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Products & Services

Using Public Relations to Launch, Grow and Extend Your Brands

ID: SM-181


Features:

57 Info Graphics

29 Data Graphics

603 Metrics

28 Narratives

35 Best Practices


Pages: 108


Published: Pre-2013


Delivery Format: Shipped


 

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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
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.

Thus, while industry trends introduce challenges to product commercialization, technology is enabling PR leaders to fashion innovative PR campaigns. New media channels like the Internet have improved the reach of Public Relations through such forums as online disease state awareness groups and brand websites. The immediacy of these media has also enhanced the opportunity for shrewdly timing and executing PR activities in the product lifecycle.

This Best Practices, LLC benchmarking report identifies the most current and effective PR tools and calls-to-action, and explores how top companies align these tactics with each stage of a product’s lifecycle. Pharmaceutical executives and directors can use this research to optimize Public Relations during launch and brand-building years, and implement a PR strategy that can help build a bridge from first- to next-generation product success.

This research also features four case studies detailing Public Relations success stories, all at different lifecycle stages: Slentrol (Product Launch), Flomax (Brand-Building), Nexium (Product Maturity) and Fluvirin (Patent Expiration).


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


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


Study Snapshot

Marketing and Public Relations executives, directors and managers at 18 pharmaceutical companies participated in an in-depth online survey, and six executives, via deep-dive interviews, contributed their insights to this report. This research yields extensive benchmarking data on and best practices for achieving Public Relations excellence throughout the entire life of a product. Core topics covered include:
  • Using Public Relations Tools for Optimal Advantage
  • Public Relations during Pre-Launch
  • Public Relations during Launch
  • Public Relations during Brand-Building
  • The Role of Public Relations in Late-Life Management
  • Public Relations and Patent Expiration Management
  • Ideal Budget Ratios and Performance Measurements
  • Lesson Learned and General Good Practices

Four case studies are featured, detailing Public Relations success stories at different lifecycle stages: Slentrol (Product Launch), Flomax (Brand-Building), Nexium (Product Maturity) and Fluvirin (Patent Expiration).

Key Findings

Among the findings that emerged from this research were the following:

Public Relations in Launch & Brand-Building: The lifecycle phases where PR tactics appeared to be the most effective and actively used were at launch and the brand-building years. Websites are key tools for reaching patients, family members and physicians during these phases. Nearly two-thirds of all research participants positively assessed the following PR tools during launch and brand building years: use of the media, appeals to trusted experts, conducting educational events, producing educational materials and advertorials and sponsoring patient advocacy groups.

PR Relevance to Patients & Consumers: Field research revealed a “holy trinity” for PR specialists. The three aspects of this operational strategy are human-interest positioning, lifestyle positioning and family relevance positioning. Public Relations campaigns that touch these groups tend to engage consumers and win media attention.

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.


Table of Contents

Executive Summary 6

INTRODUCTION 6

RESEARCH APPROACH 8

PARTICPANT DEMOGRAPHICS 8

DEFINITIONS AND ABBREVIATIONS 10

REPORT STRUCTURE AND ORGANIZATION 10

KEY FINDINGS 10

Using Public Relations Tools for Optimal Advantage 14

PUBLIC RELATIONS CALLS-TO-ACTION 22

RESOURCES AND SUPPORT SERVICES 27

EFFECTIVENESS, TIMING AND BUDGET 33

Pre-Launch 40

Launch 58

CASE STUDY SPOTLIGHT: SLENTROL 68

Brand-Building 74

CASE STUDY SPOTLIGHT: FLOMAX 78

Late-Life Management 86

CASE STUDY SPOTLIGHT: NEXIUM 91

Patent Expiration Management 101

CASE STUDY SPOTLIGHT: FLUVIRIN 102

Lessons Learned 105

GENERAL GOOD PRACTICES 105

ENGAGE, INFORM AND EDUCATE 106

TAILOR LATE-STAGE TACTICS TO REACH SELECT SUB-POPULATION 107

BRIDGE THE GAP BETWEEN PRODUCT GENERATIONS 107

List of Charts & Exhibits

Table 1.1: Participating Companies 8

Figure 1.1: Participant Job Titles 9

Figure 1.2: Benchmark Partners’ Experience 9

Figure 2.1: Apply Public Relations Tools and Tactics Throughout the Lifecycle 14

Figure 2.2: Public Relations Tool Effectiveness Changes Over the Brand Lifecyle 15

Figure 2.3: Media Interviews Get Company’s Message Out Best 16

Figure 2.4: Blogs and Social Networks Get Message Out in New Ways 17

Figure 2.5: Patient Groups, Human-Interest Key to Informing Patients and Family 18

Figure 2.6: Public Relations Positioning Tactics Offer Brand Teams Many Options 19

Figure 2.7: Human-Interest Stories Resonate with Patients, Media 20

Figure 2.8: Tactical Elements Appealing to Consumers Rated Best 21

Figure 2.9: Ask Physician About Condition Rates Highest 22

Figure 2.10: Public Relations Calls-To-Action Direct Consumers to Experts and Expertise 23

Figure 2.11: Inform and Inspire Consumers to Take Action on Their Own Behalf 24

Figure 2.12: Web-Based Calls-To-Action Direct Patients to Resources 25

Figure 2.13: Medical Condition Websites Are Most Highly Rated 26

Figure 2.14: Brand Websites Have More Options to Engage Consumers 27

Figure 2.15: Consumers Relate Well to Patient Stories 28

Figure 2.16: Best Web-Based Resouces Inform and Engage Patients 29

Figure 2.17:Testimonials Offer Valuable Hope and Tips for Patients 30

Figure 2.18: Patient Advocacy Groups Are Key Partners 31

Figure 2.19: Key Public Relations Support Resources Help Inform Patients 32

Figure 2.20: Trusted Information Sources Are Best Support Service 33

Figure 2.21: Pre-Launch, Launch and Growth Phases Benefit Greatly From Public Relations 34

