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Despite the vast wealth of news programs available on television, print reporting is anything but dead. Tens of thousands of local and regional newspapers as well as an array of Internet-based publications have put

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

print reporters in high demand.

According to a 2005 study published in Editor and Publisher magazine, 55 million newspapers are sold every day in the United States. For the public relations professional,

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

Examples of combination products may in

this is good news. It means that you’ll never be short on print reporters to help spread your company’s message. It also means media training for your spokespersons should include specific techniques f

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

or dealing with newspaper, magazine, and online reporters. Too many media training firms favor TV and neglect print.

Print news reporters are born from a natural curiosity. They are people who care about the world

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

around them; they want to know the why, how, who and when of everything. Moreover, they want to share the answers they find with a wider audience.

While there is more glitz in TV reporting, those who seek a career

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

Combination pro

in print prefer to write. TV reporting rarely requires in-depth writing of any kind; major networks often employ writers who prepare teleprompter scripts for their news anchors, and on-site reporters work from out

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

lines or rely on the subjects they are interviewing to supply them with the bulk of their content. Print reporters are “on a beat,” developing relationships with sources, learning the ins and outs of pa

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

rticular industries, and doing what they do best with the information they gather – writing.

To be a good print reporter one must be:

A generalist. Many reporters develop a niche ov

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

r time, and that can be a wise career move. Even still, the best reporters are those who have the flexibility to write about anything and everything.

Timely. Old news is no news.

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

strong>Curious. If a writer is not interested in his or her subject, it will show in the final article. Curiosity about people, places and events is the lifeblood of a good reporter.

Commi

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

tted to accuracy. Inaccuracies not only hurt the credibility of the reporter and the publication, they can open up both the reporter and his or her paper to legal liability. Media training will help you pr

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

Following aspects would a

esent information in such a way that reporters are less likely to make a mistake.

Honest. Reporters depend on building relationships with sources. It’s not always wise to open up to s

dd to the challenges in developing combination products:

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

urces about the entire content of an article or the true goal of an assignment. But being as honest as possible with a source will breed trustworthiness, and in the end, a better interview.

Courageo

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

us. As famed reporter and two-time Pulitzer Prize winner Jon Franklin once said:

Back when I first started, I thought intelligence was the most important attribute a report

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

er could have. I have since changed my mind. You do have to be intelligent, but the big thing is courage. Courage to open your mind and le the whole damned confusing world in. Courage to always be the ignorant o

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

ne, on someone else’s turf. Courage to stand corrected. Courage to take criticism. Courage to grow with your experiences. Courage to accept what you don’t understand. Most of all, courage to see what is

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

Professional from academic institutions, pharmaceutical industries, health care indust

there and not what you want to think is there. So, how can you tell the good reporter from the simply mediocre? The good are always willing to go that extra mile, and it shows in their w

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

riting. They find that one last source; they track down that one last fact. They lend an air of humanity to their work, while still remaining impartial in their delivery. A mediocre reporter will do only the bare

.

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

minimum.

Now, that having been said, it’s important to remember that all reporters are working under tight deadlines. Even the most committed may have to occasionally turn in a story that’s been resea

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

Companies that provide selfless information through particip

rched less thoroughly than they would like. But this can work to your advantage. With proper media training you will learn to organize your information so the reporter can write a great story under a tight deadline

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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Your business may be making you a profit, but are there things you can do to make it better? Do you offer your customer the best possible transactions? Taking the time to get to know your customers can increase your business. That doesn’t necessarily mean getting to know each of them on a personal basis, rather knowing their needs, their wants, predicting the goods or services they will purchase, and being prepared to keep up with changes in the market.

Independent contractors can be a real asset to your business. The advantages of employing someone on a contracting basis rather than as an employee are numerous. The important part is to have a comprehensive agreement in place to establish status, payment schedule, confidentiality and ownership of work.

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Advice You - Media Training: Understanding Print Journalists

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