Advice You - Business

Most people do not factor in publicity into their marketing program. They forget about it when planning. Or they think it happens spontan

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

eously with enough word of mouth marketing. Most people do not plan for their marketing. They have no budget set aside to market. They

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

Examples of combination products may in

think their products are so good, people will spontaneously start using them and they will make tons of sales. They launch their product

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

and wait and wait and wait. Sales are dismal, no one is calling, and no one is booking them to speak.

Publicity is letting people know a

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

out the product and it is part of marketing. If you think your product is for everyone, right now go back to square one and start over. W

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

Combination pro

e do not have time to discuss it here, but trust me on this one, your product is NOT for everyone. Publicity is when media starts talkin

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

g about you or your product. You may or may not get an interview. However, media typically reaches farther than you can. It will reach pe

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

ple that you could not easily reach or it will reach the numbers you would not normally reach. For example, if you are a speaker who talk

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

s to groups of up to 100 or even 500, a newspaper article will take you to thousands of people ( or whatever the circulation is). If you

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

usually speak to authors, a magazine for chef’s might take an interest in you and feature. You would not normally talk to chefs, but her

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

you are, in their favorite magazine. This is what publicity can do for you.

Can you jump start your publicity? Yes, there are a few wa

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

Following aspects would a

ys to do so. If you are an author, producers of radio and television are concerned about how you interview. They want to know you can int

dd to the challenges in developing combination products:

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

eract with a real person and be interesting. Many authors have speaker-demos. This is a video of you talking to an audience during your l

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

ecture or even worse, talking to a group of authors who are all taping their video demo that day. The crowd sits there can claps because

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

hey are next and want you to clap for them. These are useful when you want to be booked as a speaker, but a producer is not convinced tha

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

t you can respond to a live person. Not just respond but create an interesting and memorable interview. That is a producers main concern.

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

Professional from academic institutions, pharmaceutical industries, health care indust

A real television or radio interview will do wonders in convincing them that you are a great guest.

There are basically 10 Top Myths ab

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

ut Publicity: My product is for everyone Good causes always get on TV Give the media a general pitch and tell them you can speak about

.

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

anything Free publicity just happens Getting publicity doesn’t mean you need any media training Publicity is a chance to sell your pr

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

Companies that provide selfless information through particip

oducts Hosting a Podcast is all the free publicity you need Free publicity is free Anyone can write a press release

I am not an exper

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.adviceyou.org.ua/article/33304/adviceyou-Got-Publicity2007.html">Got Publicity-2007?</a>

BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/33304/adviceyou-Got-Publicity2007.html]Got Publicity-2007?[/url]

Paperwork. Nobody likes it, but everyone has to do it. Documentation on a new hire can be the most cumbersome, but is an absolute must. Detailed paperwork not only allows the new employee to collect a paycheck and be eligible for fringe benefits, it protects you, the employer.

Of all the multi-level marketing opportunities out there, the ones that are the easiest to market are the ones that have products that you can truly believe in, and would continue to use yourself, even if they did not hold a business opportunity.

Put an end to boring, sleepy elevator speeches. Instead tell a story about your success and think of your elevator speech as an exercise in copywriting. Networking will become effortless and effective.

Tags

Links

Advice You - Got Publicity-2007?

Related Articles: