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Advice You - Media Basics 101
So, you want to see your name in pictures -- or at least, in the newspaper or on your local TV station? We find that people fall into two spectrums when
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
it comes to promoting their business via the local media: they either assume it's a piece of cake or they think it's impossible. The truth lies somewhe
; 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
re in between. Unless you've committed a heinous crime -- or invented the greatest product since sliced bread -- it isn't exactly easy to get your compa
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ny and its products in print or on TV. However, it's not impossible either, if you take the right approach.
There are several important questions you m
There are several important questions you m
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ust ask yourself: How many people are actually affected by your news? How are they affected? Where are these people and what is the best way to reach th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
em? What is the compelling story -- the "hook" -- that will interest a reporter and eventually the public?
Answering these questions will help you to d
Answering these questions will help you to d
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
etermine which media outlet you need to reach with your information. For example, if your news affects a large number of people, and is of an urgent nat
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
ure -- say an emergency product recall -- then you want to contact the media outlets that will get your information out in the quickest manner to the la
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rgest number of people. That outlet is probably national television.
Most companies, though, will never have to deal with an issue on such a large scal
Most companies, though, will never have to deal with an issue on such a large scal
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
e. Unless you produce a product or service that is routinely purchased nationwide, you'll want to focus your efforts on working with your local media. B
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
fore you do, however, do your research first. Again, know who your audience is. If you only want to reach C-level managers, then your best option may be
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
a local business publication, rather than a large daily newspaper or TV station. If you have information regarding an event for businesswomen, you shou
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
ld send calendar notices to all local media and consider partnering with magazines and radio stations that specifically target women to get your message
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
out.
If you have a general interest story, consider daily or weekly newspapers. However, if your story can be published at any time, think about turni
If you have a general interest story, consider daily or weekly newspapers. However, if your story can be published at any time, think about turni
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
ng it into a feature-length article and pitching it to a monthly magazine. On the opposite side, if your article is for a very specific audience -- for
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
example, IT professionals, parents, sports enthusiasts, etc. -- consider contacting publications that specifically target them.
Just as it's important
Just as it's important
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
to research "who" to contact, it's important to research the specific details about that media outlet. Know who the reporters are and what they report o
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n (don't send a health story to the sports writer just because you read his column every day!). Know what their deadlines are and the best ways to reach
.
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
them. Many reporters will not accept attachments -- including photos -- from a source they don't know, due to virus issues.
When developing your publi
When developing your publi
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
c relations efforts, making sure you have a strategic plan is crucial. Working with the media can be an intimidating process — but it doesn't have to be
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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