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Using Public Relations to Launch, Grow and Extend Your Brands Report Summary
 

Using Public Relations to Launch, Grow and Extend Your Brands Report Summary

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In the post-launch stage of the product lifecycle, the importance of Public Relations rests in its ability to maintain, extend and transition the product. During this period, it is important for ...

In the post-launch stage of the product lifecycle, the importance of Public Relations rests in its ability to maintain, extend and transition the product. During this period, it is important for companies to recapture the initial buzz that surrounded a product at launch, as well as change the mix and objectives of their Public Relations efforts to adapt to the needs of a maturing product. Late in the lifecycle, savvy communications leaders penetrate into core customer groups by building strong ties to social network communities, sponsoring educational seminars for existing and new patient sub-populations and dispersing information via articles, websites and alerts.
Best Practices, LLC conducted this research to identify which Public Relations activities most effectively educate and inform consumers after product launch. The study also delivers insights into the most effective Public Relations tools for reaching consumers of pharmaceutical products, and includes three case studies demonstrating how an effective Public Relations campaign can impact a product’s success in the later phases of its lifecycle.
The results provided in this study include key benchmark metrics, executive insights and recommendations that Marketing and Public Relations Executives can utilize to enhance the use of Public Relations throughout the later lifecycle phases of a brand.

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    Using Public Relations to Launch, Grow and Extend Your Brands Report Summary Using Public Relations to Launch, Grow and Extend Your Brands Report Summary Document Transcript

    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsUsing Public Relations toLaunch, Grow and ExtendYour BrandsPROJECT BACKGROUND While Public Relations has long been used as a marketing tool by the pharmaceutical and biotechnology industries, its Benchmarking Report ability to reach consumers has never been greater. However, at-a-Glance field research suggests few companies utilize the full potential of Public Relations campaigns throughout the Featured Study Participants entire product lifecycle – from preparing and launching to • Abbott Laboratories growing and extending a brand. • AstraZeneca • AtheroGenics New technologies and market changes have greatly • Boehringer Ingelheim expanded the reach and potential of cost-efficient Public • Boiron Relations through websites, online social networks, blogs • Cubist Pharmaceuticals and traditional media sources. These mediums have joined • Emcure the traditional press release as effective and low-cost • Farmasa Schwabe methods that help drive sales. • Gebauer Company • Genentech This research identifies which Public Relations activities • Jazz Pharmaceuticals most effectively educate and inform consumers at different • Johnson & Johnson points in a products lifecycle. The report also delivers • Merck Serono insights into the most effective Public Relations channels, • Novartis tactics and calls-to-action for reaching consumers of • Novo Nordisk pharmaceutical products. Four case studies of successful • Pfizer products are included in this report to highlight Public • Solvay Relations tactics at different lifecycle stages: Slentrol • Wyeth (product launch), Flomax (brand-building), Nexium (productBest Practices, LLC © (919) 403-0251 1
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your Brands maturity) and Fluvirin (patent expiration). Industry Analysis 18 benchmark companies representing This report’s objectives include: the biopharmaceutical industry participated in this study. • Assessing Public Relations strategies and tactics that are most effective at different lifecycle Information Types stages • 57 Information Graphics • Identifying Public Relations tools and calls-to- • 29 Data Graphics • 600+ Metrics action that are most effective • 35 Best Practices • 28 Executive Narratives • Providing case analogs that reveal effective practices Report Length • Revealing innovative practices • 108 pages Topics covered in this study include: • Public Relations strategies and tactics that are most effective at different lifecycle stages • The most effective Public Relations tools and calls-to-action • Case studies that reveal valuable Public Relations practices • Successful website resources for consumers • Ideal budget ratios and performance measurements • Lessons learned and best practicesSTUDY METHODOLOGY This report comprises quantitative data and insights drawn from surveyed executives at 18 top pharmaceutical companies. This research also features deep-dive interviews with selected executives at seven of these companies. The report profiles executives, directors and managers in Marketing and Public Relations and uncovers their recommendations for better aligning Public Relations activities and tactics with the different stages of a product’s lifecycle. In addition, this report provides leaders with insights into performance measurements for Public Relations campaigns and those web-based resources that best engage patients.Best Practices, LLC © (919) 403-0251 2
