Advice You - Business

First the Mistakes!

I do quite a lot of press releases and as a result clients often send me theirs for review and comment before they release it. Here are som

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

e of the most common mistakes which people tend to make, and which you should avoid if you’re to have any chance of getting your piece published!

*** Inadequate cont

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

Examples of combination products may in

ct details: the header of your release should contain your name, company, address, telephone, fax, email and web site, and should make it very clear who is the contact

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

person for questions.

*** A header that sounds like an advertisement: newspaper article headlines are nothing like advertising headlines. Never use the headline to

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

convince, and do not big-note yourself or your product in the headline unless the achievement is truly newsworthy; eg “Australian Entrepreneur Buys Walls Street” or “Wi

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

Combination pro

get sales top $1 million in 6 months”.

*** Claims about products: never make a claim for a product unless you put it in as a quotation; eg “Founder Christine Sutherl

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

and claims that ‘Even the smallest business can access global markets through the new Web 2.0 phenomenon, free of charge through My Speed Business Network’”.

*** Call

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

to action at the end: sure an advertisement should have a call to action, but a news release cannot go that far! The best you’ll be able to do is to give a web site o

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

contact number; eg “A free report on staff retention strategies is available on www.recruitmentheaven.com”. You certainly can’t say things like “Rush to book your pla

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

ce now!” or “Telephone today for your free report.”

*** Writing subjectively, using "I" for example. This isn't a dialogue between you and the reader, it's a third-pe

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

son, objective report.

What a Press Release Should Look Like

To have any chance of being accepted, your press release should look like any other newspaper arti

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

Following aspects would a

le, be written as objectively as possible, in short, simple paragraphs that flow naturally from one to the other.

Take your press release and put it against the pages

dd to the challenges in developing combination products:

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

of a newspaper – does it belong or is the look and tone completely out of place?

2 Ways to Increase Your Chances of Being Published

1. Capitalise on current n

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

ws. If obesity is in the news and you want people to consider your approach to weight loss, a press release could be excellent. Check out “Why the Biggest Loser is th

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

Biggest Stinker” to see what I mean!

2. Pop in a relevant photograph. Journalists love a good picture to go with a good story! I hope these tips have been helpful,

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

and wish you good luck in promoting your business through press releases!

Who Do You Submit Your Press Release to?

Don't bother submitting your release to eve

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

Professional from academic institutions, pharmaceutical industries, health care indust

y news wire in the world - that will be a waste of time and will also very much annoy busy editors if they receive something that is completely irrelevant to their read

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

rship!

Select out only those media whom you think might be interested, and target them specifically. You can do a Google search for news media, including on-line subm

.

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

ission services, some of which are free.

Getting Extra Value from Your Press Release

Apart from placing your press releases on your web site and/or utilising t

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

Companies that provide selfless information through particip

em in other company marketing, you can also use your press release as the basis of an interesting article, which you can submit to directories such as EzineArticles.com

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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