Public Relations Excellence

Using Pr to Launch, Grow, and Extend Your Brands

Publication Date	October 2008
Publisher	Best Practices
Product Type	Report
Pages	158
ISBN Number	not applicable
Product Code	BPC00051

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Summary

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 hgihgly 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 gropus 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

Industries Profiled:

Health Care; Biotechnology; Pharmaceutical

Companies Profiled:

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

Content

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
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