used in your
benchmark session. But this time, you will be on guard
for signs that the bad news perception is being altered
in your direction.
A slowing in your PR program’s forward movement will alert you to the need to speed things up by either add
A slowing in your PR program’s forward movement will alert you to the need to speed things up by either add
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
ng
more communications tactics and/or increasing their
frequencies, or both.
Thus, avoid making the worst PR mistakes by moving beyond tactics. Then you are free to use the right public relations to alter the perceptions of your most important outside audiences, leading directly to achieving your managerial objectives
Thus, avoid making the worst PR mistakes by moving beyond tactics. Then you are free to use the right public relations to alter the perceptions of your most important outside audiences, leading directly to achieving your managerial objectives
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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