Measuring ROI: Is Your Communication Strategy Outmoded?
June 24, 2011
Anita Harris
Anita M. Harris is president of the Harris Communications Group, a public relations and marketing communications firm in Cambridge, MA.
Disruptive Diagnostics for the (Developing) World
April 26, 2011
Earlier this month, I attended a great MIT Enterprise Forum discussion on new medical devices designed to provide low cost tests far from laboratories or medical centers, in the developing world.
At the meeting, held by the Forum’s Health Care and Life Science Special Interest Group at the British Consulate in Cambridge, former Mass Biotechnology Council President Una Ryan described the paper-based medical testing technology that her new nonprofit enterprise, Diagnostics for All (DFA), has licensed from the George Whitesides Lab, at Harvard.
The technology allows bodily fluid to accumulate in patterns on postage-stamp sized pieces of paper–to be used for multiple tests simultaneously. DFA’s first project, funded in part by the Bill and Melinda Gates Foundation, is a liver function test to monitor the effects of drugs for HIV/AIDS and tuberculosis, to help manage viral hepatitis. Such tests, which ordinarily require laboratory evaluation, will first be sold in convenience stores in Africa at a cost of approximately ten cents each, Ryan said.
Bill Rodriguez, CEO of Daktari Diagnostics, showed a handheld, point of care, battery-operated diagnostics device the size of a small lunch box or portable radio that will first be used to test for AIDS in Africa–at a cost of $1.50 per test–starting next year. He pointed out that while drugs are available to treat the 33 million people worldwide who have HIV– “ten million of them don’t know it.”
Scientia Advisors Partner Arshad Ahmed, who served as moderator, (and is my client) pointed out in a recent blog that emerging markets may have the opportunity to adopt the latest point-of-care products, leapfrogging developed countries, in some instances–and that “emerging markets are where we will see the first application of low cost and inovative disruptive technologies at work.” Launching in the developing world allows companies to test out and market technologies before going through the rigorous approval process required in the developed world.
I was blown away by the prospects for devices like these and asked when and how they will affect the costs and structure of, say, US healthcare–and whether those who make and market our costly technologies will try to keep these new testing devices out. While Ryan, whose nonprofit will have a commercial wing, responded that she does not expect opposition from stakeholders in our current system. But can that possibly be right?
Anita M. Harris
Anita M. Harris is President of the Harris Communications Group, a marketing and public relations firm specializing in health, science and technology industries, worldwide.
HarrisCom Presents: “Branding for Biz” Dec. 9, 2010-Free!
December 6, 2010
The Harris Communications Group is pleased to present:
Branding for Startups and Emerging Companies: What, How, and Why for Busy Entrepreneurs.
A nuts and bolts workshop with Julianne Zimmerman, strategic consultant.
Moderated by Anita Harris, President, Harris Communications Group, and hosted by the Cambridge Innovation Center.
4 pm Thursday, December 9
Cambridge Innovation Center
1 Broadway 4th floor, Kendall Square, Cambridge, MA
Followed by networking at the Venture Cafe
The first in a series of workshop/seminars sponsored by the Harris Communications Group at the Cambridge Innovation Center
RSVP http://brandingforbusiness-harriscom.eventbrite.com/
Pre-registrants attending the workshop will be entered in a drawing to receive a complimentary hour of consulting with Julianne Zimmerman or Anita Harris.
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Julianne Zimmerman provides high-value strategic guidance to entrepreneurs and executives of small and early-stage organizations. She is an accomplished veteran of boutique and startup companies, with more than 20 years’ experience in technical, strategic, and communications leadership roles,www.juliannezimmerman.com or www.linkedin.com/in/juliannezimmerman .
Anita Harris, president of the Harris Communications Group, is an award-winning strategic communications consultant specializing in marketing communications, media relations and social media for emerging and established companies. www.harriscom.com.
Cambridge Innovation Center (CIC) is the largest flexible office facility for growing technology and life sciences companies in the Greater Boston area.
The Venture Café, currently in its alpha stage, is in session each Thursday from 3-8pm. The cafe is a resource for the Boston entrepreneurial and innovation communities with the mission of creating fresh and useful conversations. As the Venture Cafe prepares to enter its permanent home in Kendall Square, the founders project that the marriage of innovation and creativity with a European-style cafe space will facilitate collaboration and build a greater sense of community in Kendall Square. www.venturecafe.net. Information: Carrie Stalder, Founding Manager for The Venture Café, 617-329-1324, carrie@venturecafe.net
Paying for PR in shifting media landscape
October 28, 2010
Explaining how agencies charge for media outreach is always an interesting challenge. Most work on retainer (receiving a monthly fee in return for promised services). Some operate on a project basis, or charge an hourly fee. The other day, someone wrote in to Harvard-Startups, a list-serve to which I subscribe, asking if some public relations firms work on a “results” basis–that is, get paid only for coverage they obtain, not just hours.
