Advice You - Business

Public relations or PR is a very cost effective way to build your brand.

My definition of PR is building goodwill with strategic sta

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

keholders through effective communication.

So in a practical sense how can you build your brand using PR. Here are the first seven o

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

Examples of combination products may in

21 tips.

1. Tie-in with news events of the day

A publicly listed Perth company and client of mine, Cell Aquacult

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

ure Limited made a recent announcement that "land-based fish farming is the only solution to stopping the world's wild caught fish st

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

cks collapsing".

They received good media coverage when they commented on a report where "marine scientists have warned there will b

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

Combination pro

e no more commercial fishing in 40 years if the present levels of fishing continue around the world."

Cell's message was that land-b

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

sed fish farming is the only solution.

This is a good example of leveraging off a big global news story. The new study on fish stock

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

s, conducted by Canadian researchers and reported in the journal Science, concluded that stocks of all of commercially caugh

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

species will collapse to less than 10 per cent of the maximum catches recorded.

2. Tie-in with a newspaper or other media o

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

utlet on a mutual project

Do a joint venture. You have the content and the media outlet has the distribution channels.

Th

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

s strategy worked well as a young manager at the ABC when we did a joint colour supplement in a major rural newspaper when we launche

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

Following aspects would a

d our new brands for all our regional radio stations.

3. Conduct a poll or survey

The outcomes of research are ve

dd to the challenges in developing combination products:

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

y newsworthy because they are new.

Polls, especially on the Internet are very easy to do.

4.Issue a report or white paper <

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

/strong>

This is a great way to generate good PR. White papers are now becoming a very effective lead generation, positioning and bu

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

iness growth tool.

5. Arrange an interview with a celebrity

Here's another example with a client called Aurenda w

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

ho are Independent worker injury risk managers. They held a function with former International cricketer Rod Hogg

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

Professional from academic institutions, pharmaceutical industries, health care indust

:ol('http://www.byoaudio.com/play/Wqf8b3JQ');" target="_blank">Click here to listen to the interview with Rod Hogg...

6.

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

Take part in a controversy

You have to pick your issues and I suggest you seek professional advice if going down this tra

.

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

k.

7. Arrange for a testimonial

A proven, time tested PR technique. You will notice I use collect and use testimo

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

Companies that provide selfless information through particip

nials with permission in this eZine.

(Source: Adapted from Public Relations: Strategies & Tactics Wilcox et al. 1995, p.300

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 - 21 Proven Ways To Use PR to Build Your Brand (Part One)

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