Advice You - Business

You've all heard about personal intelligence or IQ and Emotional Intelligence, EQ. But what about MQ, what I call Media Intelligence?

Managers, leaders and entrepreneurs with a high MQ tend to be on the

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

whole more successful than the general population.

They understand that the media can be a powerful vehicle for increasing awareness of themselves and their organisations.

Think high MQ people and the names Sir

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

Examples of combination products may in

Richard Branson, Donald Trump and Dame Anita Roddick come to mind.

But how can you increase your MQ or Media Quotient and how can you have control over your message?

I was recently a guest on an international fo

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

um with the theme of MQ and was asked the hard questions about the soft skills required to increase your personal or professional MQ.

This article, part one of three, provides answers to the most common questions

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

people around the world have about increasing their MQ or Media Quotient.

Interviewer: How, as individuals or companies involved in a professional services type of business ... such as communica

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

Combination pro

ions skills training, can we get media exposure?

Thomas Murrell: The most important aspect is to position yourself as "the go to person" in your area of expertise.

I call this "expert" power - t

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

his is where you are the expert in your field. Other forms of power are personal and referential, which comes from your Title and position.

Once you have established yourself as an expert, you then need to engage

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

with the media. The best way to do this is through a stylised piece of writing called a media release. This must be newsworthy and not promotional!

Interviewer: Can you give an example of newswor

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

thy writing?

Thomas Murrell: The most newsworthy stories are those that contain the most conflict, drama, and consequence. Proximity, relevance and prominence are also important news values as is

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

human interest.

So these are the criteria that journalists and editors base their decision making on. If your media release is not newsworthy, the media will not be interested.

But your style of writing and form

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

at is also important. A good media release should have a strong headline of no more than five words that summarises the story. The first or lead paragraph is also critical and should capture the media's immediate

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

Following aspects would a

attention and summarise what the story is about.

Interviewer: I have read that in the United States media companies trawl the web for stories, so that putting media releases on your website can g

dd to the challenges in developing combination products:

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

t attention. Is there any evidence that this happens here & elsewhere?

Thomas Murrell: Yes, this is good for search engine optimisation. Go to overture.com, use their research tool to find out wh

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

at keywords people are searching for, then pepper these words in your headline and lead paragraph - writing an online media release is different from writing a normal news release for traditional media.

I

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

terviewer: Have you ever got media coverage this way, or have you directly generated your own media releases?

Thomas Murrell: Yes, I got my media release in the Top 10 ranking on Google

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

for a search on the phrase "effective public relations".

I deliberately and consciously used these phrases in both the headline and first three paragraphs because the overture tool showed me that this was a commo

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

Professional from academic institutions, pharmaceutical industries, health care indust

search term. When I say "common", I use the benchmark that more than 15,000 people per month are putting this particular term into search engines to search for information or a solution to their issue or problem.

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

And remember, business is all about providing solutions to people's problems.

Interviewer: You said you have to write media releases differently for your website, are there other tips you can g

.

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

ve?

Thomas Murrell: Have your personal name, and name of your business in the headline and first paragraph because when people search for these, if they see your media releases come up they will

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

Companies that provide selfless information through particip

read them and this will re-enforce your position as the expert.

It can generate a lot of traffic back to your website.

Part two of this three part article will be in the next edition of Media Motivators

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

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.adviceyou.org.ua/article/33151/adviceyou-Increasing-Your-Media-Quotient-MQ--Part-One.html">Increasing Your Media Quotient (MQ) - Part One</a>

BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/33151/adviceyou-Increasing-Your-Media-Quotient-MQ--Part-One.html]Increasing Your Media Quotient (MQ) - Part One[/url]

A general transcriptionist is not the same as a medical or legal transcriptionist. Those two fields are more specialized, but require similar skills. Many of the positions are full-time or part-time, instead of freelance work. But, there are many employers who like the benefits of using freelance, or contract, workers.

Did you hear the news? Gene Simmons is buying a comic book company. First some background, if you don't know who Gene Simmons is. This high profile guy became Mega popular (and still is to some) as one of the founding fathers of the painted-face rock band, Kiss. Those ghouly boys knew exactly what they were doing back in the 70s. They weren't just any old rock band. Their shows were entertaining as heck through and through. And Gene was the ring leader. Shooting fire out of his mouth and so on. And I'm not even a Kiss fan. I'm more a fan of this marketing genius than anything.

All small businesses can benefit from inexpensive off the shelf CD Rom mapping software. If you own a business you need to where your customers are coming from, where you would like to expand your sphere of influence to, where your competitors are located and how to route your delivery vehicles.

Tags

Links

Advice You - Increasing Your Media Quotient (MQ) - Part One

Related Articles: