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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 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.