Advice You - Business

A) Background

Unfortunately local newspapers - relied on for so long as the mainstay of event publicity - are beset b

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

y falling circulations and deteriorating editorial quality. The old discussions about paid papers versus free papers seem ver

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

Examples of combination products may in

y dated - now it is more a question of trying new ways of attracting visitors to events.

B) Today’s Publicity Plan

W

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

hat you do will of course depend on your budget and who you want to attract. If you are serious about publicity you will at l

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

ast consider carefully the following elements:

Posters:

Can be displayed in shop windows, on roadside verges (you ma

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

Combination pro

y need council permission), on community/parish noticeboards and other suitable sites. Remember to take them down after your

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

event - nothing turns off the public more than out-of-date posters which can rightly be defined as litter. A4 posters can be

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

rinted up on a home printer - but remember not to try and squeeze in too much detail - your graphics and type should be large

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

.

Local Media (Advertising and Editorial):

Newspapers

No longer the only ganme in town of course, but still

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

worthwhile. Two smaller adverts in What’s on over two weeks may well get better results than one larger one.

Radio and Te

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

evision

You’ll need to think of a good angle to get editorial coverage

Parish and Community

Often cheap to adve

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

Following aspects would a

rtise, and hungry for editorial copy provided it really is about local people or for a local cause.

Specialist Media:

dd to the challenges in developing combination products:

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

If your event concerns fund-raising for a particular sector charity, or is likely to attract enthusiasist for a particular

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

interest, then don’t forget to let any specilist magazines know well in advance. If suitable, you could suggest discounted en

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

ry or some other benefit to the editor as a Reader offer.

Direct Mail and Leaflets:

The Royal Mail offers some free

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

lifestyle and demographic targetting services based on postcode sectors, but these will only be of use if your proposed drop

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

Professional from academic institutions, pharmaceutical industries, health care indust

is 50,000 items or more. You can organise leaflet drops through various delivery agencies, but if you operate very locally as

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

the Boy Scouts or similar groups to help in return for a donation.

Internet:

You’ll be using your own website if yo

.

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

u have one. www.WhereCanWeGo.com is a must - it offers free listings of events, sortable by locality, date, and interest.

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

Companies that provide selfless information through particip

>...and finally:

Tell everyone you know personally. Email. Telephone. Chat. And ask them to let their friends know too..

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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Advice You - Hints and Tips on Getting Publicity for Events

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