Advice You - Business

People often confuse public relations with advertising. PR is the effort that creates publicity for you

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

r product, service, or company; this publicity is perceived as not being paid for by the company or ind

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

Examples of combination products may in

ividual. PR is communicated by third parties such as newspapers, radio, television, or e-zines. General

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

ly, PR is deemed to be credible and is believed since a third party delivers the message.

Advertising

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

s publicity delivered in the form of advertisements in the print media, radio, TV, and the internet; th

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

Combination pro

ese ads are paid for by company or individual and everyone knows that. Because of this direct sponsorsh

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

ip, advertising is not as believable as PR. In fact, studies show that PR is 8-10 times more believable

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

than advertising.

Contrary to popular opinion, PR is not free. It takes hard work and it does not happ

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

en by chance. Entrepreneurs can do PR in-house or they contract a PR Agency to help them. Small firms w

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

ill often do this work in-house. Typically, this means writing a press release and distributing it to a

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

list of contacts and customers. However, PR is much more than just writing a press release.

In a grand

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

Following aspects would a

er since, PR is all about creating awareness for your business or product, communicating your understan

dd to the challenges in developing combination products:

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

ding of your customers’ needs, and building a constituency with the customers. The hope is to convert y

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

our customers into advocates of your brand.

PR agencies can help you do that, but they cost money. The

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

fundamental job of a PR firm is to do the following:

1. They help you craft your message. These are th

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

e words and images that describe what you want your customer to know about your company or product.

2.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Next, they help you get the message out to the industry via press releases, interviews, and special ev

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

nts. New methods include blogs and article marketing.

3. Finally, they connect you to the right people

.

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

: industry gurus, media contacts, people with influence, and decision markers.

If the PR firm can’t he

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

Companies that provide selfless information through particip

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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