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsREPORT STRUCTURE AND ORGANIZATION The project findings are organized into an executive summary, six topical chapters and an appendix. Following is a description of each section: • Executive summary: Explains the survey methodology, identifies participating companies and reports key findings. • Topical chapters: Features an overview of Optimal Use of Public Relations Tools and explores Public Relations approaches during each of the major lifecycle stages: Pre- Launch, Launch, Brand-Building, Late-Life Management and Patent Expiration Management. Four case studies are highlighted. • Appendix: Underlines Public Relations lessons learned and sets out general good practices.SAMPLE FINDINGS Among the findings that emerged from this research are the following: • Public Relations Strategies, Tools and Tactics Can Be Employed Across the Product Lifecycle: Field research identified effective uses of Public Relations throughout the product lifecycle. Moreover, more Public Relations forms proved effective than any one brand has sought to employ. This suggests that Public Relations tools may be underutilized across all lifecycle stages. • Public Relations Is a Cornerstone of Market-Entry Launch and Brand-Building: Field research revealed a “holy trinity” for Public Relations 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. • Public Relations Strategies, Tools and Tactics Can Profitably Extend the Brand During Its Later Life: Certain Public Relations tactics prove very useful for targeting new sub-populations that are under-served or newly served by the brand. Social networking communities are effective ways for patients, family members and friends to share information and resources and offer support about a common medical condition.Best Practices, LLC © (919) 403-0251 3
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your Brands • Public Relations Can Help Build a Bridge from First-Generation to Next-Generation Blockbuster: Building Bridges: Integrated Public Relations and communication strategies helped AstraZeneca and Eli Lilly build sturdy bridges from Prilosec to Nexium and from Prozac to Cymbalta. This “bridge building” requires good planning and, ideally, should commence at the back end of the first-generation product’s lifecycle. Timing of the Bridge Building: Field findings revealed that successor products generally should commence Public Relations two years prior to the new product’s global launch. Some participants recommended three years lead time. • New Technologies Create New Public Relations Opportunities: Social networking sites – such as Facebook, MySpace or disease-specific sites, like DepNet.com for depression sufferers – create links between brands and patients. Savvy communication experts are engaging these social networks throughout all stages of a brand’s lifecycle.DATA SECTION EXCERPTS PR Effectiveness, Timing and Budget (an Excerpt) Public Relations tools benefit all phases of the product lifecycle. However, research participants identify the pre-launch, launch and growth phases as the highest-impact lifecycle stages for Public Relations influence and effectiveness. “Now along the span of the As one interviewed director said, “The first few years is where it (product) life, you are evaluating [Public Relations] matters because that’s when you’re creating your how many competitors there are, what is the market share, market share and that’s when you’re dominating. The more you what is their share of voice and wait, the less it’s effective because decisions have made habits; what share of voice you want. If you want to become the leader doctors have decided already what they’re prescribing.” of share of voice and you want to steal market share, then you Still, nearly 50 percent of companies reported Public Relations have to speak louder than effectiveness during product maturity, and 16 percent reported them.” -Interviewed Executive Director, Public Relations tools to be effective during product decline. CommunicationsBest Practices, LLC © (919) 403-0251 4
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your Brands Pre-Launch, Launch & Growth Phases Benefit Greatly from PR Rate how effective your public relation campaigns have been during the following stages of the product’s lifecycle: Percentage of N respondents for Each Total Benchmark Class Stage Average Effectiveness for Each Stage Highly Highly Highly Highly Ineffective Effective Ineffective Effective Top 2 Boxes Public Relations Effectiveness N 1 2 3 4 5 1 2 3 4 5 Pre-Launch 14 0% 0% 7% 43% 50% 93% 4.428571 Launch 15 0% 0% 7% 20% 73% 93% 4.666667 Growth ( 1 - 5 years post-launch 16 0% 0% 0% 56% 44% 100% ) 4.4375 Mature ( 5 years post - launch to 15 0% 7% 47% 20% 27% 47% Patent Expiration ) 3.666667 Decline ( Post - Patent Expiration 16% 13 23% 38% 23% 8% 8% ) 2.384615 Figure 2.21: Pre-Launch, Launch & Growth Phases Benefit Greatly From Public Relations Public Relations spending is a “highly leveraged” marketing investment, meaning that a relatively small investment can provide high returns. Consequently, Public Relations investment ratios – as a percent of total marketing –consistently comprise 20-25 percent of budget until a product nears patent expiration, when most marketing expenditures are cut. One interviewed executive offered the opinion that “Big pharma -- with a lot of foresight --will fund their brands until the patent expires. Some other pharma will have to switch funds from one brand to a new brand and have to deal with less money and will only tend to fund the first year or the first two years, and that’s a bit of a mistake.”Best Practices, LLC © (919) 403-0251 5
