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Products & Services

Public Relations Excellence: Using PR to Launch, Grow and Extend Your Brands

ID: PSM-231


Features:

93 Info Graphics

29 Data Graphics

500+ Metrics

11 Narratives

48 Best Practices


Pages: 159


Published: Pre-2014


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
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.

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

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


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


Study Snapshot

Savvy bio-pharma marketers have long used Public Relations to support their brands. However, field research suggests few companies have utilized the full potential of PR Campaigns across the entire product lifecycle – Preparing, Launching, Growing & Extending The 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.

This pharmaceutical-focused research identifies which Public Relations activities are most effective at reaching consumers throughout the product lifecycle. The study also delivers insights into what Public Relations channels, tactics and approaches are most effective for reaching consumers of pharmaceutical and healthcare products.

With interviews from executives at six top companies, extensive survey data and insights drawn from 18 surveyed companies, this report provides executives, directors, and managers in Marketing and Public Relations at pharmaceutical companies with actionable insights to better align PR activities and tactics with the different stages of 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.

Topics covered in this study include:
  • 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
  • Ideal budget ratios and performance measurements
  • Lessons learned and best practices

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
Table of Contents

RESEARCH OVERVIEW 3
Research Objective & Methodology 4
Benchmark Partners 5
Partner Job Levels, Titles, and Locations 6
Partner Experience Levels 7

KEY INSIGHTS, FINDINGS, & OBSERVATIONS 8
Apply PR Tools & Tactics throughout the Lifecycle 9
PR Tools Help Educate & Inform the Market 10
PR is a Flexible Tool across the Product Lifecycle 11
PR is a Cornerstone of Market Entry, Launch, & Brand Building 12
PR Tools Extend the Brand in Later Life 13
PR is Useful for Building Bridges to the Next Generation
Of Successor Products 14
New Technologies Create New PR Opportunities 15

PRE-LAUNCH 16
Press Releases are Ideal to Seed Pre-Launch Information 17
Early PR Guides Consumers to Trusted Third-Party Info Resources 18
Introduce New Medical Ideas through Third-Party Expertise 19
Shaping the Market for Successful Entry of New Products 20
Employ PR to Reach Consumers through Patient Advocacy Groups 21
Public Relations can Create Buzz for New Treatment Paradigms 22
Proactive Media Outreach through Science and Human Interest
Stories Spur Public Interest in the New Product 23
Understand the Formula for Bringing Non-Intuitive Mechanism
Of Action Medicines to Market 24
Inform Consumers through PR, Educational Messages
& Personal Stories 25

LAUNCH 26
Using Experts, Media, and Ed Events to Educate at Launch 27
Traditional Media Remains Vital Player in PR Impact 28
Build Positive Coverage by Providing Media Access to KOL’s 29
Human Interest Positioning Touches Hearts 30
Media Spotlights Can Reach Millions in Seconds 31
Patient Advocacy Groups are Trusted Sources of Information 32
Link with Advocacy Groups by Understanding Their Needs 33
Differentiating Product A Means Building Advocacy Group Bridges 34
In a Crowded Market focus PR on Critical Target Groups 35
High-Impact PR Campaigns Relate the Medical Conditions
To the Consumer 36
Employ PR Tools to help Patients Assess Their Personal Risk 37
Educate Patients to Drive Interest in New Treatment Paradigms 38

SLENTROL CASE EXAMPLE 39
Slentrol Market Entry 40
Marketing Skills 41
Disease Awareness Research 42
Early PR 43
Later PR 44
BARC 45
Marrying Science & Human Interest 46
The PR Campaign 47
PR-Triggered News Stories 48
PR Coverage 49
New Media PR 50

BRAND BUILDING 51
The Growth Period is Ideal for Many PR Tools 52
Web Sites with Referral Mechanisms Expand Reach 53
Sponsorships with Patient Groups Raise Disease State Awareness 54
Employ PR Lifestyle Campaigns 55
Edgy PR Raises Awareness 56
PR Success Stories Often Involve Partnerships 57

FLOMAX CASE EXAMPLE 58
Brand Positioning 59
Celebrity Spokesperson 60
Branded Web Sites 61
Patient Motivation 62
Target Patient’s Family 63
Provide Communication Tools 64
Web Sites are an Essential Tool 65
UK Launch Spotlight 66
Expedite Change with Useful Diagnostic Tool 67
Support Advocacy Groups to Expand Disease State Awareness 68

LATE-LIFE MANAGEMENT 69
Later Stage PR Efforts 70
Sponsored Events 71
Advertorials 72
Information Alerts 73
Position Product PR to Reflect Total Cost Benefits 74
Leverage PR 75
Focus Mature Products’ PR on Underlying Condition 76

NEXIUM CASE EXAMPLE 77
Executive Summary 78
Nexium Profile 79
Building Bridges Between Product Generations 80
Public Relations Support 81
Provide Info Support Throughout the Customer Lifecycle 82
Employ Information Alerts 83
Education Tools 84
Educate, Inform, & Engage Patients 85
Engaging Patients 86
Employ Podcast Technologies 87
New Media Create Fresh PR Channels to Reach New Patient Populations 88
PR Campaigns 89
Celebrity Spokesman 90

PATENT EXPIRATION MANAGEMENT 91
Patent Expiration 92
Employ PR Tools to Reach Patients through Online Communications 93

FLUVIRIN CASE EXAMPLE 94
Fluvirin Profile 95
Executive Summary 96
Use YouTube 97
Use a Contest 98
Tap Into Online Communities 99

USING PR TOOLS FOR OPTIMAL ADVANTAGE 101
PR Tool Effectiveness Changes 102
Press Releases 103
More Effective PR Options Exist Upon Launch 104
The Growth Period is Ideal for many PR Tools 105
Later Stage PR Efforts Must be Focused 106
Patent Expiration 107
Media Interviews 108
Blogs/Social Networks 109

PUBLIC RELATIONS TACTICS 110
Patient Groups/Human Interest 111
PR Positioning Tactics 112
Patient Advocacy Groups 113
Human Interest Stories 114
Scientific Grounding 115
Tactical Elements Appealing to Consumers 116

PR CALLS TO ACTION 117
Ask Physician about Condition 118
Direct Consumers to Experts & Expertise 119
Inform & Inspire Consumers to Take Action 122
Medical Condition Websites 123
Web-Based Calls to Action 124
Patient Advocacy Websites 125
Brand Websites 126

RESOURCES AND SUPPORT SERVICES 127
Patient Stories 128
Best Web-based Resources 129
Informational Articles 131
Testimonials 132
Patient Advocacy Groups 133
Key PR Support Resources 134
Trusted Information Sources 136
Client/Vendor Relationships 137

EFFECTIVENESS, TIMING, & BUDGETING 138
Pre-Launch, Launch, & Growth Phases 139
PR Budget as Percentage of Annual Marketing Spend 140
Consistent PR Investment 141
Measuring PR 142
PR Performance Metrics 143
Non-Reliable PR Performance Metrics 144
Begin PR Early 145
Preparation 146
PR Coordination 147
Key PR Pitfalls 148

LESSONS LEARNED 149
General Good Practices 150
Engage, Inform & Educate 151
Tailor Late-Stage Tactics 152
Bridging Between Product Generations 153

APPENDIX 154
Data Interpretation 155

ABOUT BEST PRACTICES, LLC 156