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Main Subject - PR: Your 500 Pound Gorilla
What else, for goodness sake, could you as a business,
non-profit or association manager, call a heavy-duty
helper who does something REALLY positive about the
behaviors of those outside audiences of yours that most
affect your organization?
And that uses the fundamental premise of public relations to deliv
And that uses the fundamental premise of public relations to deliv
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
er the kind of external stakeholder behavior
change that leads directly to achieving your managerial
objectives?
And does it all by persuading those important outside folks to your way of thinking, moving them to take actions that help your department, division or subsidiary succeed?
Man, that's one heavy wo
And does it all by persuading those important outside folks to your way of thinking, moving them to take actions that help your department, division or subsidiary succeed?
Man, that's one heavy wo
; 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
rkload for a very large monkey!
And here's the core message he brings to you. Your public relations effort must involve more than news releases, special events and brochures if you really want to get your money's worth. And, the right PR really CAN alter individual perception and lead to changed behaviors t
And here's the core message he brings to you. Your public relations effort must involve more than news releases, special events and brochures if you really want to get your money's worth. And, the right PR really CAN alter individual perception and lead to changed behaviors t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hat help you succeed.
Both points well-supported by a public relations blueprint that reads like this: 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 that opinion by reaching, persuading
Both points well-supported by a public relations blueprint that reads like this: 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 that opinion by reaching, persuading
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
and moving-to-desired-action the very people whose
behaviors affect your organization the most, the public
relations mission is accomplished.
What kind of payoff can you expect from such an approach to public relations? How about capital givers or specifying sources making inquiries; stronger relationships wi
What kind of payoff can you expect from such an approach to public relations? How about capital givers or specifying sources making inquiries; stronger relationships wi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
th the
educational, labor, financial and healthcare communities;
prospects starting to work with you as well as customers
making repeat purchases; and improved relations with
government agencies and legislative bodies.
Keep your pedal to the metal and you could see results like new proposals for strategic al
Keep your pedal to the metal and you could see results like new proposals for strategic al
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
liances and joint ventures;
new thoughtleader and special event contacts; membership
applications on the rise; enhanced activist group relations,
and expanded feedback channels; rebounds in showroom
visits; and almost certainly, community service and
sponsorship opportunities;
Like most managers, you want y
Like most managers, you want y
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
our most important outside
audiences to have positive perceptions of your services and
operations or products. Which is why every member of your
PR support team must believe in what you are doing. It will
also be very helpful if they accept the reality that perceptions
almost always lead to behaviors that ca
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
n help or hurt your unit.
Review the PR plan with them, especially how you will go about monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or product
Review the PR plan with them, especially how you will go about monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: how much do you know about our organization? How much do you know about our services or product
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
s and employees? Have you had prior contact
with us and were you pleased with the interchange? Have
you experienced problems with our people or procedures?
Certainly, the perception monitoring part of the effort can be handled by professional survey people IF you have the budget. Fortunately, however, you can
Certainly, the perception monitoring part of the effort can be handled by professional survey people IF you have the budget. Fortunately, however, you can
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
always
use your PR people who 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 translate into hurtful behaviors.
With preparations complete, yo
With preparations complete, yo
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
u need to set your public
relations goal, one that deals with perception problems
that developed during your key audience perception
monitoring. The new goal will require that you straighten
out that dangerous misconception, or correct that gross
inaccuracy, or do something about that damaging rumor.
To sho
To sho
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
w you how to reach the goal, you need a strategy.
And there are three choices when it comes to doing
something about a perception or opinion challenge: create
perception where there may be none, change the
perception, or reinforce it. By the way, if you select the
wrong strategy, it will taste like fish sauc
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
e on your rhubarb.
So be certain the new strategy fits well with your new
public relations goal. For example, you don't want to select
"change" when reality dictates a "reinforce" strategy.
Some heavy writing needed here. In brief, some carefully targeted, corrective language. Language that is compelling, pe
Some heavy writing needed here. In brief, some carefully targeted, corrective language. Language that is compelling, pe
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
rsuasive and believable AND clear and factual. There is
little choice here. You must correct a damaging perception
by shifting opinion towards your point of view, leading to
the desired behaviors.
It's pick-your-own time when you and your PR group select the communications tactics most likely to carry your wor
It's pick-your-own time when you and your PR group select the communications tactics most likely to carry your wor
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
ds
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 many others. But be sure
that the tactics you pick are known to reach folks just like
you
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
r audience members.
By the way, experience shows that the credibility of a message can depend on how it's delivered. So you might want to introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances.
Experience shows that, by this time, all concerne
By the way, experience shows that the credibility of a message can depend on how it's delivered. So you might want to introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances.
Experience shows that, by this time, all concerne
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d will be
chomping at the bit for a progress report. Which will signal
you and your PR staff to return to the field for a second
perception monitoring session with members of your
external audience. Using many of the same questions used
in the first benchmark session, you'll now be alert for signs
that the
.
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
bad news perception is being altered in your direction.
Occasionally, momentum will slow in which event you can always accelerate matters by using more communications tactics supported by increased frequencies.
Your 500 pound gorilla will be one happy simian when your data show that you have achieved the kind
Occasionally, momentum will slow in which event you can always accelerate matters by using more communications tactics supported by increased frequencies.
Your 500 pound gorilla will be one happy simian when your data show that you have achieved the kind
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
of key stakeholder
behavior change that leads directly to achieving your
department, division or subsidiary objectives.
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 © 2004
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 © 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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