 | Using Public Relations to Launch, Grow and Extend Your Brands
This 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. This research yields extensive benchmarking data on the best practices for achieving Public Relations excellence throughout the entire life of a product.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; ChemicalCOMPANIES 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; WyethSTUDY SNAPSHOTMarketing 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 PracticesFour 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 FINDINGSAmong 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.Publication Date:July 2009public relations, launch, grow, extend, brand, generic drugs, commercial, market entry, brand maturity, pharmaceutical, brand growth, product commercialization, disease state awareness, brand websites, media, timing, execution, product lifecycle, calls-to-action, health care, biotech, chemical, Abbott, AstraZeneca, AtheroGenics, Boehringer Ingelheim, Boiron, Cubist Pharmaceuticals, Emcure, Farmasa Schwabe, Gebauer Company, Genentech, Jazz Pharmaceuticals, Johnson & Johnson, Merck Serono, Novartis, Novo Nordisk, Pfizer, Solvay, Wyeth, marketing, pre-launch, brand-building, late-life management, patent expiration management, budget ratios, performance measurements, Slentrol, Flomax, Nexium, Fluvirin, educational events, educational materials, advertorials, patient advocacy groups, human-interest positioning, lifestyle positioning, family relevance positioning, Eli LIlly, Prilosec, Prozac, CymbaltaPages:108 Publication Date:July 2009
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