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Using Public Relations to Launch, Grow, and Extend Pharmaceutical and Biotech Brands
CHAPEL HILL, N.C. – August 30, 2011 – Savvier consumers and competition from generic drugs have made commercial success, whether at market entry or during brand maturity, more elusive. At the same time, new technologies have greatly expanded the ability of cost-efficient Public Relations to support pharmaceutical brand growth.
While biopharma marketers have long used Public Relations to support their brands, recent field research from Best Practices, LLC suggests few companies have utilized the full potential of PR campaigns across the entire product lifecycle – preparing, launching, growing and extending the commercial life of a brand. New technologies and market changes have greatly expanded the reach and potential of cost-efficient PR through Web sites, online social networks, blogs, and traditional media sources.
According to the study, the lifecycle phases that showed the most effective and active use of PR tactics are the pre-launch, launch and brand-building years. Indeed, nearly two-thirds of all research participants assessed many PR tools – both new and traditional – to be effective during launch and brand-building years.
These and other insights are now available in our report, "Public Relations Excellence: Using PR to Launch, Grow and Extend Your Brands." Additional findings from this study include insights into what Public Relations channels, tactics and calls-to-action are most effective for reaching consumers of pharmaceutical products. In addition, the report contains three case studies highlighting successfully employed Public Relations tactics at different lifecycle stages for three different products.
To download a complimentary summary containing insights found in this report, click on the following link: http://www.best-in-class.com/rr1111.htm.
In a benchmarking study that included 18 leading global pharmaceutical and biotech organizations, many key topics are examined, including:
- PR strategies and tactics that are most effective at different lifecycle stages
- PR tools and calls to action that are most effective
- Case studies that reveal effective PR practices
- Web site resources that are most effective for consumers
- Lessons learned and best practices
For more information, contact Cameron Tew, Executive Director of Research and Publishing at Best Practices, LLC at (919) 767-9246 or ctew@best-in-class.com.
BEST PRACTICES, LLC conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC has been a leader in pharmaceutical research and consulting for more than 17 years; our clients include 48 of the top 50 pharmaceutical companies.
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