Using Public Relations Throughout a Product's Lifecycle to Launch, Grow and Extend Brand Success

CHAPEL HILL, N.C., Nov. 24, 2010 /PRNewswire/ -- Traditionally, Public Relations has served as a limited marketing tool for generating brand awareness and reaching consumers. More recently, the reach and potential of Public Relations has greatly expanded through technologies such as Web sites, online social networks, information alerts and blogs. Meanwhile, traditional media sources continue to play an important role. While the explosion of Public Relations channels has created opportunity, it has also created a challenge: There are a myriad of media forms that can be used to promote a product. Which is right for your company's brand and when is the right time to use it?

A Best Practices, LLC research study identifies which Public Relations activities most effectively educate and inform consumers at different points in a product's lifecycle.

Savvy biopharma marketers have learned to use PR tools such as online communities and information alerts to maintain brand growth and consumer relationships in a product's later life, but pre-launch and launch stage survey results show that third-party support such as patient advocacy Web sites is most effective during the product's preparation for market entry. These and many other insights into the critical points of intersection between PR and a product's lifecycle are available in our written report "Public Relations Excellence: Using PR to Launch, Grow and Extend Your Brands."

This 108-page report also provides insights into the most effective Public Relations channels, tactics and calls-to-action for reaching consumers. Four case studies of successful products are included in this report to highlight Public Relations tactics at different lifecycle stages: Slentrol (product launch), Flomax (brand-building), Nexium (product maturity) and Fluvirin (patent expiration).

This report's key topics include:

• Analyzing the Public Relations strategies and tactics that are most effective at different lifecycle stages

• Identifying Public Relations tools and calls-to-action that are most effective at each lifecycle stage

• Providing case vignettes that highlight effective Public Relations practices

• Revealing innovative practices and performance measurements

Executives from 18 biopharmaceutical companies shared their strategies, lessons learned and best practices on the effective use of Public Relations throughout the product lifecycle. Participants included Abbott, AstraZeneca, Genentech, Johnson & Johnson, Novartis, Pfizer, Boehringer Ingelheim and other leading companies. 

Download a Study Excerpt of "Using Public Relations to Launch, Grow and Extend Your Brands" at http://www.best-in-class.com/rr1031.htm .

ABOUT BEST PRACTICES, LLC

Best Practices, LLC, conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC has been a leader in pharmaceutical research and consulting for 17 years; our clients include 48 out of the top 50 pharmaceutical companies. For more information visit: http://www3.best-in-class.com.

SOURCE Best Practices, LLC