Promote Pharma PR Benefits

Public Relations Management
Dr. Ahmed Saleh
Product Manager
Orchidia Pharmaceuticals
Marketing Club Instructor

Have Shifted
Away From Mass Marketing
(Less Broadcasting)
Segmented Marketing
(More Narrowcasting)
Marketers

Marketing Communications Mix
Company uses to pursue its
advertising and marketing objectives.
The specific mix of
Advertising personal selling Sales Promotion
Public relations

Advertising
Personal selling Sales Promotion
Public Relations Direct Marketing
Carefully Blended
Clear
Consistent
Compelling
message

Advertising
• Reaches Many Buyers.
• Repeats Message Many Times.
• Impersonal.
• Expensive.

Personal Selling
• Personal Interaction
• Relationship Building
• Most Expensive Promo Tool

Direct Marketing
• Nonpublic
• Immediate
• Customized
• Interactive

Sales Promotion
• Wide Assortment of Tools & Rewards.
• Quick Response.
• Efforts Short-Lived.

Public Relations
• Very Believable
• Dramatize a Company or Product.
• Underutilized

Public Relations
Strategic communication process.
Builds mutually beneficial relationships
between organizations and their publics
• Obtaining Favorable Publicity
• Building Up a Good Corporate Image
• Handling or Heading Off Unfavorable Rumors,
Stories, and Events.

Major Public Relations Functions
Press Relations or Agentry
Product Publicity
Public Affairs
Lobbying
Investor Relations

The positives of PR for pharma
Pharmaceutical public relations fulfils a much more important role than just creating promotional adverts; it is a
vital adjunct in educating patients about drugs and diseases
The pharmaceutical industry today is feeling squeezed on many fronts: fewer blockbuster drugs
being launched, more me-too drugs vying for attention, patent expirations and the resulting generic
threat.
Scientific exchange
Balanced risk information
KOLs and patient advocates
Relationship marketing initiatives
Innovative communication links

Balanced risk information
This means that scientific data on investigational drugs can be included in
press releases intended for physicians, patients and the public. The FDA
requires these releases to include a fair balance, that is to say, the
presentation of balanced risk information. In addition, companies
conducting medical research can also meet with patient groups to update
them on scientific developments with regard to both investigational and
marketed drugs, as such information potentially may have value for their
audience. These interactions, typically driven by the PR function, can take
the form of educational information packs and personal meetings.

Relationship marketing initiatives
PR directed towards consumers is proficient at patient engagement, specifically
driving people into databases, where questions are asked, information is
dispatched and names are captured. At some point in the dialogue, an opt-in query
is made and, if the patient consents, the company has the chance to communicate
fairly balanced product messages that meet regulatory guidelines.
Direct-to-consumer (DTC) PR efforts boost corporate value and return on
investment for disease-awareness advertising with minimal investment. A $4-6m PR
campaign delivers a significant level of disease-state media relations and
educational events in partnership with advocacy groups, complete with direct
response mechanisms such as website address, freephone number, PO box.

Innovative communication links
Some of the most innovative patient education programmes have been conceived when PR
professionals are included in the discussion.
PR programmes have long been designed to educate patients on their conditions and
treatment options to help them take a more active role in managing their health. A number
of pharmacy and medical directors view patient education as one of the more important
contributions that pharmaceutical companies can make when interacting with managed
health plans. These programmes help to reduce unnecessary office visits, which is
especially important in a capitated payment system. Value-added patient education
programmes also help insurers to be more competitive, enabling them to hold on to patients
for longer.

KOLs and patient advocates
Key opinion leaders (KOLs) provide companies with strategic feedback through appropriate consulting
relationships. Their involvement in disease education can increase the level of attention paid to a particular
unmet medical need.
One of the challenges faced by companies in seeking to educate physicians, patients and consumers about
marketed products is securing KOLs to help with these educational efforts.
KOLs not only have to be experts in their medical field; they must also have superior communication skills. In
addition, in many crowded therapeutic areas, there are not many KOLs without conflicts of interest. Indeed,
the crème de la crème of the KOL population is nearly exhausted, given the number of marketed drugs
already available and new drugs being developed.
PR can help overcome this scarcity challenge. The identification of up-and-coming thought leaders has long
been a key requirement for PR practitioners. News media demand credible local medical spokespeople who
can address the burning issues related to a disease state or drug in a specific market. Working with local
community groups and third-party patient associations, PR can involve experts from the Latino and black
communities, for example, whose members have a higher prevalence of hypertension and diabetes.
Therefore, either younger physicians nominated by the current KOLs, or local experts identified through
patient advocacy recommendations, constitute another respected base of credible advocates who might, in
fact, become future KOLs.

Enhanced patient adherence
There are proven examples of the value of PR in enhancing compliance using local
community educational events. There is a correlation between compliance and the amount of
information patients receive about their condition and the role their prescription medicine
plays in improving their health state. For example, compliance is higher when patients with
hypercholesterolaemia understand the role of high-density lipoprotein versus low-density
lipoprotein, how a prescription can affect those measures, when medicines start to work
(long versus short half-lives) and how long they will need to be on them until the problem is
under control.