Figure 2.22: Public Relations Budgets as a Percentage of Annual Marketing Spend 35

Figure 2.23: Measuring Public Relations Is a Double-Edged Sword 36

Figure 2.24: Public Relations Performance Metrics Are Critical but Imprecise 37

Figure 2.25: Begin Public Relations Early to Bridge From One Brand to Successor 38

Figure 3.1: Public Relations Can Creat Buzz for New Treatment Paradigms 39

Figure 3.2: Formulas for Bringing Non-Intuitive Mechanism-of-Action Medicines to Market 41

Figure 3.3: Public Relations Tool Effectiveness at Pre-Launch 42

Figure 3.4: Employ Public Relations to Reach Consumers through

Patient Advocacy Groups 43

Figure 3.5: Early Public Relations Guides Consumers to Trusted

Third-Party Informational Resources 44

Figure 3.6: Introduce New Medical Ideas through Third-Party Expertise: Cymbalta 45

Figure 3.7: Inform Consumers Through PR, Educational Messages and

Personal Stories: Cymbalta 46

Figure 3.8: Shaping the Market for Successful Entry of New Products: Rituxin 47

Figure 3.9: Early Advisory Board Harvests Insights and Seeds New Ideas 48

Figure 3.10: Dare to Kick-Start Debate Before Full Clinical Data are Available 50

Figure 3.11: Pre-Launch Scientific Discussion – But Don’t Promt Off-Label 51

Figure 3.12: Pre-Launch Scientific Communications 52

Figure 3.13: B-Cell Dinners: Use Peer-to-Peer Discussions to Extend Science 53

Figure 3.14: Seminars and Congresses Extend Message to Broader Audience 54

Figure 3.15: Carefully Manage Expectations Pre-Launch 55

Figure 3.16: Carefully Manage Expectations Post-Launch 56

Figure 3.17: Blueprint for Market-Entry Success 57

Figure 4.1: Using Experts, Media and Ed Events to Educate at Launch 58

Figure 4.2: Build Positive Coverage by Providing Media Access to KOLs 60

Figure 4.3: Media Spotlights Can Reach Millinons in a Few Seconds 61

Figure 4.4: Human-Interest Positioning Touches Hearts 62

Figure 4.5: Patient Advocacy Groups are Trusted Sources of Information 64

Figure 4.6: Differentiating a Product Means Building Advocacy Group Bridges 65

Figure 4.7: High-Impact Public Relations Campaings Relate the

Medical Condition to the Consumer 66

Figure 4.8: Relate the Medical Condition to the Consumer 67

Figure 4.9: Employ Public Relations Tools to Help Patients Assess their Personal Risk 68

Figure 4.10: Pfizer Focuses its Marketing Skills on Animal Health 69

Figure 4.11: Engage Consumers in Disease Awareness Research 70

Figure 4.12: Later Public Relations Drives Consumers to Branded Website 71

Figure 4:13: “BARC” as a Diagnostic Tool 72

Figure 4:14: New Media Public Relations Were Integral to Slentrol’s Campaign 73

Figure 5.1: Public Relations Tools, Post-Launch 74

Figure 5.2: Websites with Referral Mechanisms Expand Reach 75

Figure 5.3: Public Relations Success Stories Often Inolve Partnerships 76

Figure 5.4: Employ Public Relations Lifestyle Campgaigns to Educate and

Personalize the Condition 77

Figure 5.5: Edgy Public Relations Raises Awareness for Symptomless Conditions 78

Figure 5.6: Anchor Brand Positioning Public Relations in Science, Safety and Unmet Need 79

Figure 5.7: A Celebirty Spokesperson can Help Personalize and Educate 80

Figure 5.8: Flomax Branded Website around the One-Week Challenge 81

Figure 5.9: Websites are an Essential Tool in Patient and Family Education 82

Figure 5.10: Motivate Men to Seek “One Week” Improvement in Quality of Life 83

Figure 5.11: Target Patient’s Family to Accelerate Treatment Pathway 84

Figure 6.1: Later Stage Public Relations Tool Effectiveness 86

Figure 6.2: Position Product Public Relation to Reflect Cost Benefits 88

Figure 6.3: Public Relations Leveraging: Flomax 90

Figure 6.4: Build Bridges Between Product Generation to Transition Patients 92

Figure 6.5: Provide Information Support throughout the Customer Lifecycle 93

Figure 6.6: Employ Tools to Seed and Grow Relationships with

Patients in Chronic Care Conditions 94

Figure 6.7: Education Tools Inform and Help Patients Self-Diagnose 95

Figure 6.8: Polls Educate, Inform and Engage Patients 96

Figur 6.9: Engage Patients on Lifestyle Fronts 97

Figure 6.10: Employ Technologies to Extend Education to Patient Populations 98

Figure 6.11: Public Relations Campaigns Trumpet “Nexium-Kids” Version 99

Figure 6.12: A Celebrity Spokesperson Helps to Humanize Medical Conditions 100

Figure 7.1: Effective Public Relations Tools: Patent Expiration 101

Figure 7.2: Use YouTube to Create Buzz and Flu Awareness 102

Figure 7.3: Use a Contest to Engage Amateurs and Professionals 103

Figure 8.1: Public Relations Tools Help Educate and Inform the Market 105