Advice You - Business

When it comes to promoting your business, there are two stars, marketing and publicity. Marketing is about position and placement, and a Publicist works hands in hand with Marketing to int

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

erpret your brand to the media and the public.

1. A Publicist does not place stories requiring advertising, therefore advertising is not a product of a publicist--good editorial content is

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

Examples of combination products may in

The first thing to know about a publicist is that what is written about your company must be truly of interest to the publication and its readers.

2. A Publicist generates non-fee based r

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

ecognition, which means that you are not asked to exchange advertising dollars for editorial space. The result of publicity is attention, visibility, market share, recognition and branding.

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

By working with your Marketing team, the Publicist ensures that your message will dovetail with the core values of your organization.

3. Publicity is gained through the hiring and activiti

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

Combination pro

s of a Publicist. The message defines and promotes the brand that is at the heart of your business.

4. Publicity is a powerful tool for promoting your business. Therefore, a publicist has

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

gone from being an exotic member of a star's entourage to an important consideration for business owners. The reason for that is simple. People pay more attention to what others say about y

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

u than what you say about yourself. We are social beings, and want to trust those with whom we associate.

5. Publicity is one of the most effective, non-fee based activities a company can

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

pursue. There is no other single activity that can produce such dramatic results, such as an 85% increase in recognition in less than a six month period. The key to hiring a good Publicist

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

s that this recognition should be to promote the image and purpose of your organization--including the good works you do, charitable contributions, the positive products and solutions you o

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

fer and your commitment to the community.

6. A Publicist is adept at establishing core messages and fundamental corporate goals, and introducing them to the media and the public through hi

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

Following aspects would a

gh interest stories and press releases about products, people, services and benefits. The reason you read your favorite magazine, newspaper, blog or online news site is that you expect to f

dd to the challenges in developing combination products:

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

nd something there that is of use to you in your life--it educates, informs, is relevant, useful for your needs, astonishes or entertains you. The reason you hire a Publicist is to promote

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

your business in a way that fulfills these expectations.

7. A Publicist knows how to format and engage interest through press releases and pitches for highly interesting feature stories th

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

t will be written in magazines and newspapers. The press release is your ticket to the formal affair called press. As with any ticket, there are rules of engagement, and the press release i

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

bound by the rules of who, what, when, where and why (as in why should I care?)

8. A Publicist understands the reason and purpose of the press release. Press releases are a precursor to f

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

Professional from academic institutions, pharmaceutical industries, health care indust

eature stories, because press releases are the vehicles used to build credibility and understanding of who you are, what relevant issues your company brings out, what your company stands fo

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

and what products or services you offer that might benefit others.

9. A Publicist understands what makes a story newsworthy. This is called the Rules of Three—what makes a story newsworth

.

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

y from your perspective, what makes a story newsworthy from the reader’s perspective and what makes a story interesting and newsworthy from the publication’s perspective.

If you want to pr

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

Companies that provide selfless information through particip

mote a book, get an agent. If you want to promote a business, you might do well to consider getting a Publicist. Publicity often builds business--it is the brightest star in marketing’s sky

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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Advice You - Why Publicity Dazzles and Why You Might Consider a Publicist

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