I was impressed with a response from Sylvia Scott, who has worked in public relations and is now Creator & Director of Realizing A Vision Conference, Girl’s CEO Connection. She said it would be fine for me to share it, so here goes:
By “hours” do you mean paid by the hour? Most good ones are not paid on an hourly basis as the norm may be a specific number of hours devoted to you per month and the fee is determined by many variables.
Paid by results –well let’s see-an article in the New York Times may be valued at $10,000 for some companies. For others it may be more- if your PR firm gets you on Larry King vs. say GMA how would you differentiate. I got a client on Fox Morning show in San Diego-now
what would be the difference in fee from San Diego and say Chicago or Dallas? AND if you get editorial in the Tulsa World that is picked up by AP and then the article or or let’s say you get a call to be interviewed by the New York Times how do you pay for that?
Some results may take 3 months and then others 6 months-also, if the pitches are going on and accepted yet there is another scandal in the White House like it happened with Bill Clinton and the scheduled interview or placement is moved or forgotten-which is not the fault of the PR firm-are you going to not pay them for their work?
I know I did not answer you directly-just wanted you to see that “results” may not always be the same and some times one result leads to another even though no extra hours were put into place.
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I chimed in that the Public Relations Society of America Code of Ethics frowns on promising results that can’t be guaranteed, so most PR consultants won’t work with clients on a straight contingency basis. Because it can take three-to-six months to build relationships with reporters on clients’ behalf, I prefer to work on retainer. But I have occasionally worked on a project basis–charging a minimum fee to cover time and effort with a bonus for major media “hits”.
Media relations is a tricky business–especially in today’s shifting media landscape. If you’re hiring, I’d advise paying more attention to a PR consultant’s track record than to promises, plan on a six month minimum and, for that period, at least, keep the faith.
—Anita M. Harris
Anita M. Harris is President of the Harris Communications Group of Cambridge, MA.
Companion Diagnostics: New Worry for Pharma Execs
September 23, 2010
Pharma execs with blockbuster drugs on the market should be up staying at night strategizing in case someone comes up with a “companion diagnostic” that the FDA requires before the blockbuster can be prescribed.
So write Scientia Advisors authors Amit Agarwal and Jonathan Pan in “Theranostics and Already Approved Drugs: What You Don’t Know Can Hurt You,” published in the 2010-2011 Parexel Yearbook.
Disclosure: Scientia is my client.
In the article, Agarwal, partner, and Pan, senior associate, describe the situation that led the US Food and Drug Administration (FDA) to require warning labels and recommend diagnostic testing for the blockbuster drug Plavix more than 10 years after the anti-thrombotic hit the market. Plavix is marketed by Bristol-Myers Squibb and Sanofi-Aventis to prevent myocardiofaction (MI) or strokes.
As early as 2001, when Plavix had been on the market for four years, studies began to show that Plavix helped certain patients more than others, the authors write. By 2008, genetic testing by a competing pharmaceutical company showed that nearly one-third of Plavix users did not fully benefit from the drug. Based on these and other trial results, in 2010 the FDA required that the manufacturers include a “black box” warning label and a diagnostic testing recommendation for the product.
In 2009, Plavix had worldwide sales of $9.5B including $5.6 B in the US. As a result of the FDA diagnostic testing recommendation, the authors project that by 2012, BMS and Sanofi Aventis will lose $450M to $575M in sales in the US alone– and more if regulators in other nations add requirements. “Given the need to maximize revenue in the face of generic competition across their portfolios, it is a significant amount to offset.” Other drugs, prescribed in conjunction with Plavix, will also most likely be impacted.
Agarwal and Pan recommend a number of actions that pharmaceutical executives can take to mitigate such potential post-launch losses.
- Expand competitive landscape and threat assessment coverage to monitor the diagnostic environment for new research and clinical trials which could potentially impact the sales of marketed drugs
- Upgrade skills, capabilities, reporting relationships and the organizational clout of the theranostic function
- Develop organizational structures that allow knowledge of new biomarkers and clinical trials to reach commercial decision makers
Scientia Advisors’ article is available in the PAREXEL’s Bio/Pharma R&D Statistical Sourcebook 2010/2011 at Barnett Educational Services.
—Anita M. Harris, President, Harris Communications Group
Scientia Advisors, located in Boston and San Francisco, is a management consulting firm specializing in growth strategies for major and emerging companies in health care, life sciences, biotechnology and nutrition.
HarrisComBlog is a publication of the Harris Communications Group, an award-winning public relations and marketing communications firm in Cambridge, MA.
The New York Times doesn’t need me to provide free advertising (I hope!) –but I found today’s business section fabulous for anyone interested in social media and media relations and thought I’d share some of the wealth.