Advertising Public Relations Marketing
Messages Mass Media outlet :
• Radio
• TV
• Billboard
• Internet
• Print
Specific Tools:
• Special events
• Press conference
• News Releases
• Speeches
• Social media
Branded Materials:
• Brochure
• Flyer
• Banners
• Catalog
• Promo products
Cost • Paid
• Expensive
Free or low cost • Paid
• Range of cost
Audience Consumers Publics Target Market
Support Supports PR Create and manage marketing and ad
message
Support advertising
Function Sell goods & services by
promotion brands
To manage relationships between
audience and brand by building and
maintaining environments
To increase demand and
interests by building and
maintaining markets.
control By organization By both organization and media outlet By organization

Public Relations Proposal Template
1 EXECUTIVE SUMMARY overall summary of the plan you will set forth below. It should therefore be completed last, and should be a
concise yet striking introduction to the proposal
2 SITUATION ANALYSIS Following extensive research and analysis, the circumstances and situation affecting Client ,Company or
Product
3 GOALS
4 OBJECTIVES • REASONING
• BENEFITS
• MEASUREMENT
5 TARGET AUDIENCE discuss the demographic you will target through this public relations plan. PR will be geared towards, down
to age, sex, geographic location, likes, dislikes, habits, etc. This can be a useful element in creating a
strong PR campaign.
6 TARGET MEDIA As public relations deals directly with media outlets, this section should address what media sources you
will target.
MARKETING
CONCEPT/KEY
MESSAGES
this section may vary. If the public relations team is also responsible for generating marketing concepts,
this area can detail those ideas and how they will be used. If the client already has an existing marketing
concept, this section can simply explain how the PR plan will maintain and continue to promote that
concept, perhaps including fresh new approaches to the idea

STRATEGIES AND TACTICS a) Media Outreach : This will include a list of media the PR plan will focus on building or improving relations with, and
how they will help impact or reach the target audience.
b) Press Releases: Depending on the needs of the PR proposal, this subsection may detail specific press releases
planned in conjunction with a specific product or release of a new line or promo. With a more company-geared public
relations proposal, this section might focus on generating new and creative ideas for press releases.
c) Events : There may be upcoming events which will provide excellent public relations opportunities for the Client or
its product. These could be trade shows, fundraisers, conferences, or other types of events
d) Social Media: In conjunction with the marketing team or plan, this subsection will provide details on the social
media use in regards to specific PR campaigns. This subsection may also contain suggestions for improving the
Company/Product image via social media and new approaches to take.
g) Crisis Planning : This subsection will address the possibility of a crisis event related to public relations and how it
will be handled. Possible scenarios can be discussed and the proper response protocol.
TIMELINE The Timeline section should outline the time period addressed in this PR proposal and contain all important relevant
dates. This would be an excellent place to include a chart or calendar detailing the above-mentioned tactics.

BUDGET This section will handle the budget needed for the included public relations plan. If the
plan includes a flat fee, put that here, or if pricing is per item, proposed budget should be
detailed and include pricing for each specific item.
MEASUREMENTS In this section, you can describe how the success of the public relations proposal will be
measured. You can include a timeframe for assessing the plan throughout the year. Show
what elements or results will be necessary to indicate the success or failure the plan,
and how these will be addressed.
ACCEPTANCE Your signature below indicates acceptance of this public relations proposal and
entrance into a contractual agreement with [COMPANY]
[COMPANY]
Representative: [NAME], [TITLE]
[ADDRESS] [PHONE]
Signature: __________________________
Printed Name: ________________________
Date: ________________________

Sponsorship of the Council of
Sponsorship of the President of Egypt
Press Conference
Tenders eye operations centers
Cooperation Protocol with the Ministry of
Press Conference
Ambassadors
Sponsors Attraction
News papers
Interviews
Partnership with civil society organizations
Sponsorship of the Council of Ministers
Sponsorship of the President of Egypt
Tenders eye operations centers
Cooperation Protocol with the Ministry of Manpower
Press Conference
Ambassadors
Sponsors Attraction
News papers
Interviews

1. Partnership with civil society organizations

2. Sponsorship of the Council of Ministers

3. Sponsorship of the President of Egypt

5. News Papers
144 News
92 Orchidia

ContinuousMedicalEducationProgram
11ScientificdaysmoderatedbynumberofKOLsinfieldof
ophthalmology.
Offersscientificknowledgestartingfrombasicknowledgeto
recentupdates&innovations.

PublicRelationsRole
- MediaAdvertisingtoincreaseawarenessinjuniorsegment
- AttractofSponsorstoincreasepotentialityofProject.
- IncreaseLoyaltyofKOLCustomers.

Promo Shooting with
KOL Speakers

Conclusion
Public Relation is a tool

Alex 12th Marketing Club Saturday 1st Dec 2018

Promote Pharma PR Benefits

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