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A tried and true marketing tool of the pharmaceutical industry, Public Relations is commonly used in the early part of a product's market life. But Public Relations can play an important role in the dusk of a product's life as well. In the later stage of the product lifecycle, the importance of Public Relations rests in its ability to maintain, extend and transition the product. During these stages, it is important for companies to maintain the initial buzz that surrounded a product at launch, as well as change the mix and objectives of their Public Relations efforts to adapt to the needs of a maturing product. Savvy communications leaders penetrate into core customer groups by building strong ties to social network communities, sponsoring educational seminars for existing and new patient sub-populations and radiating information through articles, websites and alerts.
This research identifies which Public Relations tools and activities most effectively educate and inform consumers after a product has been launched. The study also delivers insights into the most effective Public Relations channels, tactics and calls-to-action for reaching consumers of pharmaceutical products, and includes three case studies of how an effective Public Relations campaign can impact a product’s success in the later phases of its lifecycle.
· Benefits of Creating Sponsorships with Patient Groups
· Personalizing the Medical Condition through Lifestyle Campaigns
· Utilizing Positioning to Enhance Product Appeal
· Using Market Research to Leverage Public Relations to Motivate Untreated Patients
· Benefits of Focusing Public Relations on Underlying Condition
· Utilizing Public Relations to Continue Success through Patent Expiration
· Rating Effectiveness of Public Relations Tools for Building the Brand, Post-Launch
· Rating Effectiveness of Public Relations Tools During Mature Stage of a Product’s Lifecycle
· Rating Effectiveness of Public Relations Tools at Patent Expiration
SAMPLE KEY FINDINGS
· Public Relations Strategies, Tools & Tactics Can Profitably Extend The Brand During Its Later-Life Stages:
o Sub-Populations: Certain Public Relations tactics prove very useful for targeting new sub-populations that are under-served or newly served by the brand. Social networking communities are effective ways for patients, family members and friends to share information and resources and offer support about a common medical condition.
o Advertorials: Advertorials that integrate human-interest story lines and patient or physician testimonials are a highly effective Public Relations form for the later-stage lifecycle.
o Online Communities: The Internet has fostered rapidly growing online communities of patients and common medical interest groups. Savvy brand teams are extending their Public Relations campaigns to these online communities to win brand loyalty and referrals during a product’s final years in the market.
· Public Relations Can Help Build A Bridge from First-Generation Success to Next-Generation Blockbuster:
o Building Bridges: Integrated Public Relations and communication strategies helped AstraZeneca and Eli Lilly build sturdy bridges from Prilosec to Nexium and from Prozac to Cymbalta. This “bridge building” requires good planning and, ideally, should commence at the back end of the first-generation product’s lifecycle.
Executives from 18 bio-pharmaceutical companies shared their strategies, lessons learned and best practices on Public Relations applied post-launch. Leaders from seven partner companies, including Abbott, Boiron, Genentech, Johnson & Johnson, Merck Serono, Novartis and Novo Nordisk, participated in detailed, qualitative interviews.
For the purposes of this study, the following definitions are used:
PR – Public Relations; the practice of managing the flow of information between an organization and its public
DTC – Direct-to-consumer; a form of advertising, typically used in the marketing of pharmaceutical products, directed toward patients as opposed to healthcare professionals.