First–David Carr, in The Zeal of a Convert to Twitter writes about how long-form magazine journalist, Buzz Bissinger, the author of “Friday Night Lights,” got hooked on twitter…
Then, there are Noam Cohen’s piece on Wiki Leaks: A Renegade Site, Now Working With the News Media
and Claire Cain Miller and Ashlee Vance on Bing and Google in a Race for Features .
Robert Cyran opines on how the growing popularity of the Ipad could present problems for many tech industries in iPad shift may wreak havoc on parts of tech sector…
and Jenna Wortham describes “tumbler,” a blogging platform that sounds like a cross of Facebook, Twitter, and WordPress, and which, supposedly, many media companies are starting to use to promote themselves. Media Companies Try Getting Social With Tumblr .
There are also articles on the UAR’s attempt to block blackberry messaging unless BB allows government monitoring, there, and Clarie Miller’s piece, New Site Aims to Connect Reporters and Publicists , which describes NewsBasis, a site on which journalists can get queries to potential sources, which launched today.
Founded by Darryl Siry, a freelance writer for Wired and a marketing executive, the new site sounds much like Peter Shankman’s Help a Reporter Out, (AKA HARO) in that it allows journalists to post questions or search for sources– asking questions anonymously to avoid tipping off competitors.
Speaking as former journalist, I can’t imagine giving away ideas, even anonymously–tho fishing in public is certainly easier than digging for sources.
Evidently, on NewsBasis, sources can also add a footnote to articles across the Web, so when reporters are doing research using their Web browser, a tab will appear indicating that a NewsBasis source has offered a different point of view or corrected a fact.
I hope this wasn’t too much information for one shot…but, hey, it’s the information age, we’re talking about here. I’ll be interested in seeing how all of this works out.
Anita M. Harris
Anita M. Harris is president of the Harris Communications Group, a marketing communications, media relations and social media firm in Cambridge, MA.
Molecular Diagnostics, Personalized Medicine, Changing Health Care Landscape, Scientia Advisors Finds
April 26, 2010
A new global review from my client, Scientia Advisors , predicts rapid growth in molecular diagnostics and that, with traditional pharma companies slow to innovate, a myriad of new entrants vying for market share will change the healthcare landscape.
(Molecular diagnostics are genetic tests used to judge the effectiveness of particular treatments for individual patients–key to the burgeoning new field of personalized medicine).
Released earlier this month (and available for download at no charge at www scientiaadv.com) the review projects that MDx will grow at an annually compounded rate 15% to approximately $7.5B in 2013.
Currently, molecular tests used for oncology and critical care infectious diseases are experiencing the fastest growth among MDx segments.
“Ultimately, MDx will enhance care, cut health care costs and make personalized medicine a worldwide reality,” said Scientia Advisors Managing Partner Harry Glorikian.
Among other major findings:
- The industry is transitioning away from low-cost, low-margin tests. New, “high-value” MDx tests are changing the health care paradigm by providing critical information to physicians more quickly and accurately than was previously possible.
- While most MDx revenue is currently generated in the US and Europe, future growth will be most pronounced in the developing world.
- New, easy-to-use, random access and fast-turnaround-time MDx platforms are enabling widespread adoption of MDx in small and mid-sized hospitals, worldwide.
- Companies seeking to enter the MDx field must be cognizant that, with the growing impact of MDx, government oversight and regulation will likely increase and reimbursement policies will evolve to reflect added value.
Scientia Advisors is a global management consulting firm specializing in growth strategies for companies in health care, life sciences, biotechnology and nutrition, world wide. The firm is based in Boston and San Francisco.
—Anita M. Harris
HarrisCom Blog is a publication of the Harris Communications Group of Cambridge, MA.
Despite Recession, Cosmeceutical Market Grows at Rapid Clip
November 6, 2009
In bad economic times, cosmetics ordinarily do fine–because, experts say, women are likely to buy small things, like lipstick, instead of big ticket items–to make themselves feel happier. So I was interested to read in today’s Wall Street Journal that Loreal is planning to offer lower priced items–following a 7 per cent decline in profits, this year.
But there is a bright spot. My client, Scientia Advisors, released a study this week showing that the global market for cosmeceuticals (cosmetics offering health benefits) is growing nearly twice as fast as the overall cosmetics and toiletries market.
Scientia found that in order to sustain such rapid growth, manufacturers and brand owners must fill a relentless demand for new ingredient concepts in a context of changing government regulations, market dynamics and cultural trends.
Cosmeceuticals are personal care products that go beyond cosmetics by providing an added health benefit –such as UV skin protection, wrinkle or acne reduction, or hair or skin moisturizing—but do not claim a therapeutic effect. Cosmeceuticals are also known as biofunctional materials, dermaceuticals, functional cosmetics, performance cosmetics, active cosmetics, and dermocosmetics.
For more info you can download the study from Scientia’s Web site at www.scientiaadv.com.
–Anita Harris
HarrisComBlog is a publication of the Harris Communications Group of Cambridge, MA. We also publish the New Cambridge Observer.