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
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