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Main Subject - Is This the PR You Thought You Were Getting?
You know, where you do something positive about the behaviors of those outside audiences that MOST affect your organization? And where you do so by persuading those important external folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?
Yes, that’s right, it’s wh
Yes, that’s right, it’s wh
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
ere you use the fundamental premise of public relations to produce external stakeholder behavior change – the kind that leads directly to achieving your managerial objectives.
What it boils down to is (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your
What it boils down to is (1) your public relations effort must involve more than special events, brochures and news releases if you really want to get your
; 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
money’s worth, and (2), the right PR really CAN alter individual perception and lead to changed behaviors that help you succeed!
You can do it when you bring that fundamental premise of PR mentioned above, into play. It goes like this: people act on their own perception of the facts before them, which leads to predictable behavio
You can do it when you bring that fundamental premise of PR mentioned above, into play. It goes like this: people act on their own perception of the facts before them, which leads to predictable behavio
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
s 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 public relations mission is accomplished.
What kind of results can you, as a business, non-profit or association manager,
What kind of results can you, as a business, non-profit or association manager,
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
xpect from such an approach? Well, for starters, improved relations with government agencies and legislative bodies, stronger relationships with the educational, labor, financial and healthcare communities; prospects starting to work with you; customers making repeat purchases; and even capital givers or specifying sources looking
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
your way
And that’s not all. You also could see progress in the form of membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to m
And that’s not all. You also could see progress in the form of membership applications on the rise; new proposals for strategic alliances and joint ventures; rebounds in showroom visits; enhanced activist group relations, and expanded feedback channels; as well as community service and sponsorship opportunities; not to m
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
ention new thoughtleader and special event contacts.
Yes, that’s promising quite a bit but that’s what this approach to public relations is capable of delivering.
Of course the PR people supporting you as a manager – agency or staff – must be real team members and committed to you, as the senior project manager, to the PR bluepr
Yes, that’s promising quite a bit but that’s what this approach to public relations is capable of delivering.
Of course the PR people supporting you as a manager – agency or staff – must be real team members and committed to you, as the senior project manager, to the PR bluepr
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
nt and its implementation, starting with target audience perception monitoring.
Ask yourself how important it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then assure yourself that your PR staff buys into that notion wholeheartedly. Be especially careful
Ask yourself how important it is that your most important outside audiences really perceive your operations, products or services in a positive light? Then assure yourself that your PR staff buys into that notion wholeheartedly. Be especially careful
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hat they accept the reality that perceptions almost always lead to behaviors that can help or hurt your unit.
Review the PR blueprint in detail with your team, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Use questions like these: how much do you kno
Review the PR blueprint in detail with your team, especially the plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Use questions like these: how much do you kno
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
about our organization? How much do you know about our services or products 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?
The perception monitoring phases of your program obviously can be handled by professional survey peo
The perception monitoring phases of your program obviously can be handled by professional survey peo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
le, IF the budget is available. But keep in mind that 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 translate into hurtful behaviors.
Clearly, you w
Clearly, you w
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
ill need a well-defined goal, one that responds to the aberrations that appeared during your key audience perception monitoring. As a flexible goal, it could call for straightening out that dangerous misconception, or correcting that gross inaccuracy, or doing something about that damaging rumor.
Inevitably, a goal needs a strate
Inevitably, a goal needs a strate
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
y to show you how to get there. And here, you have three strategic choices for handling a perception or opinion challenge: create perception where there may be none, change the perception, or reinforce it. Unfortunately, a bad strategy pick will taste like fudge sauce on your spareribs, so be sure the new strategy fits well with y
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
ur new public relations goal. For instance, you don’t want to select “change” when the facts dictate a “reinforce” strategy.
Changing people’s minds to your way of thinking is a tough assignment, so your PR team must set down the needed corrective language. Words that are compelling, persuasive and believable AND clear and factua
Changing people’s minds to your way of thinking is a tough assignment, so your PR team must set down the needed corrective language. Words that are compelling, persuasive and believable AND clear and factua
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
. You must do this if you are to correct a perception by shifting opinion towards your point of view, leading to the desired behaviors.
Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words to the attention
Sit down again with your communications specialists and review your message for impact and persuasiveness. Then, select the communications tactics most likely to carry your words to the attention
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
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 your audience members.
Because the credibility
Because the credibility
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
of a message can occasionally depend on its delivery method, you might introduce it to smaller gatherings rather than using higher-profile tactics such as news releases or talk show appearances. One good thing about doing progress reports for clients or bosses is that they sound the alert for you and your PR folks to return to the
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
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 must now stay alert for signs that the bad news perception is being altered in your direction.
If impatience shows up, you can always accelerate things with more commun
If impatience shows up, you can always accelerate things with more commun
.
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
cations tactics and increased frequencies.
It should be an irresistable premise for any manager! Do something positive about the behaviors of those outside audiences that MOST affect your organization. And do so by persuading those important external folks to your way of thinking, then move them to take actions that help your dep
It should be an irresistable premise for any manager! Do something positive about the behaviors of those outside audiences that MOST affect your organization. And do so by persuading those important external folks to your way of thinking, then move them to take actions that help your dep
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
rtment, division or subsidiary succeed.
Wow!
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. Word count is 1125 including guidelines and resource box.
Robert A. Kelly © 2004
Wow!
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. Word count is 1125 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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