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The delicate balance of public relations personnel is difficult at best. It includes a wide variety of responsibilities all which require a special type of skill a

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

nd personality. Dealing with the public, is highly jeopardous position for any company. The unique role of public relations takes a specific type of personality a

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

Examples of combination products may in

d the ability to choose words carefully, reflecting fully on their effect on the listeners.

Public Relations Defined

The practice of public relations is typicall

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

y a method of promotion related to an organization's overall promotional plan. Combined with other advertising/marketing material, public relations is a communi

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

ations effort, designed to favorably influence others' attitudes or perceptions towards your organization or business. When used correctly, public relations can

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

Combination pro

e as effective as advertising, yet costs much less. According to the Foundation for Public Relations Research and Education, public relations is defined as "a di

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

stinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organizat

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

on and its publics"

Role of a PR Professional

Accomplished through information gathering and strategic planning, public relations has become an objectives orien

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

ed job in the organization. In its role as a management function, the practice of public relations involves much more than simple publicity and creativity. The

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

role of public relations professionals could include tasks such as finding out how people feel about a company, or how management would like the public to see th

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

company. It could also include duties involving the planning of an exhibition, organizing a conference, writing or making a speech, writing a press release, or

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

Following aspects would a

editing an in-house newsletter. More commonly, public relations professionals lead in the development of a broad communications strategy. The public relations pr

dd to the challenges in developing combination products:

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

ofessional offers the effective management of communication efforts within the organization, bridging the gap between the organization and its publics.

Public r

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

lations is summarized as "the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization wi

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

h the public interest, and plans and executes a program of action to earn public understanding and acceptance". The skill set of a public relations specialist s

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

hould consist of the following:

1. Communications strategy development

2. Executive communications planning and counsel

3. Media contact and relationship buildi

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

Professional from academic institutions, pharmaceutical industries, health care indust

g

4. Investor relations

5. Industry analyst relations

6. Crisis communications

Conclusion

In order for a company to successfully bridge the gap between the o

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

ganization and its publics, it must plan and strategically develop its communications, most commonly accomplished with a public relations professional. Whether t

.

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

hat professional is a staff employee or a paid outside consultant or service, that individual or company is very crucial to gaining the publics awareness and acc

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

Companies that provide selfless information through particip

ptance of the organization and what it stands for. Situations can be managed, whether good or bad, it is all about how public relations are planned and executed

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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