Advice You - Business

Have you ever wondered what a reporter is thinking about when he or she sits down to interview you? If you haven’t, you probably aren’t getting the m

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

ost out of your experiences with the press. The best media training programs teach you to think like a reporter. If you want to establish a good rap

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

Examples of combination products may in

ort with a journalist and get back as much as you give in your interview, you’ve got to focus on what that journalist is thinking.

The Assign

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

ent

For starters, he’s thinking about his editor. The editor wants to know, "Why would our readers (or viewers) want to read this stor

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

?" This is question that should have been a question that was hammered into your mind during media training.

A reporter goes into an interview w

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

Combination pro

th a specific objective, and he or she will have a set series of questions designed to reach that goal. However, it’s not unusual for an interview to

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

veer off into an unexpected direction, creating a new basis for the article or spawning follow-up articles. With proper media training you will know

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

hen to allow the discussion to take a new direction. Allow it only if it has clear benefits to your organization.

When the interview is set up, ask t

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

e reporter what the story angle is and who the target audience will be. Also find out who else is going to be interviewed. The sources a reporter uses

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

are often a window into his or her brain.

Time Constraints

It is extremely important that you respond to a reporter’s enquiry as

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

uickly as possible. Reporters working for daily publications or television and radio stations are generally working on a very short timeframe. News

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

Following aspects would a

web sites are updated throughout the day, sometimes directly from the reporter's laptop. So a reporter calling for a quote needs an answer immediately

dd to the challenges in developing combination products:

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

Even journalists working for monthly magazines will appreciate a quick reply; these writers may have a number of sources they’re trying to reach. If

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

others get back to them before you, you may lose your chance to be interviewed all together.

Building a strong relationship with a reporter and worki

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

g within his or her time constraints will serve you well in the future. The reporter will call upon you again for comment on issues within your speci

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

ic industry, and will welcome calls from you pitching story ideas that feature your organization.

Controversy

A good story is one

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

Professional from academic institutions, pharmaceutical industries, health care indust

that sparks controversy and gets people talking. The more interested the public is, the more stories the reporter can write. You may find that the r

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

porter interviewing you is urging you to say negative things about the competition, a former employee or a government official. It’s important to sta

.

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

positive. Just make sure what you have to say is something the audience eagerly wants to know.

Remember, while preparing for, and throughout the int

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

Companies that provide selfless information through particip

rview, see the issue from the reporter’s viewpoint. Then be sure to provide quotable material that will make his or her editor excited about the story

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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