At Schwartz MSL we have counseled countless medical device and diagnostic companies through a product launch. Our charge is to deliver a savvy and strategic communications strategy to help boost visibility for the product among key stakeholders.
We really love a good launch and through the years we have been fortunate to work with some of the most innovating and exciting brands. Sometimes we have to activate a PR plan in a matter of days right before a regulatory decision but the more effective approach is to engage several months in advance to help plan an effective public relations and communications program.
The key is thinking through the issues, assets and resources with adequate time prior to the launch so you connect all the dots and develop an integrated approach. PR counsel should work hand-in-hand with marketing, sales support, legal, regulatory, and scientific affairs. When executed correctly, PR has the ability to inform, educate and influence your key constituencies.
OK, this all sounds great. But where and when do you start?
There is no magic bullet or standard approach for medical device product launches. The most effective launches reflect careful consideration of a range of variable business and market factors.
However, our experience has taught us that there are characteristics shared by new products that provide a framework for evaluating the type of PR strategies that will be ultimately successful to support a product launch.
In considering these strategies some of the critical questions that you need to ask yourself include: Have you cultivated relationships with third party advocates? Executed market conditioning activities? Walked your key external spokespeople through a media training exercise? What does your social strategy look like and what kind of investment truly makes sense for your product?
Check out our latest video and then download our new whitepaper for practical guidance on PR best practices for a medical device product launch. Review our check list for evaluating the potential market impact of your product and get our take on PR recommendations for an effective launch.
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Posted by Risa Goldman Burgess on August 8, 2012 at 3:01 PM