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your Brands General Good Practices (an Excerpt) Public Relations tactics and tools are broad-reaching. Over time, Public Relations forms have proliferated – all targeted at reaching core influence groups like physicians, patients and media. Public Relations uses information-based calls-to-action to send the target audiences to resources of education, information or expertise. PR Tools Help Educate & Inform The Market Growth / Brand Transition / Pre-Launch/ Launch Maturity Decline Building Development Press Release CALLS TO ACTION Physicians Call Advocacy Audio PR Centers Groups TARGETS You Patients Tube Advertorial Ask Video PR Media Corp or Your MD Brand Social Networks Info Forum Blogs Website Figure 8.1: Public Relations Tools Help Educate and Inform the Market Many strategies and tactics have relevance for products across all lifecycle phases, but these practices are most effective for brands at launch and growth phases. However, the tactics must fit the individual product. Integrated communication strategies are essential in coordinating campaigns directed at different target groups. • Family-Related Public Relations Can Help With Key Sup-Populations: Family-oriented Public Relations can be a useful approach in engaging key sub- populations by age, gender and ethnicity.Best Practices, LLC © (919) 403-0251 6
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your Brands • Seed Public Relations with Insights About Personal Risk: Employ Public Relations tools to help patients assess their personal risk for a specific medical condition. • Include Diagnostic Tools on Product’s Web Site: Seed websites with useful online diagnostic tools to educate and expedite change. • Seed Web Site with Consumer Incentives: Populate brand websites with incentives (coupons, samples, co-pay assistance, contests, etc.) to engage consumers. • Use Patient Stories to Attract Different Groups: Use patient stories in a product’s Public Relations that cut across different patient groups and target high growth sub-populations.ABOUT BENCHMARKINGREPORTS.COM BenchmarkingReports.com is a service of Best Practices, LLC, world-leader in benchmarking research and analysis. BenchmarkingReports.com provides vital insights and data from our primary research at a fraction of original project cost. Best Practices, LLC has conducted pioneering benchmarking research for top companies since 1991, providing clients with "Access and Intelligence for Achieving World-Class Excellence." To learn how we can help you find solutions to your current business issues, visit our site at www.best-in-class.com.Best Practices, LLC © (919) 403-0251 7
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsTABLE OF CONTENTSExecutive Summary ....................................................................................................................... 6INTRODUCTION.............................................................................................................................. 6RESEARCH APPROACH ................................................................................................................ 8PARTICPANT DEMOGRAPHICS.................................................................................................... 8DEFINITIONS AND ABBREVIATIONS.......................................................................................... 10REPORT STRUCTURE AND ORGANIZATION............................................................................ 10KEY FINDINGS.............................................................................................................................. 10Using Public Relations Tools for Optimal Advantage.............................................................. 14PUBLIC RELATIONS CALLS-TO-ACTION ................................................................................... 22RESOURCES AND SUPPORT SERVICES .................................................................................. 27EFFECTIVENESS, TIMING AND BUDGET .................................................................................. 33Pre-Launch ................................................................................................................................... 40Launch .......................................................................................................................................... 58CASE STUDY SPOTLIGHT: SLENTROL...................................................................................... 68Brand-Building ............................................................................................................................. 74CASE STUDY SPOTLIGHT: FLOMAX.......................................................................................... 78Late-Life Management ................................................................................................................. 86CASE STUDY SPOTLIGHT: NEXIUM........................................................................................... 91Patent Expiration Management ................................................................................................ 101CASE STUDY SPOTLIGHT: FLUVIRIN ...................................................................................... 102Lessons Learned........................................................................................................................ 105GENERAL GOOD PRACTICES .................................................................................................. 105ENGAGE, INFORM AND EDUCATE........................................................................................... 106TAILOR LATE-STAGE TACTICS TO REACH SELECT SUB-POPULATION ............................ 107BRIDGE THE GAP BETWEEN PRODUCT GENERATIONS ..................................................... 107Best Practices, LLC © (919) 403-0251 8
