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The internet has created a global marketplace, not only for goods and services but also for thoughts and opinions. Businesses, both large and small, are becoming in

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

creasingly concerned by the proliferation of comments which can influence people’s buying decisions. Recent research suggests that PR agencies are aware that they n

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

Examples of combination products may in

ed to engage this online chatter, but are unsure of how to go about it.

Tom Chandler, in his Engagement Principles blog, tackled the subject of the hesitancy of PR

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

agencies to utilise blogging. He referenced research, highlighted on the Deep Jive Interests blog, which showed that:

while most PR executives believe in blogging

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

s an effective tool to share information quickly and broadly (UK 70%, US 80%), and have a role in influencing public opinion and decision making (UK 60, US 70%), th

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

Combination pro

majority do not have a blogging policy (UK 82%, US 88%), and only around a third blog for their own company or clients (UK36%, US 37%).

It would appear that many

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

R firms are still nervous about jumping into blogging headfirst, preferring to wait for others to test the water and then watch to see if they sink or swim.

PR’s m

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

ethodology shares some characteristics with that of the advertising world. Their tactics for influencing mindsets have generally been a one way, top down approach.

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

n a world where everybody now has the means to share their opinions and experiences with millions of online consumers this approach now seems antiquated. PR, like a

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

vertising, needs to learn how to listen to what people are saying and to be able to have their client’s voice.

Hosting a blog on your client’s website offers an ex

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

ellent vehicle for being able to respond to online comments and opinions. By having a centralised location for criticism you can prevent it from going unchallenged

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

Following aspects would a

n other blogs and forums strewn throughout the web.

Handling customer issues in a public format will enhance your client’s image by demonstrating their transparenc

dd to the challenges in developing combination products:

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

, expertise and credibility. People are then more likely to trust you, which is a requisite for an effective relationship with your marketplace.

Forrestor research

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

offered some insight on the value of blogs in their recent report on blogging’s elusive ROI. Their findings were attained from interviews with businesses with hands

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

on experience, such as Dell, Southwest Airlines and Sun Microsystems.

Steve Rubel, both an experienced blogger and vice president of PR firm Edelman, noted from t

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

e study that the frequently mentioned benefits were:

• Greater brand visibility in mainstream media and on the web.
• Word of mouth marketing.
• Improved

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

Professional from academic institutions, pharmaceutical industries, health care indust

brand perception.
• Instantaneous customer feedback.
• Increased sales efficiency.
• Fewer customer service PR blowups.

All benefits you would hope

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

o gain from a well orchestrated PR campaign.

Successful PR in the online world is about more than just generating buzz with a virtual store in Second Life. To get

.

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

nfo hungry consumers to listen to your client’s message you now need to trade in the currency of transparency and value. By utilising podcasts, wikis, blogs and RSS

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

Companies that provide selfless information through particip

feeds, PR agencies have the means to communicate in a more open format, and in a manner which will allow their client’s voice to be heard in the online conversation

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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