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Main Subject - Managers: Get Real, Please!
Personnel mentions in the newspaper and product plugs on radio hardly qualify as an adequate return on your public relations dollar, and you probably know it!
Especially unfortunate when your PR budget could be doing something really positive about the behaviors of those outside audiences that most affect your bus
Especially unfortunate when your PR budget could be doing something really positive about the behaviors of those outside audiences that most affect your bus
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
iness, non-profit or association.
And also when it could be delivering external stakeholder behavior change – the kind that leads directly to achieving your managerial objectives.
And, finally, when you could be persuading those important outside folks to your way of thinking, then move them to take actions that
And also when it could be delivering external stakeholder behavior change – the kind that leads directly to achieving your managerial objectives.
And, finally, when you could be persuading those important outside folks to your way of thinking, then move them to take actions that
; 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
help your department, division or subsidiary succeed.
On the other hand, if all you want is a simple publicity effort, fine. But if you want full-bore public relations performance like that above – performance that really contributes to your success as a manager – here’s a blueprint that will start you on your w
On the other hand, if all you want is a simple publicity effort, fine. But if you want full-bore public relations performance like that above – performance that really contributes to your success as a manager – here’s a blueprint that will start you on your w
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ay.
“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 and moving-to-desired-action the very people whose behaviors affect the organization the most, the publ
“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 and moving-to-desired-action the very people whose behaviors affect the organization the most, the publ
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
c relations mission is accomplished.”
What can you expect from such a blueprint? How about heavy-hitter givers eyeing your 501-C-3; newly interested specifying sources asking you for more data; qualified proposals for strategic alliances and joint ventures; prospects showing new interest; growing numbers of requ
What can you expect from such a blueprint? How about heavy-hitter givers eyeing your 501-C-3; newly interested specifying sources asking you for more data; qualified proposals for strategic alliances and joint ventures; prospects showing new interest; growing numbers of requ
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ests for membership applications; repeat purchases reappearing; political leaders taking a closer look at your unit as a key member of the business, non-profit or association communities; a delightful jump in sales floor visits; and even community leaders seeking you out.
If you’re a business, non-profit or assoc
If you’re a business, non-profit or assoc
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
iation manager, you need to take two steps as soon as possible. First, jot down those outside audiences of yours whose behavior helps or hinders you in pursuing your objectives. Then record them according to how severe their impact is, and let’s look at the target audience that shows up in first place.
While you
While you
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
probably would have assembled the required data if such activity enjoyed a priority in your shop, fact is you probably haven’t gathered the information that tells you what most members of that key outside audience think about your organization. But now, in the absence of a large professional survey budget, you an
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
your colleagues will have to monitor external audience by asking the questions yourselves. questions like “Have you ever met anyone from our organization? Was it a satisfactory experience? How much do you know about our services or products?” Look for negative statements, especially evasive or hesitant replies. A
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
nd be on the lookout for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. You’ll need to correct any that you come across because experience shows they usually result in negative behaviors.
With the aim of correcting such aberrations before they become hurtful behaviors, h
With the aim of correcting such aberrations before they become hurtful behaviors, h
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ere you select the specific perception to be altered. You have now identified your public relations goal.
However, my friend, a PR goal without a strategy to show you how to get there, is like Quesadillas without fried onions and mushrooms. That’s why you must select one of three strategies especially designed to cr
However, my friend, a PR goal without a strategy to show you how to get there, is like Quesadillas without fried onions and mushrooms. That’s why you must select one of three strategies especially designed to cr
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
eate perception or opinion where there may be none, change existing perception, or reinforce it. But be careful that your new goal and the new strategy match each other. After all, you wouldn’t want to select “change existing perception” when you have a good current perception suggesting a “reinforce” strategy.
E
E
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
ter writing talent. Here your PR team must put those writing skills to work and prepare a compelling message. One structured to alter your key target audience’s perception, as called for by your public relations goal.
Here’s a good idea -- combine your fixit message with another newsworthy announcement – or includ
Here’s a good idea -- combine your fixit message with another newsworthy announcement – or includ
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 it in a different presentation -- thus lending credibility by downplaying the fact that you’re correcting something.
Still, your corrective message must be clear about what perception needs clarification or correction and why. The message must be truthful and your position must be persuasive, logically explaine
Still, your corrective message must be clear about what perception needs clarification or correction and why. The message must be truthful and your position must be persuasive, logically explaine
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
d and believable. It is the best way to hold the attention of members of that target audience, and actually move perception your way.
Picking the tools you will count on to carry your persuasive new thoughts to the attention of that external audience (I call such tactics “beasts of burden”) will be the easiest pa
Picking the tools you will count on to carry your persuasive new thoughts to the attention of that external audience (I call such tactics “beasts of burden”) will be the easiest pa
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
rt of your campaign.
There is an endless selection of communications tactics available such as group briefings, letters-to-the-editor, brochures, press releases and personal contacts. Or possibly, radio and newspaper interviews, speeches, newsletters, and many others. But again, be cautious about the tactics you
There is an endless selection of communications tactics available such as group briefings, letters-to-the-editor, brochures, press releases and personal contacts. Or possibly, radio and newspaper interviews, speeches, newsletters, and many others. But again, be cautious about the tactics 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
elect. Can they demonstrate a record of reaching the same people as those you call your target stakeholders?
Undoubtedly, the question of progress will come up. And you’ll want to be ready for such queries by again monitoring perceptions among your target audience members. But there’s a big difference the second
Undoubtedly, the question of progress will come up. And you’ll want to be ready for such queries by again monitoring perceptions among your target audience members. But there’s a big difference the second
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
time around. Using questions similar to those used during your earlier monitoring session, you mow will be on the alert for indications that audience perceptions are beginning to move in your direction. Fortunately for you and I, that means progress.
Once again, we are fortunate in the PR business that we can mo
Once again, we are fortunate in the PR business that we can mo
.
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
ve almost any program along at a faster rate by using additional communications tactics, AND by increasing their frequencies.
Two final pieces of advice. Keep your attention focused sharply on the very groups of outside people – your key external stakeholders -- who play such a major role in just how successful a
Two final pieces of advice. Keep your attention focused sharply on the very groups of outside people – your key external stakeholders -- who play such a major role in just how successful a
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
manager you will be.
And use a workable blueprint such as that outlined at the beginning of this article. In other words, a plan that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary
And use a workable blueprint such as that outlined at the beginning of this article. In other words, a plan that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary
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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