Shout it, Shout it, Shout it out loud....PAR and the Media channels.
Paradigmers,
I again bid you a good evening on this unusual but still solemn ANZAC day evening. Tonight we cover the interesting topic of mass media, the various channels of media and how to get out the word out about us. As the KISS song prescribes, 'Shout it out Loud' is firmly on Mozz's mind. Maybe we still have to wait some months yet, but you and I both know what we have so far.
INTRO
Why cover media channels now? Isn't this for later on? Well because in just a few short months (perhaps July, perhaps August...maybe by September then) we will have the data back on the Ten American patients.These preliminary results, in my opinion, will make some amount of news. For the first time ever there will be a drug that has efficacy, it isn't destructive, it stops OA and in some instances and to some degree it not only halts the disease but there is some evidence of regressing it.
Let's now investigate just some of the avenues that could possibly be at our disposal to get the word out. Yes possibly the main thrust of this will be after the Phase 3...we are a ways from that at least in terms of OA...but don't forget the EAP program and MPS may not be all that far away.
OLD NEWS?
Mozzarc, we know our drug works...do we really have to let anyone know about it, won't it sell itself?. Well yes Para-peeps but I'm more talking about the USA market here...largely they do NOT know about us. Yes there are a few boutique type funds who now have us on their radars but I suspect the big ones, that have influence, either aren't permitted yet to take a bite of us OR are patiently waiting for some decent data set specially their own US data. The big boys (and girls) are circling..interest is growing slowly...but surely...this interest will be exploding soon...give us a few more months....
MOZZ SOAP BOX TIME
It's one thing to have an alien (ok foreign then) company have some data in some study abroad...it's quite another for their OWN American beloved footballers to experience a complete change of life! Mozz, are you getting carried away? Getting a few injections in ya butt and getting rid of a bit of a limp...how does that change anyone's life? Sure it's nice to have but c'mon bud, don't get carried away huh?New guys...go through the many expert posters here and their info and comments...you will soon learn just how this molecule of ours can be life changing...from the golfer that stopped playing for 8 entire years and is back playing...to the professional footballer that had cocktails of pain suppressants and surgeries to now needing nothing after taking iPPS..a clean pill free diet...through to the other professional sportsperson who needed the help of corridor walls to walk from his bedroom to the kitchen due to the pain....right through..to the middle age'd guys and gals that no longer fear the stairs. Speak to my mate Happell...he will tell you how this drug has worked wonders for him and what he had to endure pre-iPPS and exactly what he can do now.
MEDIUMS FOR MEDIA
Ok lets investigate our options, not an exhaustive list but it will give us some avenues and ideas.
1) Traditional newspaper, some good ones over in the USA, The New York Times, Wall St Journal, USA today to name just a few
Ranking what in the world? Check out Appendix 2 for more details. This is the newspaper I want to see PAR shout from....US foreign Correspondent Edski1, please have your radar on and ready.
2) TV - Lots of channels over in the USA but the big ones are:
NBC CBS ABC FOX MSNBC ESPN
3) Channels already established. No doubt Dr Michels and Dr Mitch Marrow will lead a number of interviews and reviews once they are armed with the data.
eg interview with Dr Michels on his own story (before PAR) and some pain techniques used in the past before (note: Not PAR related) - example: https://www.youtube.com/watch?v=90M5AfqEpWs
4) New Tech Channels
Has anyone heard of Social Media?Now to tell you the truth I'm not on anything...no FB, No SnapChat...no Twitter...yes I'm missing out and I rely on you guys to feed me in these areas...Why am I not on there? Mostly lack of time, my life is adequately busy enough as it is! No more bandwidth to cover other media channels like these. Plus I'd only just be posting copious rock*t photos on there and get heavily policed by Pool-Emperor as he follows me around the world.This is a whole new world where news can spread like wild fire...even Trumpie uses it. Don't forget "Physicians tend to be early adopters of new technologies" 1 of course even more poignant in today's world where we are teleconferencing at unprecedented levels for instance.
5) Out of the Box Ideas
Jim Cramer for example covers US stocks but I have heard him cover a few private (non listed companies) along with even an Aussie company or two in the past, would be a great way to reach an immediate 2,000,000 followers. There are other examples of Business and Investment commentators and even research houses that we could approach for great media exposure.
