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

Published by: Best Practices, LLC

Published: Oct. 1, 2008 - 158 Pages

Table of Contents

RESEARCH OVERVIEW

Research Objective & Methodology

Benchmark Partners

Partner Job Levels, Titles, and Locations

Partner Experience Levels

KEY INSIGHTS, FINDINGS, & OBSERVATIONS

Apply PR Tools & Tactics throughout the Lifecycle

PR Tools Help Educate & Inform the Market

PR is a Flexible Tool across the Product Lifecycle

PR is a Cornerstone of Market Entry, Launch, & Brand Building

PR Tools Extend the Brand in Later Life

PR is Useful for Building Bridges to the Next Generation

Of Successor Products

New Technologies Create New PR Opportunities

PRE-LAUNCH

Press Releases are Ideal to Seed Pre-Launch Information

Early PR Guides Consumers to Trusted Third-Party Info Resources

Introduce New Medical Ideas through Third-Party Expertise

Shaping the Market for Successful Entry of New Products

Employ PR to Reach Consumers through Patient Advocacy Groups

Public Relations can Create Buzz for New Treatment Paradigms

Proactive Media Outreach through Science and Human Interest

Stories Spur Public Interest in the New Product

Understand the Formula for Bringing Non-Intuitive Mechanism

Of Action Medicines to Market

Inform Consumers through PR, Educational Messages & Personal Stories

LAUNCH

Using Experts, Media, and Ed Events to Educate at Launch

Traditional Media Remains Vital Player in PR Impact

Build Positive Coverage by Providing Media Access to KOL’s

Human Interest Positioning Touches Hearts

Media Spotlights Can Reach Millions in Seconds

Patient Advocacy Groups are Trusted Sources of Information

Link with Advocacy Groups by Understanding Their Needs

Differentiating Product A Means Building Advocacy Group Bridges

In a Crowded Market focus PR on Critical Target Groups

High-Impact PR Campaigns Relate the Medical Conditions

To the Consumer

Employ PR Tools to help Patients Assess Their Personal Risk

Educate Patients to Drive Interest in New Treatment Paradigms

SLENTROL CASE EXAMPLE

Slentrol Market Entry

Marketing Skills

Disease Awareness Research

Early PR

Later PR

BARC

Marrying Science & Human Interest

The PR Campaign

PR-Triggered News Stories

PR Coverage

New Media PR

BRAND BUILDING

The Growth Period is Ideal for Many PR Tools

Web Sites with Referral Mechanisms Expand Reach

Sponsorships with Patient Groups Raise Disease State Awareness

Employ PR Lifestyle Campaigns

Edgy PR Raises Awareness

PR Success Stories Often Involve Partnerships

FLOMAX CASE EXAMPLE

Brand Positioning

Celebrity Spokesperson

Branded Web Sites

Patient Motivation

Target Patient’s Family

Provide Communication Tools

Web Sites are an Essential Tool

UK Launch Spotlight

Expedite Change with Useful Diagnostic Tool

Support Advocacy Groups to Expand Disease State Awareness

LATE-LIFE MANAGEMENT

Later Stage PR Efforts

Sponsored Events

Advertorials

Information Alerts

Position Product PR to Reflect Total Cost Benefits

Leverage PR

Focus Mature Products’ PR on Underlying Condition

NEXIUM CASE EXAMPLE

Executive Summary

Nexium Profile

Building Bridges Between Product Generations

Public Relations Support

Provide Info Support Throughout the Customer Lifecycle

Employ Information Alerts

Education Tools

Educate, Inform, & Engage Patients

Engaging Patients

Employ Podcast Technologies

New Media Create Fresh PR Channels to Reach New Patient Populations

PR Campaigns

Celebrity Spokesman

PATENT EXPIRATION MANAGEMENT

Patent Expiration

Employ PR Tools to Reach Patients through Online Communications

FLUVIRIN CASE EXAMPLE

Fluvirin Profile

Executive Summary

Use YouTube

Use a Contest

Tap Into Online Communities

USING PR TOOLS FOR OPTIMAL ADVANTAGE

PR Tool Effectiveness Changes

Press Releases

More Effective PR Options Exist Upon Launch

The Growth Period is Ideal for many PR Tools

Later Stage PR Efforts Must be Focused

Patent Expiration

Media Interviews

Blogs/Social Networks

PUBLIC RELATIONS TACTICS

Patient Groups/Human Interest

PR Positioning Tactics

Patient Advocacy Groups

Human Interest Stories

Scientific Grounding

Tactical Elements Appealing to Consumers

PR CALLS TO ACTION

Ask Physician about Condition

Direct Consumers to Experts & Expertise

Inform & Inspire Consumers to Take Action

Medical Condition Websites

Web-Based Calls to Action

Patient Advocacy Websites

Brand Websites

RESOURCES AND SUPPORT SERVICES

Patient Stories

Best Web-based Resources

Informational Articles

Testimonials

Patient Advocacy Groups

Key PR Support Resources

Trusted Information Sources

Client/Vendor Relationships

EFFECTIVENESS, TIMING, & BUDGETING

Pre-Launch, Launch, & Growth Phases

PR Budget as Percentage of Annual Marketing Spend

Consistent PR Investment

Measuring PR

PR Performance Metrics

Non-Reliable PR Performance Metrics

Begin PR Early

Preparation

PR Coordination

Key PR Pitfalls

LESSONS LEARNED

General Good Practices

Engage, Inform & Educate

Tailor Late-Stage Tactics

Bridging Between Product Generations

APPENDIX

Data Interpretation

ABOUT BEST PRACTICES, LLC

Abstract

• 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

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