Business Articles

If your key – that’s KEY – outside audiences don’t exhibit the kind of behaviors that lead to results like these, you need to take a closer look at your public relations effort.

Results like fresh proposals for strategic alliances and joint ventures; rising membership applications, custo

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

mers starting to make repeat purchases creating bounces in show room visits; prospects starting to do business with you; community leaders beginning to seek you out; new approaches by capital givers and specifying sources, not to mention politicians and legislators viewing you as a key

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

member of the business, non-profit or association communities.

Do you agree that you need behavior change among your most important outside audiences that leads directly to achieving your managerial objectives? And that you then need to persuade those key external stakeholders with th

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

greatest impacts on your organization to your way of thinking, and help move them to take actions that allow your department, division or subsidiary to succeed?

In other words, you may need public relations activity that can deliver results far beyond publicity tactics. And a public

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

relations premise like this one can show the way: 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 t

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

he very people whose behaviors affect the organization the most, the public relations mission is accomplished.

But how should you, as a manager, position your public relations to do this? First, you had best be sure every member of your PR team agrees that it’s awfully important to kno

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

how your outside audiences perceive your operations, products or services. Stay at it until you’re certain they REALLY accept the reality that perceptions almost always lead to behaviors that can damage your operation.

Then it’s time to start working the PR blueprint by monitoring an

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

d gathering perceptions through questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? How much do you know about our services or p

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

roducts and employees? Have you experienced problems with our people or procedures?

Here’s some good fortune! Your PR folks are already in the perception and behavior business, so they can be of real use for this opinion monitoring project. Yes, professional survey firms can be brought

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

in to handle the opinion monitoring chore, but that can cost you a lot of money. So whether it’s your people or a survey firm who asks the questions, your objective is the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions.

The question now i

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

s this: which of the above aberrations is serious enough that it should become your corrective public relations goal? Clarify the misconception? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative resul

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ts?

You can assure you’ll achieve your public relations goal by selecting the right strategy from the three choices available to you. In brief, change existing perception, create perception where there may be none, or reinforce it. But be sure your new strategy naturally compliments yo

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

r new public relations goal.

Just what will your message emphasize when you address your key stakeholder audience to help persuade them to your way of thinking?

That’s why you must select your best writer to prepare the message because s/he must put together some very special, correc

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

tive language. Persuasive and believable words that are not only compelling, but clear and factual so they can shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

Lucky for all of us, the next step is easy. Pick communications tactics to carr

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

y your message to the attention of your target audience. Making certain that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media

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

nterviews, newsletters, personal meetings and many others.

It’s useful to remember that HOW one communicates often affects the credibility of the message, so you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media annou

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ncement.

Folks will soon be looking for signs of progress. And that will lead to a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watching carefully for signs that th

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

e offending perception is being altered in your direction. Should the program start to slow, you can always accelerate matters by putting on more communications tactics as well as increasing their frequencies.

Yes, this is the chase we cut to – an aggressive blueprint that leaves you

.

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

little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move your key external stakeholders to action. In that way, you create the behavior change you need leading directly to achieving your managerial objectives.

Please feel fr

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ee to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto:bobkelly@TNI.net. Word count is 985 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

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.businessarticles.org.ua/article/34289/businessarticles-PR-Lets-Cut-to-the-Chase.html">PR: Let's Cut to the Chase</a>

BB link (for phorums):
[url=http://www.businessarticles.org.ua/article/34289/businessarticles-PR-Lets-Cut-to-the-Chase.html]PR: Let's Cut to the Chase[/url]

Define what success means to you and your business and work towards these goals every day. A successful business doesn't just happen over night. Only you can make your business successful and the first step is defining your vision.

Employees work as they were told to do. This is not to say that they are lazy, they just do not see the need to do more. After all, a good work and an excellent one will not affect the figures in their pay slip. So if you want to tap excitement to your employees, make them perform well, increase their motivation level, and let them bring out their full potential, create incentive programs.

Marketing is all about common sense. Communicating to your audience is all about understanding who they are and how they pick up messages. Simple. Read this article to find out how.

Tags

Links

Business Articles - PR: Let's Cut to the Chase

Related Articles: