by Heather Schwanke and Reni Mitchell
Securing an FDA approval is a landmark achievement and maximizing its impact requires effective communications planning. Starting your PR efforts to raise awareness of the condition or disease while the product is in the final clinical trials phase gives you a strong foundation for success.
Here are some key elements to consider when developing your FDA approval communications plan.
Pre-FDA Approval: Building a Strong Foundation
Quantitative and Qualitative Research
You’ve put significant resources behind preparing for your FDA approval. As you write your messages, think about who you want to reach. Data insights can help you connect with the right people. They will also help you deliver the right message.
Leverage an accredited third-party research and insights team to power intelligent communications through:
- Patient and HCP Research: Conduct quantitative and qualitative studies, including interviews, PR surveys and focus groups. These studies will help you understand perceptions, beliefs and decision-making behaviors. This understanding will lead to better communication strategies and effective messaging.
- Audience Identification: Refine market segmentation based on demographics, health/disease risk factors and lifestyle factors to clarify audience personas and improve targeting.
- Campaign Performance Tracking: Monitor engagement metrics, conversion rates and audience feedback to inform data-driven adjustments for optimized outreach.
Owned and Earned Channels
Now that you know your target audience and have created messages for them, think about how to share your news.
You can maximize reach and engagement through a mix of original content and third-party advocacy using:
- Compelling Video Content: Create engaging videos that educate viewers and raise awareness. Videos can be tailored for different audiences and distribution platforms.
- Strategic Influencer Partnerships: Build a community of supporters and brand advocates. This helps create trust and authenticity. It also expands your reach to different, targeted audiences.
- Targeted Media Amplification: Amplify content through strategic placements, ensuring it reaches key demographics such as patients/potential clinical trial participants, caregivers or healthcare providers.
- Landing Page Development: Create a landing page for your campaign. This page will be a central place for campaign materials, such as educational resources and videos. This page can be tailored to the media, HCPs or patients to drive deeper engagement and awareness.
Post-FDA Approval: Maximizing Impact
Earned Media
As with unbranded (awareness) campaigns, gaining earned media attention can be a meaningful win for branded (FDA approval) campaigns. Consider these tactics as part of your overall strategy to maximize exposure and impact:
- Book Interviews: Arrange broadcast interviews with important opinion leaders, healthcare experts, and patient advocates. These can be on national and local TV, radio and online news platforms. If relevant to your audience, use both English and Spanish language spokespeople to reach diverse audiences effectively.
- Podcast Interviews: Arrange detailed interviews with influential podcasts that directly connect with your target (and potentially niche) audience, ensuring authentic and thorough coverage.
Controlled Media
Sponsored content helps you strategically get your message in front of the targeted audience, increasing visibility and engagement. It lets you control where and how your FDA approval message shows up. It gives quick results and works well with other media strategies. Consider the following:
- Patient Advocacy Partnerships: Work with organizations to create shared content and awareness campaigns. These should match the interests of specific patient groups. This approach builds credibility for your message and increases awareness and trust among hard-to-reach populations.
- Healthcare Radio Update: Create a scripted Audio News Release (ANR) that reaches a large audience. This will support a branded healthcare message, including ISI.
- Native Articles and Mat Releases: Craft and place educational, engaging content that seamlessly blends into the editorial of reputable and relevant publications. These articles are designed to inform, inspire and drive action without being promotional. It can also support branded content with ISI.
Successfully navigating the intricacies of healthcare campaigns requires having a provider with a deep understanding of the industry, supported by integrated research and strategic distribution channels that deliver results. As your dedicated healthcare communications partner, 4media4health is here to help you navigate the complexities of the industry and amplify your messaging with clarity and impact. Whether you’re preparing for an upcoming FDA approval or launching a new healthcare initiative, our team is ready to support you every step of the way.
Disclaimer: This blog is intended for general informational purposes only and does not constitute legal, regulatory, or medical advice. Communications about FDA approvals are complex. They should be created with help from legal and regulatory experts. While 4media4health provides strategic communications support, we recommend working with regulatory professionals to ensure compliance with all applicable FDA guidelines.