Advice You - Business

A while back, I decided it was time to get some publicity on national TV to promote my book and ghostwriting services.

Shortly after setting that goal, I acc

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

omplished it by appearing on Fox & Friends, the national morning show on Fox News Channel that reaches millions of people across the country!

Today, I have a

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

Examples of combination products may in

lmost more business than I can handle and the Fox appearance has led to appearances on five other TV shows across the country. Here's how it all happened, and

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

what I learned in the process:

1. Relationships are the name of the media game.

When I made it my goal to get on national TV, I took the plunge and

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

went to the most expensive conference I've ever attended, The National Publicity Summit (www.freepublicity.com/nps07), where I got to personally meet almost 1

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

Combination pro

00 producers and reporters from major media outlets like CNN, Fox News, The View, 48 Hours, Live With Regis & Kelly, Oprah magazine and Forbes. It's like spee

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

d dating with the country's top media. I got brief personal meetings with each arranged and agreed to beforehand. No cold calls. No voice mails.

It was durin

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

g one of those meetings at the National Publicity Summit I spoke with the producer for Fox & Friends. I also made a great contact at Time magazine, with a for

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

mer Oprah producer and a producer at Live with Regis & Kelly.

I've kept in touch with all of them and most have helped me to one degree or another. In fact 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

ithout those relationships, I probably never would have gotten on national TV.

2. You need to be your own publicist.

I don't care if you've hired the

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

best publicist or PR firm in the world -- nobody is going to do a better job promoting you than you are simply because no one cares about what you're promoti

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

Following aspects would a

ng as much as you do. Plus, even if you have a publicist -- and I'm using one now to save me some time -- being able to come up with good angles yourself is e

dd to the challenges in developing combination products:

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

ssential to getting the most out of them.

3. Try to tie-in with the news.

Before we had our personal meetings with the producers and reporters at the

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

Summit, their staff trained me to come up with the kind of angles and ideas the media loves. For example, I learned one of the best strategies is to figure o

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

ut how to tie-it into what's happening in the news.

When I was invited to appear on Fox, it was to rate the presidential candidates in terms of how honest 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

ey were about using a ghostwriter for their biographies-- since it was primary season, all the news channels were looking for some angle that hadn't already b

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

Professional from academic institutions, pharmaceutical industries, health care indust

een used to discuss the election. If you can find a story a producer is already interested in doing (and most are always looking for new angles on stories tha

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

t are already in the news), you're more than 90% of the way there.

4. Milk your appearance for all it's worth.

I can now say the Fox News Channel ref

.

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

ers to me as "The Ghostwriting Guru." That's publicity you simply can't buy at ANY price. It wasn't more than a few days after my appearance I started plaster

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

Companies that provide selfless information through particip

ing all of my promotional materials with that phrase. Plus, as I mentioned earlier, the fact I was on Fox makes it much easier to land segments on other shows

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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