Advice You - Business

As the tragedy at the Sago mine in West Virginia unfolded on our televisions and front pages in January of 2006, I’m certain we all wondered how the story coul

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

d have become such a terrific example of corporate media-relations bungling.

Perhaps I was in the minority thinking the bungling was terrific, but I’m in the

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

Examples of combination products may in

edia relations business – this mess was going to be a terrific teaching tool.

How did such utterly wrong “facts” get released? And why did International Coal

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

Group, the company that owns the Sago mine, let the wrong story spread for three hours before admitting to the real facts – twelve miners were dead. There wa

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

only one survivor. Not twelve, as had been joyfully reported by broadcasters and newspapers around the world.

There is one primary rule in media relations –

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

Combination pro

never let the story get away from you. International Coal Group violated that rule, and wound up the poster child for corporate blundering. ICG will have “S

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

go mine disaster” inserted in every story about their company for years to come. The coal industry isn’t known for its safety record – now ICG has the dubio

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

us distinction of joining the “worst mining disasters” list.

Most business owners, large and small, will never face a media disaster of these epic proportions

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

They can, however, learn some valuable lessons by being aware of what can happen if you violate that one primary media relations rule – never let the story g

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

et away from you.

Every company should have a media plan – even if you will only end up talking to a community newspaper. Plans for any size company should f

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

llow these guidelines:

Be prepared

Tell the truth

Establish one point of contact

Tell the truth

Maintain your message – know what to say, and say only tha

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

Following aspects would a

Tell the truth

Know what is, and isn’t, newsworthy

Tell the truth

Be aware of deadlines

One rule is so important, it’s in there four times – no matter wh

dd to the challenges in developing combination products:

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

at you have to say, if it isn’t true, you’ll be found out. It might be within three hours, like it was for ICG. It might be three weeks, three months – but y

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

u will be found out, and you’ll have an accelerating disaster on your hands. Your business may not survive.

Tell the truth.

You should have a media plan in

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

place before you speak to a community calendar newsletter, your local paper’s business editor, a local radio or television reporter, or launch a product or ser

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

ice at a trade show. Having a plan in place gives you the confidence to speak your message, stay on track, and stay in control of your company’s news.

In the

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

Professional from academic institutions, pharmaceutical industries, health care indust

fast-moving, 24-hour spin cycle that is today’s news business, you don’t want to get sucked down the drain - getting caught off guard if your company suddenly

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

becomes newsworthy. If you’re lucky enough to come up with that fresh take on the mousetrap that has the world, and the media, beating a path to your door, yo

.

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

u don’t want to answer the door in your underwear.

By being prepared with a media plan, developed by using the guidelines I’ve given you, you’ll answer your d

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

Companies that provide selfless information through particip

or looking (and sounding) sharp, successful and newsworthy. And you’ll enjoy your ride on the media train, instead of finding yourself ground under its wheels

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/33516/adviceyou-9-Rules-of-Media-Relations-Crisis-Management.html">9 Rules of Media Relations Crisis Management</a>

BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/33516/adviceyou-9-Rules-of-Media-Relations-Crisis-Management.html]9 Rules of Media Relations Crisis Management[/url]

Trying to find the right job can be a daunting task. This article gives you the skills and steps that you need to do it successfully!

Be warned. If you're starting a non-profit and don’t have $100,000 in the bank, don’t use direct mail. You literally cannot afford to use direct mail to raise funds right now.

In many companies the HR department and Accounts love to have the salary of an employee deducted on the pay day based on their on-seat attendance time. This one is too harsh and especially for someone who has to sit facing the monitor continuously is a pain in the neck and eyes.

Tags

Links

Advice You - 9 Rules of Media Relations Crisis Management

Related Articles: