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Did you know generating positive media coverage is four times more effective than advertising? Gett

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ing exposure in the media is far-reaching, utterly credible and free. As an added bonus you may wel

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

attract an audience that you never anticipated. But talking to reporters can be risky and threate

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ning for first timers. You can say too much and lose control of the interview. You can say the wron

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

thing and damage your reputation. You can say "No Comment" and miss an opportunity.

The only way

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

o build your profile, brand and image is by learning the secrets of how the media works. How can yo

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

u do that with limited time? Here are 5 Tips.

1. Know Your Strengths. What are you an expert at? W

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

at is your specialized area of expertise? What unique services or information can you offer? Positi

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

on yourself as the expert.

2. Clarify your communication objectives? What do you want to achieve?

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

o inform or entertain? To provide information? To build a profile? To influence public opinion? Per

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

onal marketing? Marketing or launching a new product or service?

3. Define your target audience &

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

identify the best channels of communication to reach them? Who is your target audience? General pub

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ic? Customers? Competitors? Suppliers? What is the best way to reach your target audience? TV, Radi

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

o, Internet, newspapers - local or Statewide, specialist or generalist, industry publications, comm

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

nity newsletters?

4. What is your key message? Distill what you want to say into three key points.

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

What are the feature and benefits to your target market and what examples can you give to provide e

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

vidence and credibility to your message?

5. Be brief when contacting the media. The media are very

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

busy and under a lot of pressure to meet deadlines. Don't waste their time. Target who is covering

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

stories in your area, contact them and make your pitch of a story idea brief and to the point. If t

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ey want more information have a 1-page media release with the details ready to fax or email to them

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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This article cuts through the fluff and gets to the point about what to do to create a home based business that actually works. Avoid the mistakes others make that lead to failure. Instead take the steps that are proven to work.

Business valuation refers to the process of determining the value of a business entity or ownership interest therein. It is a tool used to accurately assess the value of any business. Regarded as a special mix of art and science, business valuation is essential for buy/sell agreements, mergers and acquisitions, estate planning, bankruptcies and gift tax planning.

We all understand the importance of perception. The line between perception and reality is often quite thin. Actions taken by a communicator during the first moments of a crisis can affect perceptions of an individual or company well after the crisis is resolved.

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