Advice You - Business

Many Small and Medium businesses (SMB's) struggle for a piece of the action in very competitive markets. They find it difficult to spend great amounts of money on advertis

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

ing, yet fear being left behind if they don't. Public Relations can be a cheap or even free alternative to regular marketing and advertising efforts, sometimes producing

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

Examples of combination products may in

ven better results (since news items are considered more trustworthy than advertising).

Below I list some ideas to help you run creative Public Relations campaigns. Bette

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

r get those phone lines ready - your business is about to get some attention!

Clearly the following ideas must be adapted to your type of business, your strategy, your cli

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

nts, and the available media and journalists, but they should provide you with a general direction you may follow:

Turn a part of your business into a u

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

Combination pro

nique community meeting place:

Getting people to come to your business is obviously the first step on the road to making them your costumers. If

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

our business is off the beaten track, or if there's a lot of competition in the area, you can start getting people to visit your business by providing them with a special 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

eeting place.

You need to choose a theme for the meeting place which fulfills the following criteria:

Provides an interesting activity

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

o members of your community (such as a mini-museum, a lecture, some fun game).

Is more likely to be a "Hot" news item - something that has never b

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

een done before in that area, and that deals with an issue of concern to the majority of the community.

Is related to your business service, strat

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

gy and reputation as much as possible (if you are selling natural food additives, for example, a meeting place related to environmental perservation).

Organizi

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

Following aspects would a

ng all this does not necessarily require high costs. You may find ways to keep this cost very low, for instance by:

Offering young performers and professionals a pl

dd to the challenges in developing combination products:

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

ce they can gain experience and recognition, without having to pay them much (these could be aspiring artists, comedians, hairdressers, etc).

Invite and convince v

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

olunteers to help you with the project. This should not be too difficult if you link this meeting place with some good-will or charity activity - such as preparing gifts fo

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

kids at the local hospital, etc.

Try to break a record or hold a special competition:

If your place is a diner, fo

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

r example, organize an event in which people will attempt to break a Guinness World record in eating a certain food. If you are a carpenter, try to set a r

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

Professional from academic institutions, pharmaceutical industries, health care indust

cord yourself for making a chair in the shortest possible time, and invite customers and their families to bet on the result.

Organize competitions for special gro

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

ups of people, that are likely to make it to the news, such as:

Competitions for unique and "interesting-news-items" groups of people (children, ho

.

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

eless people, disabled people)

Provocative competitions - do this only if this is what you wish your business image to be - provocative!

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

Companies that provide selfless information through particip

"Man against Machine" type competitions - against the computer, a vehicle, a robot (all should be related to your business).

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 - Creative Ideas for Small and Medium Business Public Relations

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