Advice You - Business

Do you know what really irritates the media in general and reporters in parti

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

cular? Many business people are totally uneducated as to how the media works

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

Examples of combination products may in

and totally unprepared to deal with the media. And every day those people do

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

things that totally irritate reporters. To help you become aware of and then

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

avoid these irritating behaviors, your strategic thinking business coach has

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

Combination pro

isted ten (10) tried and true ways to irritate reporters.

1. Submission of

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

news releases and pitches for story ideas that are not appropriate for the ta

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

geted publication.? 2. Calling a reporter when the reporter is on deadline.

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

3. Failing to respond to an inquiry from a reporter in a timely manner.

4.

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

Using jargon and buzzwords in a news release or when talking with a reporter

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

5. Sending emails with unsolicited attachments.

6. Calling the reporter

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

Following aspects would a

and asking if they received your news release and asking when it will run.

7

dd to the challenges in developing combination products:

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

Being unresponsive to reporters when called with requests for basic informa

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

ion.

8. Refusing to accept a “no” response from a reporter when told they a

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

e not interested in your story idea.

9. Asking to review a reporters articl

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

prior to its publication.

10. Not being available to speak with reporters

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

Professional from academic institutions, pharmaceutical industries, health care indust

when you send out the news release.

If you would like to learn how to work e

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

fectively and positively with the media and how a strategic thinking business

.

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

coach can facilitate and guide you in that endeavor, please contact Glenn Ebe

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

Companies that provide selfless information through particip

sole through his website at www.prdoctor4u.com or by email at jgeprman@aol.co

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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