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Advice You - Partnering with Non-Profits to Jump-Start your Publicity
Every corporate entity (or individually run business) should make it a priority to be socially responsible and give back to the community in which it operates.
Besides being the right thing to do, corporate giving enables you to reach your customers and prospects in an entirely differen
Besides being the right thing to do, corporate giving enables you to reach your customers and prospects in an entirely differen
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
t way than traditional marketing.
Who isn’t tired of being bombarded by cute, clever and ultimately self-serving advertising messages? These days, we expect more out of those we choose to do business with. Showing that you care about more than the bottom line instills a feeling of goo
Who isn’t tired of being bombarded by cute, clever and ultimately self-serving advertising messages? These days, we expect more out of those we choose to do business with. Showing that you care about more than the bottom line instills a feeling of goo
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
d will in those you are trying to reach.
But what many companies don’t realize is that their good deeds can also generate broad publicity coverage, further enhancing your corporate reputation and brand image.
Before you flinch in horror at the thought of getting media attention for you
But what many companies don’t realize is that their good deeds can also generate broad publicity coverage, further enhancing your corporate reputation and brand image.
Before you flinch in horror at the thought of getting media attention for you
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
r good deeds, let me tell you that not only is there nothing wrong with this, but you will also be further helping the non-profit. By generating publicity for yourself regarding your charitable work or contributions, you are also obtaining great media coverage for the non-profit, enhanc
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ing their credibility and increasing their exposure. Now that’s a win/win!
Here are some tips to help you “do good” for a good cause, “feel good” about what you’re doing and create “good press” for your company:
Target the right media.
Most major local newspapers and some loca
Here are some tips to help you “do good” for a good cause, “feel good” about what you’re doing and create “good press” for your company:
Target the right media.
Most major local newspapers and some loca
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
l magazines have special sections devoted to non-profit news. In South Florida where I live, for example, these are referred to as the “Society” sections. These are the sections that you will want to send news to of your good deeds. They are more than happy to run items relating to fo
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
r-profit companies helping non-profits. And, as I said before, by doing this you are also gaining more exposure for the non-profit, which further helps them out.
Always take photos.
Flip through the pages of your local “Society” sections, and you’ll see photos galore. Photos a
Always take photos.
Flip through the pages of your local “Society” sections, and you’ll see photos galore. Photos a
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
re, in fact, the lifeblood of these non-profit sections, and without them your press release will either not get printed or it will be lost in a sea of tuxedoed and bejeweled philanthropists smiling for the camera. When taking photos, make sure that they are well-staged (i.e. – nice, ti
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ght shots, no distractions in the background, not too large a group in one photo, etc.). Also, be sure to clearly mark and identify every person in the photo, or it will not make it into print.
Don’t think you have to be Bill Gates or Warren Buffet.
Let’s face it, none of us, n
Don’t think you have to be Bill Gates or Warren Buffet.
Let’s face it, none of us, n
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
o matter how well we are doing, are going to be able to give away more than the GNP of some nations. But that should not deter you from giving at whatever level you are able to afford. There are many, many wonderful non-profit organizations within every community that are struggling ea
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ch day just to keep their doors open and continue to provide their much-needed services. These organizations will be more than happy to accept whatever you are able to give.
Likewise, you will still be able to generate great publicity coverage, no matter what the size of your gift. Th
Likewise, you will still be able to generate great publicity coverage, no matter what the size of your gift. Th
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
e media sections that cover non-profits are usually more than happy to include all good works, not just the large financial sums.
However, for those that are hesitant to publicize the size of their financial gift, you do have other options. For example, some of my clients prefer to ref
However, for those that are hesitant to publicize the size of their financial gift, you do have other options. For example, some of my clients prefer to ref
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
er to their gift as a percentage of their day’s sales or to leave out the amount altogether. Both of these options are fine and should not hinder your ability to generate publicity coverage.
Be creative.
There are many different ways to support a good cause, and they will all e
Be creative.
There are many different ways to support a good cause, and they will all e
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
arn you positive media coverage. Here are some examples:
· Write a check. Writing a check and presenting it to the organization is the simplest way to give. When doing this, be sure to have your photo taken “presenting” the check to the head (or a higher up) of the organization. You
· Write a check. Writing a check and presenting it to the organization is the simplest way to give. When doing this, be sure to have your photo taken “presenting” the check to the head (or a higher up) of the organization. You
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
can then submit this photo, along with a press release detailing your giving, to the media.
· Donate your expertise. As a die-hard animal lover, there was never a question for me that I would donate my PR services to an animal organization. Just which organization became apparent whe
· Donate your expertise. As a die-hard animal lover, there was never a question for me that I would donate my PR services to an animal organization. Just which organization became apparent whe
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
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
n I adopted my dog Chase from our local no-kill animal shelter five years ago. Since that time I have been doing their publicity pro bono. Even though I don’t have a million dollars to give them, the exposure my publicity services provides has been invaluable, and is something they nev
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
er would have been able to afford if they had to pay for it.
· Designate a “giving day.” Some businesses are by nature more geared toward this than others. I know of hair salons, boutiques, grocery stores and other such businesses that announce that on a specific date they will give a
· Designate a “giving day.” Some businesses are by nature more geared toward this than others. I know of hair salons, boutiques, grocery stores and other such businesses that announce that on a specific date they will give a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
way a certain percentage of that day’s proceeds to a specific charity. Doing so gives them a reason to market this to their customers via in-store displays, letters, e-mails, etc. in order to pump up the day’s sales.
· Hold an event. You can also hold an event and donate all or a por
· Hold an event. You can also hold an event and donate all or a por
.
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
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
tion of the proceeds to your charity of choice. Again, this is a great way to get publicity, help a good cause, and also reach out to your customers in a unique way.
Many people love to peruse the Society sections each week, making them a great vehicle with which to reach out to your t
Many people love to peruse the Society sections each week, making them a great vehicle with which to reach out to your t
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
arget audience and letting them know that not only does your company provide great products or services, but it also cares about being a good corporate citizen.
Creating a positive brand image by doing good for others is the ultimate win/win situation.
Copyright 2007 by Diana Laverdure
Creating a positive brand image by doing good for others is the ultimate win/win situation.
Copyright 2007 by Diana Laverdure
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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