Abstract
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; Biotechnology; Chemical
COMPANIES PROFILED:
- Abbott; AstraZeneca; AtheroGenics; Boehringer Ingelheim; Boiron; Cubist
Pharmaceuticals; Emcure; Farmasa Schwabe; Gebauer Company; Jazz
Pharmaceuticals; Johnson & Johnson; Merck Serono; Novartis; Novo Nordisk;
Pfizer; Solvay; Wyeth
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 Prozan to Cymbalta. This "bridge building" requires good planning
and, ideally, should commence at the back end of the first-generation
product' s lifecycle.
| 
View Cart