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsTABLES AND FIGURESTable 1.1: Participating Companies ................................................................................................. 8Figure 1.1: Participant Job Titles ..................................................................................................... 9Figure 1.2: Benchmark Partners’ Experience .................................................................................. 9Figure 2.1: Apply Public Relations Tools and Tactics Throughout the Lifecycle ........................... 14Figure 2.2: Public Relations Tool Effectiveness Changes Over the Brand Lifecyle ...................... 15Figure 2.3: Media Interviews Get Company’s Message Out Best ................................................. 16Figure 2.4: Blogs and Social Networks Get Message Out in New Ways ...................................... 17Figure 2.5: Patient Groups, Human-Interest Key to Informing Patients and Family...................... 18Figure 2.6: Public Relations Positioning Tactics Offer Brand Teams Many Options..................... 19Figure 2.7: Human-Interest Stories Resonate with Patients, Media.............................................. 20Figure 2.8: Tactical Elements Appealing to Consumers Rated Best............................................. 21Figure 2.9: Ask Physician About Condition Rates Highest ............................................................ 22Figure 2.10: Public Relations Calls-To-Action Direct Consumers to Experts and Expertise......... 23Figure 2.11: Inform and Inspire Consumers to Take Action on Their Own Behalf ........................ 24Figure 2.12: Web-Based Calls-To-Action Direct Patients to Resources ....................................... 25Figure 2.13: Medical Condition Websites Are Most Highly Rated ................................................. 26Figure 2.14: Brand Websites Have More Options to Engage Consumers .................................... 27Figure 2.15: Consumers Relate Well to Patient Stories ................................................................ 28Figure 2.16: Best Web-Based Resouces Inform and Engage Patients......................................... 29Figure 2.17:Testimonials Offer Valuable Hope and Tips for Patients............................................ 30Figure 2.18: Patient Advocacy Groups Are Key Partners.............................................................. 31Figure 2.19: Key Public Relations Support Resources Help Inform Patients ................................ 32Figure 2.20: Trusted Information Sources Are Best Support Service............................................ 33Figure 2.21: Pre-Launch, Launch and Growth Phases Benefit Greatly From PublicRelations ........................................................................................................................................ 34Figure 2.22: Public Relations Budgets as a Percentage of Annual Marketing Spend................... 35Best Practices, LLC © (919) 403-0251 9
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsFigure 2.23: Measuring Public Relations Is a Double-Edged Sword............................................. 36Figure 2.24: Public Relations Performance Metrics Are Critical but Imprecise ............................. 37Figure 2.25: Begin Public Relations Early to Bridge From One Brand to Successor .................... 38Figure 3.1: Public Relations Can Creat Buzz for New Treatment Paradigms ............................... 39Figure 3.2: Formulas for Bringing Non-Intuitive Mechanism-of-Action Medicines to Market......... 41Figure 3.3: Public Relations Tool Effectiveness at Pre-Launch..................................................... 42Figure 3.4: Employ Public Relations to Reach Consumers Through Patient AdvocacyGroups ........................................................................................................................................... 43Figure 3.5: Early Public Relations Guides Consumers to Trusted Third-PartyInformational Resources ................................................................................................................ 44Figure 3.6: Introduce New Medical Ideas through Third-Party Expertise: Cymbalta..................... 45Figure 3.7: Inform Consumers Through PR, Educational Messages and Personal Stories:Cymbalta ........................................................................................................................................ 46Figure 3.8: Shaping the Market for Successful Entry of New Products: Rituxin............................ 47Figure 3.9: Early Advisory Board Harvests Insights and Seeds New Ideas .................................. 48Figure 3.10: Dare to Kick-Start Debate Before Full Clinical Data are Available ............................ 50Figure 3.11: Pre-Launch Scientific Discussion – But Don’t Promt Off-Label................................. 51Figure 3.12: Pre-Launch Scientific Communications..................................................................... 52Figure 3.13: B-Cell Dinners: Use Peer-to-Peer Discussions to Extend Science ........................... 53Figure 3.14: Seminars and Congresses Extend Message to Broader Audience .......................... 54Figure 3.15: Carefully Manage Expectations Pre-Launch ............................................................. 55Figure 3.16: Carefully Manage Expectations Post-Launch............................................................ 56Figure 3.17: Blueprint for Market-Entry Success ........................................................................... 57Figure 4.1: Using Experts, Media and Ed Events to Educate at Launch....................................... 58Figure 4.2: Build Positive Coverage by Providing Media Access to KOLs .................................... 60Figure 4.3: Media Spotlights Can Reach Millinons in a Few Seconds .......................................... 61Figure 4.4: Human-Interest Positioning Touches Hearts............................................................... 62Figure 4.5: Patient Advocacy Groups are Trusted Sources of Information ................................... 64Figure 4.6: Differentiating a Product Means Building Advocacy Group Bridges ........................... 65Best Practices, LLC © (919) 403-0251 10
