Advice You - Business

Traditional public relations yields a common problem called “Placement Crash,” which is like a sugar crash in business – something that gives you a brief high, but bottoms out fast and leaves you

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

with nothing.

For instance, one big media hit can bring volumes of visitors to your web site -- but did the PR firm, the online communications expert or anyone in the marketing department devise a strat

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

Examples of combination products may in

gy to leverage that traffic and Capture the Conversation during and after peak traffic to drive sales or solidify new relationships?

My guess is the answer to that question is NO.

Do excited or

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

urious new visitors arrive at the web site, only to find a disappointingly stale home page full of corporate marketing-speak, dull self-serving press releases, and untargeted and out-of-date content?

My

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

guess the answer to that question is unfortunately YES.

The skills, practice and application of media relations and generating media exposure through mainstream media channels ends once the story is run

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

Combination pro

. Upon confirmation for publication or broadcast, the PR person is on to the next pitch. You can’t blame them, it’s their job and how they have been taught to do it, although it is a terrible disservice

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 not only the client, but to themselves.

The value is in continuing the successful media relations effort online to track sales, generate new leads and engage in a meaningful conversation with, now bec

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

use of the great story- emotionally available customers.

Imagine this scenario: A new DNA testing company gains exposure on a prominent national morning show. Millions of people see the show’s anchor ta

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

e the test and discuss the impact of genes and diet. Of those millions of people thousands go the DNA testing company’s web site, and when they get there, they see a message welcoming the viewers and sig

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

n up form to join an upcoming teleconference with the lead scientist in the company to answer questions about the product and the application of the science. Of those individuals that attended the teleco

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

ference, 200 of them purchased the product resulting in over $40,000 dollars in sales.

So instead of generating monthly billing reports that attempt to justify the public relations budget using antiquat

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

Following aspects would a

d measurements such as Ad Value Equivalency, the PR team can now confidently state the number of new business leads or sales generated online through the mainstream media placement.

Great media exposure

dd to the challenges in developing combination products:

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

holds tremendous value - but its just not enough. When access to information via the internet through search and the proliferation of two-way conversation tools such as blogging give the customer easy an

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

d instant access to critical decision making information, connecting with the customer online is a critical success factor. If you’re not participating in that conversation, I can guarantee you someone e

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

se is and you better hope it’s not your competition.

It’s like the early 1980s, when direct mail experts explained how direct mail can drive new customers but never mentioned how to coordinate direct ma

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

l with other marketing and sales tactics. Later, companies wised up by integrating advertising, telemarketing, and direct mail into coherent, integrated marketing campaigns.

The same integration needs e

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

Professional from academic institutions, pharmaceutical industries, health care indust

ist today. The barrier to success is obtaining the skill sets and knowledge needed to integrate the disciplines of public relations with search visibility, and online sales and marketing. Successful PR t

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

eams have a balance and mix of media and journalism skills to accompany techie, online analytical and search visibility expertise.

Form my experience I can tell you there are very few individuals able 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

straddle both sides of the media/techie fence, which is why team integration and strategic communications leadership supported by analytical data will be the difference between market success and failur

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

Companies that provide selfless information through particip

.

James Clark first introduced the The Placement Crash in the article Fire Your PR Firm, published in June, 2006. To view the extended original article visit http://www.CapturetheConversation.com

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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