6) Get your Website in order
As we achieve success in the third phase many more visitors to our site is a natural progression. The website should cater for such demands in terms of traffic and content. Doc's will want to visit our site for background info, what is this iPPS all about, what does it comprise of? What are the clinical results. It should be an ace landing tool and PAR should make use of the data via cookies to get an idea of where traffic is coming from, what are the needs of the website visitors and how we can cater to our online customers.
7) Guerrilla Marketing
Again, think outside the square (cage??). Take on traditional competitors, what is the std of care....What? Did someone say nasty Opioids and NSAIDS are the current std of care? No way. We have this easy, it will be so easy for us to defeat them...we got this fight down pat.
Examples of Guerilla Marketing - let's punch our message home with this novel way of thinking and getting our message across?
8) Connect with Emotion.
OA isn't a joking matter, it's a serious disease and has many ramifications. The USA is a different playing field to Aus for example, no not just in size, I'm talking about approach too.Drug companies there are allowed to directly advertise, make use of this, connect with customers. Utilise the localised community publications, community health clinics, why even those hospital bulletin boards.
9) The big one - Word of mouth
When there is no competition, when our drug gives real pain relief and ALL of that without AE's and further destruction. (Ok wait, are you new to PAR and this Hot Copper forum? Yes you have a lot to catch up on, but make sure you read this one in your travels, and then continue on with this article. Just single click on the word: OPIOIDS).
Word of mouth is prob the biggest of them all.When the common folk Bud and Martha (See also Appendix C below) finally have their shots (injections of iPPS) Clyde-Eugine from next door will also want in too after he sees what a pace Bud now moves to take the trash to the sidewalk despite his clumsiness. Won't be long before the whole dang neighbourhood is a ravin' about us.
AND LATER ON?
Later when we are ready to hit the market at force we can consider other options:
10) Attractive posters...no no no I'm not talking one of AbsentFreiend's ex attractive gf's...I mean easy to read scientific posters, pamphlets and summaries, delivering simple info to both the community and the Doc's about our drug, the benefits and what it can do.
11) Attend Conferences
...ahh now this really is a whole topic on it's own but very briefly this is one of the best ways, specially early on, for a company to really get their message out. The conferences are full of like minded professionals...investors, people with sway and contacts...it's all about the contacts let me assure you. Our wonderful PAR has been quite active in this field DESPITE the fact that they have such a little team.
This is a very encouraging sign indeed of their foresight and kudos to them for being active despite the heavy commitment in terms of time and travel and organisation required for these events. Nowadays of course most, if not all, is online but like most, PAR has adapted in these times.
12) Online Search Engines
Maybe not so pertinent for us is Online Search Engines and paying to be up front top dog when someone types in "Osteo Arthritis pain relief" or "Help me, my bl**dy knee is really starting to hurt now" etc. We don't have any competition as such so perhaps this one isn't as relevant?
13) DTCA
The USA allows for a concept known as DTCA (Direct-to-consumer advertising) in the world of medicine, it's a different ball game and it's not uncommon at all to see half page ads in newspapers. It's allowed there so definitely we need to pursue this path. Interested in this topic? Check out reference 2 below for more info on the Pros and Cons of each.
CONCLUSION
My intention in this post was to highlight the numerous ways of getting our message out there, I think the biggest one will be simple word of mouth. But in the USA as I have mentioned before on in Hot Copper back on 5th of October last year, that EX footballers EAP was simply a brilliant masterstroke by PAR.As the famous band KISS sang their Shout it out loud song...even some of their lyrics are applicable here..."You got to treat yourself like number one". One day, I reckon we will be.
Master stroke - What a move! This in itself is one of those Guerilla type marketing moves in terms of mass marketing and getting on the potential radars of millions.7
DISCLAIMERS
As always, you know it's my own thoughts here...our good news is coming...one day...shout it out loud through any media...it is a story that will also sell itself. DYOR.
I originally stated in a heavy southern accent: Even their neighbours would observe the difference , “Hey Martha, did you see Bud taking out the trash last night? He was almost running down the driveway to catch the trash van in time ?!” “I ain’t no see him do that for five years”.
Our friend, Graphic Illustrator and designated Rock3t Art Publisher, AbsentFriend promptly wrote back:
(20min delay)