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsFigure 4.7: High-Impact Public Relations Campaings Relate the Medical Condition to theConsumer....................................................................................................................................... 66Figure 4.8: Relate the Medical Condition to the Consumer ........................................................... 67Figure 4.9: Employ Public Relations Tools to Help Patients Assess their Personal Risk ............. 68Figure 4.10: Pfizer Focuses its Marketing Skills on Animal Health ............................................... 69Figure 4.11: Engage Consumers in Disease Awareness Research.............................................. 70Figure 4.12: Later Public Relations Drives Consumers to Branded Website ................................ 71Figure 4:13: “BARC” as a Diagnostic Tool..................................................................................... 72Figure 4:14: New Media Public Relations Were Integral to Slentrol’s Campaign.......................... 73Figure 5.1: Public Relations Tools, Post-Launch........................................................................... 74Figure 5.2: Websites with Referral Mechanisms Expand Reach................................................... 75Figure 5.3: Public Relations Success Stories Often Inolve Partnerships ...................................... 76Figure 5.4: Employ Public Relations Lifestyle Campgaigns to Educate and Personalizethe Condition ........................................................................................................................... 77Figure 5.5: Edgy Public Relations Raises Awareness for Symptomless Conditions..................... 78Figure 5.6: Anchor Brand Positioning Public Relations in Science, Safety and UnmetNeed............................................................................................................................................... 79Figure 5.7: A Celebirty Spokesperson can Help Personalize and Educate................................... 80Figure 5.8: Flomax Branded Website around the One-Week Challenge ...................................... 81Figure 5.9: Websites are an Essential Tool in Patient and Family Education ............................... 82Figure 5.10: Motivate Men to Seek “One Week” Improvement in Quality of Life .......................... 83Figure 5.11: Target Patient’s Family to Accelerate Treatment Pathway ....................................... 84Figure 6.1: Later Stage Public Relations Tool Effectiveness......................................................... 86Figure 6.2: Position Product Public Relation to Reflect Cost Benefits........................................... 88Figure 6.3: Public Relations Leveraging: Flomax .......................................................................... 90Figure 6.4: Build Bridges Between Product Generation to Transition Patients ............................. 92Figure 6.5: Provide Information Support throughout the Customer Lifecycle................................ 93Figure 6.6: Employ Tools to Seed and Grow Relationships with Patients in Chronic CareConditions ...................................................................................................................................... 94Figure 6.7: Education Tools Inform and Help Patients Self-Diagnose .......................................... 95Best Practices, LLC © (919) 403-0251 11
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsFigure 6.8: Polls Educate, Inform and Engage Patients ................................................................ 96Figur 6.9: Engage Patients on Lifestyle Fronts.............................................................................. 97Figure 6.10: Employ Technologies to Extend Education to Patient Populations........................... 98Figure 6.11: Public Relations Campaigns Trumpet “Nexium-Kids” Version .................................. 99Figure 6.12: A Celebrity Spokesperson Helps to Humanize Medical Conditions........................ 100Figure 7.1: Effective Public Relations Tools: Patent Expiration................................................... 101Figure 7.2: Use YouTube to Create Buzz and Flu Awareness .................................................... 102Figure 7.3: Use a Contest to Engage Amateurs and Professionals ............................................ 103Figure 8.1: Public Relations Tools Help Educate and Inform the Market .................................... 105Best Practices, LLC © (919) 403-0251 12
    • Report Summary: Using Public Relations to Launch, Grow and Extend Your BrandsORDER FORM I’d like to order the following Best Practice Benchmarking Report.® ID PUBLICATION TITLE QUANTITY PRICE SUBTOTALSM-181 Using Public Relations to Launch, Grow and Extend Your Brands Ordering 3 or more reports Deduct 10% Options Shipping and Handling: Add $26 ($48 international) per report ONLINE TOTAL benchmarkingreports.com PHONE SHIP TO: (919) 403-0251 Name Title FAX (919) 403-0144 Company EMAIL Street Address bestpractices@best-in- class.com City/State/Country Zip MAIL Phone Fax Best Practices, LLC 6350 Quadrangle Drive Email Suite 200 Chapel Hill, NC 27517 PAYMENT OPTIONS: Check enclosed payable to “Best Practices, LLC” Visa MasterCard American ExpressCard Number Exp. DateAuthorized SignatureBest Practices, LLC © (919) 403-0251 13