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Advice You - Public Relations: Avoid These 5 Press Release Blunders
A successfully placed press release can lead to an overwhelming amount of free publicity. In fact, being mentioned in an article -- or better yet, being the focus of one -- can sometimes deliver better ad
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
vertising results than buying an expensive ad in the same publication.
That’s because people put their advertising filters away when they read articles. They don’t expect to be sold to, which in
That’s because people put their advertising filters away when they read articles. They don’t expect to be sold to, which in
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
urn makes them more open and receptive to your message.
Whether your business is big or small, you clearly have a lot riding on every press release you write. Which is why clients often ask me t
Whether your business is big or small, you clearly have a lot riding on every press release you write. Which is why clients often ask me t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
o review their drafts (or write them from scratch) before they send them out.
Over the years, I’ve encountered several common blunders which can prevent press releases from performing effectivel
Over the years, I’ve encountered several common blunders which can prevent press releases from performing effectivel
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
. With so much at stake, you cannot afford to overlook them. These are my top five:
Blunder #1: Not Minding the Medium
Before you send a press release to a publication, learn e
Blunder #1: Not Minding the Medium
Before you send a press release to a publication, learn e
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
verything you can about it. Review previous editions, find out what kind of stories they run, and evaluate their space requirements. Jot down the names and contact information of the editors.
Al
Al
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
o check to see if there is a special section devoted to content like yours. If you are launching a new product, perhaps they have an area devoted specifically to product announcements. Your news story mig
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
ht make a great addition to a News in Brief section.
The goal here is two-fold. You want to make sure that the publication will even be interested in the first place. And then you want to take t
The goal here is two-fold. You want to make sure that the publication will even be interested in the first place. And then you want to take t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e information you find and customize your release to make them so interested that they stop in their tracks and call to arrange an interview.
Blunder #2: Not Using the Proper Format
Blunder #2: Not Using the Proper Format
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
A good press release follows a very specific format. It is not the place to show off your design creativity or a good time to reinvent the wheel. If it can’t be easily identified by an editor, it wi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
l probably end up in the trash.
I have created a very simple Press Release Template for you to download and use however you’d like. When left to my own devices, this is the one I use. You can au
I have created a very simple Press Release Template for you to download and use however you’d like. When left to my own devices, this is the one I use. You can au
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
tomatically download it to your desktop at http://tinyurl.com/hf3ot.
Blunder #3: Not Having an Angle
An editor’s job is to find stories that will interest readers and enhance their live
Blunder #3: Not Having an Angle
An editor’s job is to find stories that will interest readers and enhance their live
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
, not to give away free publicity. So do their job for them by making sure that your story has a compelling angle, or a unique way of looking at your topic.
For example, I just wrote a press rel
For example, I just wrote a press rel
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ease for a client launching a new line of colorful metal earbud headphones. But instead of just announcing the product with techs and specs, we focused on how they offer a stylish alternative to the ubiqu
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
tous white earphones that are so popular today. This gives the editors much more to run with.
Blunder #4: Not Using Quotes
Attributing a quote to an executive or key player in
Blunder #4: Not Using Quotes
Attributing a quote to an executive or key player in
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
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
your company will humanize your press release, making it more appealing to an editor. It also lets you indirectly praise your product without editorializing.
In other situations, a quote from an
In other situations, a quote from an
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
expert in a related field can support your story and supply it with more credibility. It also suggests to the editor that someone is available for further discussion should the need arise.
B
B
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
lunder #5: Not Expressing Urgency
Don’t give editors the chance to set your story aside, because they probably will. They’re on constant deadline to find newsworthy stories with immediate re
Don’t give editors the chance to set your story aside, because they probably will. They’re on constant deadline to find newsworthy stories with immediate re
.
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
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
evance. Everything else can wait for a while in that giant stack on their desk.
So in addition to writing “For Immediate Release” at the top (as opposed to a specific future date), try to give t
So in addition to writing “For Immediate Release” at the top (as opposed to a specific future date), try to give t
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
hem an angle that is timely and pertinent. For instance, tie your story to a current trend in the marketplace, or a major news event.
(c) 2006 R. Cory Fossum. All Rights Reserved.
(c) 2006 R. Cory Fossum. All Rights Reserved.
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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