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Social Space - A Blueprint for Managing your PR
OK, as a manager, your goal is to show a profit for your
business unit, or meet certain expectations of your
association membership, or achieve your non-profit's
operating objective. In each case, you'll need public
relations activity that creates behavior change among
your key outside audiences. Behavior change that leads
directly to
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
achieving your managerial objectives.
Here's how you can make it happen. Accept the fact that the right PR really can alter individual perception and lead to those changed behaviors you need.
Then resolve to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation.
In particu
Here's how you can make it happen. Accept the fact that the right PR really can alter individual perception and lead to those changed behaviors you need.
Then resolve to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation.
In particu
; 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
lar, create the kind of external stakeholder
behavior change that leads directly to achieving your
managerial objectives. You'll be able to pull this off when
you persuade those key outside folks to your way of
thinking, and then move them to take actions that allow
your department, division or subsidiary to succeed.
Here's the blueprin
Here's the blueprin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t showing you how to manage this
kind 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 that opinion by
reaching, persuading and moving-to-desired-action the
very people whose behaviors affect the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
organization the
most, the public relations mission is accomplished.
But you'll find that you will need a lot more than news releases, brochures and special events to get a satisfactory return on your PR investment.
Here are some of the results business, non-profit and association managers can expect from this kind of public relations.
But you'll find that you will need a lot more than news releases, brochures and special events to get a satisfactory return on your PR investment.
Here are some of the results business, non-profit and association managers can expect from this kind of public relations.
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
New proposals for strategic alliances and
joint ventures; rebounds in showroom visits; membership
applications on the rise; community service and sponsorship
opportunities; enhanced activist group relations, and expanded
feedback channels, and even new thoughtleader and special
event contacts.
Before long, you should see customers maki
Before long, you should see customers maki
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
ng repeat
purchases; prospects reappearing; stronger relationships
with the educational, labor, financial and healthcare
communities; improved relations with government agencies
and legislative bodies, and perhaps even capital givers or
specifying sources looking your way.
A word of caution here because you certainly want your most im
A word of caution here because you certainly want your most im
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
portant outside audiences to really perceive your
operations, products or services in a positive light. Be sure
that your PR staff is really on board for the whole effort.
Reassure yourself that they accept the basic truth that
perceptions almost always lead to behaviors that can help
or hurt your unit.
Sit down and review the PR bluepr
Sit down and review the PR bluepr
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
int carefully with
your staff, especially regarding how you will gather and
monitor 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 products and employees?
Have you had prior contact with us and wer
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
e you pleased
with the how things went? Have you experienced problems
with our people or procedures?
Clearly, IF the budget is available, you can depend on professional survey people to handle the perception monitoring phases of your program. But fortunately, your PR people are also in the perception and behavior business and can pursue
Clearly, IF the budget is available, you can depend on professional survey people to handle the perception monitoring phases of your program. But fortunately, your PR people are also in the perception and behavior business and can pursue
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
the
same objective: identify untruths, false assumptions,
unfounded rumors, inaccuracies, misconceptions and any
other negative perception that might translate into hurtful
behaviors.
When you set your public relations goal, remember that you need one that addresses the problems that appeared during your key audience perception monit
When you set your public relations goal, remember that you need one that addresses the problems that appeared during your key audience perception monit
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
oring. Probably, your
new goal will call for straightening out that dangerous
misconception, or correcting that gross inaccuracy, or doing
something about that awful rumor.
As day follows night, goals need strategies to show you how to get there. But you have just three strategic choices when it comes to handling a perception or opinion
As day follows night, goals need strategies to show you how to get there. But you have just three strategic choices when it comes to handling a perception or opinion
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
challenge:
create perception where there may be none, change the
perception, or reinforce it. Unfortunately, selecting a bad
strategy will taste like anchovy paste on your scones, so be
certain the new strategy fits well with your new public
relations goal. For example, you don't want to select "change"
when the facts dictate a "reinf
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
orce" strategy.
How you structure your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. Especially when you're looking for words that are compelling, persuasive, believable AND clear and factual. Hard work, but a must if you are to correct a perception by shifting opinion towards
How you structure your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. Especially when you're looking for words that are compelling, persuasive, believable AND clear and factual. Hard work, but a must if you are to correct a perception by shifting opinion towards
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
your point of view, leading to the
desired behaviors. Review your message with your
communications specialists for its impact and persuasiveness.
Sounds obvious, but in order to carry your words to the attention of your target audience, you need to select the precise communications tactics most likely to reach them. Fortunately, you can
Sounds obvious, but in order to carry your words to the attention of your target audience, you need to select the precise communications tactics most likely to reach them. Fortunately, you can
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
pick from dozens of available tactics. From speeches,
facility tours, emails and brochures to consumer briefings,
media interviews, newsletters, personal meetings and many
others. Be darn certain that the tactics you pick are known to
reach folks just like your audience members.
When you think about it, the credibility of your message ca
When you think about it, the credibility of your message ca
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
n
depend on how you deliver it. So, try introducing it to smaller
gatherings rather than using higher-profile communications
such as news releases or talk show appearances.
Before long, you'll need to produce a progress report, which means it's probably time for you and your PR folks to get back out in the field for a second perception
Before long, you'll need to produce a progress report, which means it's probably time for you and your PR folks to get back out in the field for a second perception
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
monitoring session with
members of your external audience. You can use the same
questions used in the first benchmark session, but now you must
stay alert for signs that your communications tactics have
worked and that the negative perception is being altered in
your direction.
If things aren't moving fast enough for you, matters can
If things aren't moving fast enough for you, matters can
.
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
always be accelerated with a broader selection of communications
tactics AND increased frequencies.
Because people act upon their perceptions of the facts they hear about you and your operation, you really need a public relations blueprint like this. Reason being you have little choice but to deal promptly and effectively with those perce
Because people act upon their perceptions of the facts they hear about you and your operation, you really need a public relations blueprint like this. Reason being you have little choice but to deal promptly and effectively with those perce
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
ptions by
doing what is necessary to reach and move those key external
audiences of yours to actions you desire.
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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