Best Practices in Healthcare Public Relations Management

While Public Relations has long been used as a marketing tool by the pharmaceutical and biotech industries, its ability to reach consumers has never been greater. Web sites, online social networks, and blogs have joined the traditional press release as effective and low-cost methods that help drive sales.

This research identifies what Public Relations activities are most effective at educating and informing consumers at different points in a product's lifecycle. The study also delivers insights into what Public Relations channels, tactics and calls-to-action are most effective for reaching consumers of pharmaceutical products. Three case studies of successful products are included in the study to highlight Public Relations tactics at different lifecycle stages.

Executives, directors, and managers in Marketing and Public Relations at pharmaceutical companies can use this report to better align PR activities and tactics with different stages in their products' lifecycle. In addition, this research provides leaders with insights into performance measurements for PR campaigns and what Web-based resources best engage patients.

Industries Profiled:
Pharmaceutical; Biotech; Health Care; Diagnostic; Medical Device; Chemical


Companies Profiled:
Novartis; Merck Serono; Emcure; Novo Nordisk; Jazz Pharmaceuticals; AtheroGenics; Solvay Pharmaceuticals; Boehringer Ingelheim; Pfizer; AstraZeneca; Abbott; Cubist Pharmaceuticals; Boiron; Gebauer Company; Johnson & Johnson; Farmasa Schwabe; Genentech

Study Snapshot

Best Practices, LLC used both field surveys and interviews to complete this study. Executives from 18 bio-pharmaceutical companies across the globe contributed data from an online survey. In-depth interviews were conducted with leaders from six of the participating companies.
Key topics include:

• Public Relations Strategies and Tactics that are Most Effective at Different Lifecycle Stages
• Public Relations Tools and Calls to Action that are Most Effective
• Web Resources and Support Services that Sustain Effective Public Relations Campaigns
• Public Relations and Effectiveness, Timing and Budgeting

Sample Key Findings

Pre-Launch, Launch & Brand Building: 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 to be effective during Launch and brand building years.

• Patient Advocacy Groups Importance: Patient advocacy groups are critically important to PR practitioners because they are highly regarded for their objectivity and access to relevant information. There seem to be many opportunities for industry to work with, serve, create and inform advocacy groups for a wide range of disease areas.NPP groups should follow a fairly standard set of procedures to evaluate the commercial viability of drugs in development. Variations occur based on the particular characteristics of a drug or therapeutic program.

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.