Using Public Relations to Launch, Grow and Extend Your Brands

Published by: Best Practices, LLC

Published: Mar. 1, 2009 - 108 Pages

Table of Contents

EXECUTIVE SUMMARY

Introduction

Research Approach

Participating Companies

Table 1.1: Participating Companies

Figure 1.1: Participant Job Titles

Figure 1.2: Benchmark Partners’ Experience

Definitions and Abbreviations

Report Structure and Organization

Key Findings

USING PUBLIC RELATIONS TOOLS FOR OPTIMAL ADVANTAGE

Figure 2.1: Apply Public Relations Tools and Tactics throughout the Lifecycle

Figure 2.2: Public Relations Tool Effectiveness Changes Over the Brand Lifecycle

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

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

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

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

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

Figure 2.8: Tactical Elements Appealing to Consumers Rated Best Public Relations Calls-to-Action

Figure 2.9: Ask Physician about Condition Rates Highest

Figure 2.10: Public Relations Calls-to-Action Direct Consumers to Experts & Expertise

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

Figure 2.12: Web-based Calls-to-action Direct Patients to Resources

Figure 2.13: Medical Condition Websites are Most Highly Rated

Figure 2.14: Brand Websites Have More Options to Engage Consumers Resources and Support Services

Figure 2.15: Consumers Relate Well to Patient Stories

Figure 2.16: Best Web-Based Resources Inform and Engage Patients

Figure 2.17: Testimonials Offer Valuable Hope and Tips for Patients

Figure 2.18: Patient Advocacy Groups Are Key Partners

Figure 2.19: Key Public Relations Support Resources Help Inform Patients

Figure 2.20: Trusted Information Sources are Best Support Service Effectiveness, Timing and Budget

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

Figure 2.22: Public Relations Budgets as Percent of Annual Marketing Spend

Figure 2.23: Measuring Public Relations is a Double-Edged Sword

Figure 2.24: Public Relations Performance Metrics Are Critical but Imprecise

Figure 2.25: Begin Public Relations early to bridge From One Brand To Successor

PRE-LAUNCH

Figure 3.1: Public Relations Can Create Buzz for New Treatment Paradigms

Figure 3.2: Formula for Bringing Non-Intuitive Mechanism of Action Medicines To Market

Figure 3.3: Public Relations Tool Effectiveness at Pre-Launch

Figure 3.4: Employ Public Relations to Reach Consumers through Patient Advocacy Groups

Figure 3.5: Early Public Relations Guides Consumers to Trusted Third-Party Info Resources

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

Figure 3.7: Inform Consumers through PR, Educational Messages & Personal Stories: Cymbalta

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

Figure 3.9: Early Advisory Board Harvests Insights & Seeds New Ideas

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

Figure 3.11: Incite Scientific Discussion - But Don’t Promote Off-Label

Figure 3.12: Pre-Launch Scientific Communications

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

Figure 3.14: Seminars and Congresses Extend Message to Broader Audience

Figure 3.15: Carefully Manage Expectations Pre-Launch

Figure 3.16: Carefully Manage Expectations Post-Launch

Figure 3.17: Blue Print for Market-Entry Success

LAUNCH

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

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

Figure 4.3: Media Spotlights Can Reach Millions in a Few Seconds

Figure 4.4: Human-Interest Positioning Touches Hearts

Figure 4.5: Patient Advocacy Groups Are Trusted Sources of Information

Figure 4.6: Differentiating a Product Means Building Advocacy Group Bridges

Figure 4.7: High-Impact Public Relations Campaigns Relate the Medical Condition To the Consumer

Figure 4.8: Relate the Medical Condition to the Consumer

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

Case Study Spotlight: Slentrol

Figure 4.10: Pfizer Focuses Its Marketing Skills on Animal Health

Figure 4.11: Engage Consumers in Disease Awareness Research

Figure 4.12: Later Public Relations Drives Consumers to Branded Website

Figure 4.13: BARC as a Diagnostic Tool

Figure 3.14: New Media Public Relations Were Integral to Slentrol’s

Campaign

BRAND-BUILDING

Figure 5.1: Public Relations Tools, Post-Launch

Figure 5.2: Websites with Referral Mechanisms Expand Reach

Figure 5.3: Public Relations Success Stories Often Involve Partnerships

Figure 5.4: Employ Public Relations Lifestyle Campaigns to Educate and

Personalize the Condition

Figure 5.5: Edgy Public Relations Raises Awareness for Symptomless Conditions

Case Study Spotlight: Flomax

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

Figure 5.7: A Celebrity Spokesperson Can Help Personalize and Educate

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

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

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

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

LATE-LIFE MANAGEMENT

Figure 6.1: Later Stage Public Relations Tool Effectiveness

Figure 6.2: Position Product Public Relations to Reflect Total Cost Benefits

Figure 6.3: Public Relations Leveraging: Flomax

Case Study Spotlight: Nexium

Figure 6.4: Build Bridges between Product Generation to Transition Patients

Figure 6.5: Provide Info Support throughout the Customer Lifecycle

Figure 6.6: Employ Tools to Seed and Grow Relationships with Patients in Chronic Care Conditions

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

Figure 6.8: Polls Educate, Inform & Engage Patients

Figure 6.9: Engage Patients on Lifestyle Fronts

Figure 6.10: Employ Technologies to Extend Education to Patient Populations

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

Figure 6.12: A Celebrity Spokesperson Helps to Humanize Medical Conditions

PATENT EXPIRATION MANAGEMENT

Figure 7.1: Effective Public Relations Tools, Patent Expiration

Case Study Spotlight: Fluvirin

Figure 7.2: Use YouTube to Create Buzz and Flu Awareness

Figure 7.3: Use a Contest to Engage Amateurs and Professionals

LESSONS LEARNED

General Good Practices

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

Engage, Inform and Educate

Tailor Late-Stage Tactics to Reach Select Sub-Populations

Bridge the Gap between Product Generations

Abstract

• 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

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