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Using Public Relations to Launch, Grow, and Extend Pharmaceutical and Biotech Brands
Date:8/30/2011

CHAPEL HILL, N.C., Aug. 30, 2011 /PRNewswire/ -- 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.

While biopharma marketers have long used Public Relations to support their brands, recent field research from Best Practices, LLC suggests few companies have utilized the full potential of PR campaigns across the entire product lifecycle – preparing, launching, growing and extending the commercial life of a brand.  New technologies and market changes have greatly expanded the reach and potential of cost-efficient PR through Web sites, online social networks, blogs, and traditional media sources.

According to the study, the lifecycle phases that showed the most effective and active use of PR tactics are the pre-launch, launch and brand-building years.  Indeed, nearly two-thirds of all research participants assessed many PR tools – both new and traditional – to be effective during launch and brand-building years.

These and other insights are now available in our report, "Public Relations Excellence: Using PR to Launch, Grow and Extend Your Brands."  Additional findings from this study include insights into what Public Relations channels, tactics and calls-to-action are most effective for reaching consumers of pharmaceutical products.  In addition, the report contains three case studies highlighting successfully employed Public Relations tactics at different lifecycle stages for three different products.

To download a complimentary summary containing insights found in this report, click on the following link: http://www3.best-in-class.com/re1111.htm.


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SOURCE Best Practices, LLC
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