Advice You - Business

Public relations and advertising are both great ways to reach key audiences. How

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

ever, I think PR should be the foundation upon which all other marketing communi

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

Examples of combination products may in

cations tactics are built.

Now, it is true that you have more control over your

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

initial advertising message than you do over your public relations generated me

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

ssages. You pay for that luxury and that is the problem.

Your audience knows tha

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

Combination pro

you paid for the message delivery and immediately discounts it because it is fr

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

om you. Also, your advertising message has a very limited shelf-life, although t

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

hat is changing. With the advent of sites like YouTube TV ads can be archived f

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

orever.

Enter PR. You lose some control over the message once you set it free,

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

but the message has legs.

People are more likely to believe a PR message becaus

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

there is an implied third-party endorsement. It is not perceived to be self-ser

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

Following aspects would a

ving, or at least not as self-serving as an ad.

Additionally, PR messages have

dd to the challenges in developing combination products:

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

a long shelf life. Once PR messages make their way into the news conduit, you can

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

see them pop up in other stories for years.

The best companies have newsrooms o

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

n their websites (you do, don’t you?). There you can archive your news releases a

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

d past media coverage forever. Also, once a release is digitally distributed and

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

Professional from academic institutions, pharmaceutical industries, health care indust

syndicated, your news is in an online searchable database.

Where advertising ten

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

ds to build skepticism in our cynical age, PR builds awareness, loyalty, trust an

.

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

d credibility. PR brings your brand and story to life. PR broadens your reach. PR

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

Companies that provide selfless information through particip

establishes you as an expert.

Now, get started building your foundation with PR

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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Potential customers unfamiliar with a business will be affected by and respond to its Corporate Identity. Existing customers will likewise be affected by Identity but not necessarily in the same manner or in a similar timeframe. Nonetheless the reactions of both groups can be a make or break situation for an enterprise.

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