Advice You - Business

Relax. When a reporter makes an unexpected call, you are not obliged to respond immediately. But you should alway

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

s cooperate - even when your news is bad.

The first thing to do is note the reporter's contact details. Ask them

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

Examples of combination products may in

to forward story background and questions via email. Reassure the reporter that their inquiry will be dealt with an

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

d that someone will be back in touch within half an hour.

Once you receive the reporter's email request, collect t

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

e facts. If necessary, forward the matter to colleagues who might normally deal with media issues. If you are the s

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

Combination pro

pokesperson, take time to decide whether comment is appropriate. Always avoid saying "no comment." Simply explain

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

why you have no comment. For example; "I'm sorry, I can't comment on this right now. We are still looking into th

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

matter."

If you need more time, phone back the reporter with an update. Your company may need another hour, maybe

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

another day or even a week. This is your decision. But try to be reasonable. Reporters do have deadlines and it he

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

lps if you can work within them.The most important issue is to keep reporters informed. Always return their calls,

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

ven if you have nothing to say.

Five top tips:

1. Gather facts before comment
2. Use descriptive language

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

Following aspects would a

> 3. Highlight specific examples
4. Avoid live interviews
5. Never say "No comment"

A common complaint

dd to the challenges in developing combination products:

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

about the news media is their tendency to misquote or to quote out of context. This is often the case when journal

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

ists struggle to understand what you are trying to say. Make an effort to be clear and concise. Be sure to send r

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

porters supporting fact sheets and other relevant information before the interview. Don’t overload reporters – jus

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 make it easy for them to get what they need.

Be sure to give the media something new to report. Perhaps you are

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

Professional from academic institutions, pharmaceutical industries, health care indust

launching a new product? Does an existing product or service have new features? Is your company about to break new

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

round? Can you share new research or information about new trends?

Finally, do not assume the reporter will immedi

.

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

ately recognise the news. Their job is to report it. You can help them by identifying the issues you believe to be

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

Companies that provide selfless information through particip

newsworthy. To encourage coverage of your issue, you should be courteous, friendly, timely, relevant and objective

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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Virtually every medical service provider dictates SOAP notes into recorders for transcription and sends them off to a medical transcription company to transcribe and return a refined copy of necessary medical information.

Meeting new people and feeling comfortable is a learned skill. I’ve found that the more people you meet the easier it becomes and you get better at asking interesting and occasionally provocative questions. And, you have to learn to be an active listener. No one likes someone who interrupts or is preoccupied with getting his or her point across. Conversations are not about winning or loosing, they’re based on learning about another person.

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Advice You - How to Prepare for a News Interview

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