Advice You - Business

or Ten Ways to Effortlessly Become More Media Aware.

1. Let’s start by making a list of all that you usually read (and you can do this as a team if there are more than one of you). I

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

nclude things that you read for fun as well as business, things that you regularly read whilst sitting outside your client’s/MD’s office, and websites that you usually visit.

2. Now

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

Examples of combination products may in

go through that list and cross out anything that you wouldn’t want your business to be seen in, wouldn’t do your business any good to be seen in anyway (but do include places where yo

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

u already have a media presence as this needs to be maintained).

3. Now, looking at your remaining titles and suss out any gaps. If you’ve only covered one trade magazine, what about

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

the other five that barrage you with requests for subscriptions? If you religiously read the Guardian can you accept that you really should start to become more aware of the oppositio

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

Combination pro

n? So, here's list two – make a note of all the publications you need to get to know.

4. Now comes the difficult part, fitting them into your daily routine. Understand that you are g

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

oing to have to move away from your comfort zone. I love to curl up with the Sunday magazines and wallow in materialist lusts (Gotta have those shoes/Nigella’s new book/a kitchen like

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

Jamie Oliver (yeah, as if!) but I make myself read the newspaper first, even if the thought makes me yawn. One way that you can do this might be reading through a publication each we

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

k on the train before you allow yourself to relax and settle into your novel.

5. If you work in a team you can assign particular publications to particular people and each of you are

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

responsible for reading your own publication and the giving a brief run down of what you think is important along with possible press opportunities in a weekly press meeting.

6. Doe

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

s your trade magazine have a website? If time is really strained then this is a fall back. Send yourself regular reminders via Outlook or whatever to go and take a look and catch up o

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

Following aspects would a

n the latest news.

7. Make catching up on your reading a little bit of me time - disappear for fifteen minutes with a publication and a cappuccino and make it into a daily ritual tha

dd to the challenges in developing combination products:

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

gives you a bit of time to breathe. If anyone queries it, you are working after all!

8. Once you really get into it, you’d be surprised at what possibilities are out there. You’ll s

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

pot your major competitor being interviewed in a golfing magazine and sneakily dropping his business name in there. You’ll see interview on mothers who run businesses in a women’s mag

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

azine and notice someone from your local networking group on the page. Think outside the box. I was once interviewed for a mobile phone magazine (years ago, when they were pretty clun

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

ky!) about how vital it was to carry my mobile with me in case a journalist wanted to contact me urgently. And it was a double page spread with a picture of me and my (clunky) mobile

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

Professional from academic institutions, pharmaceutical industries, health care indust

hone and Tower Bridge in the background. Did my business wonders (even though I had changed phone companies by the time it came out!)

9. You can’t afford to be smug once you feel eve

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

rything is under control. New titles open all the time. Make regular trips to the newsagents (big station branches are great for this) and check for new titles. Read what’s sitting ar

.

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

ound in the waiting room of your dentist or your clients and don’t be afraid to ask if you can photocopy something if it looks vitally important!

10. Finally, and this is something I

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

Companies that provide selfless information through particip

urge you to continue doing, always ask your clients what they read - for pleasure as well as work. And, if Dog Lovers International keeps cropping up, you know what you’ve got to do!

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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