When preparing to launch a new drug globally, pharmaceutical companies have come to understand the value of "external market conditioning" - a process of starting early to create fertile ground for new product acceptance among medical thought leaders and advocacy groups.
Corporate PR executives should adopt the same philosophy and condition the "internal marketplace" of their affiliate offices in other countries when looking for global PR buy-in.
Overall, internal market conditioning works when the learning process is symbolized by consistent and credible information from corporate, and the learning process for a new product is a shared experience between local countries and corporate.
By following a few basic principles, you may be able to avoid the typical response by local affiliates that "this can't be done in my country" and ultimately gain more active collaboration in time for the global roll out of the product.
Uncover and Leverage Spheres of Influence
In every therapeutic category, there is a core group of key thought leaders with a powerful sphere of influence. The same goes for certain affiliate countries or executives at an organization.
Make sure these influencers are actively involved and showcase their "best practices."
Rhone-Poulenc Rorer effectively used an exhibit booth presentation during a worldwide medical/marketing workshop where 40 affiliates showcased their work via posters, give-aways and verbal communication.
This strategy allowed corporate executives to observe rather than teach, while identifying affiliates that had developed innovative ways to reach customers with key messages.
Influencer markets can more effectively sell in strategies to more resistant affiliates because they are not coming from the head office and they have had proven "in-the-trenches" results.
Continually Clarify Brand-Positioning and Messages
It can take up to a year before the majority of citizens in other countries really understand and accept the positioning of a brand. Internal repetition is necessary, even when it feels frustrating on a global level.
Global communicators often find themselves saying, "I thought we already told them about.(fill in the blank)" but eventually, you'll hear from the international markets you're targeting about what your messages should be. Once these affiliates start defending the core positioning, you know you have gotten that internal audience involved.
Use Bite-Size Messages to Influence Behavior/Capture Attention
Many companies trying to share a message or gain buy-in tend to mail out large binders or other examples of finished work to affiliates.
Bite-size, consistently delivered updates on the status of a core strategy in advance of a larger effort may break through more effectively.
Why not launch an e-mail information series in the same style as a multi-wave direct mail series?
This approach is particularly helpful during global launches where not all countries are ready to embrace new concepts. By addressing these individual concepts at pre-launch, you affect behavior in the "formative period."
Support Affiliates With Key Messages and Meetings
Global PR pros should keep a 2-3 page list of all key events relevant to the product for 12 months ahead. This allows the corporate office to always be in a position to inform other countries of hot news in real time.
Corporate headquarters also is in the perfect position to identify and cultivate relationships with media and key spokespeople who have media clout.
This type of global "message focus" can really help all countries pre-launch.
Identify Events that are Important to the Affiliate
Many regional product launch events are far more important to affiliates than international launch platforms.
By participating in a select few of these regional meetings, your global team sends out an incredibly strong message that you are players and are very committed to helping local groups.
It is also important to be fair in your selection of these events. If you sometimes go where you are "not expected" to go, it makes a huge impact on the perception of the global team's commitment.
Ilyssa Levins is chairwoman and chief creative officer of GCI Healthcare, a global full-service healthcare firm in New York. She is responsible for global new business development, new ventures and worldwide marketing. She can be reached at 212/886-3500.
Her partner for this month's column is Bob Pearson, EVP and Managing Director of GCI Healthcare.