Advice You - Business

There’s more than a few ways to get your name in the news. Extravagant claims, incredible altruism, unique twists on old themes. But even the best laid plans of a top notch performer can be sabotaged

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

by any of the following 10 “no-nos” of the promoting business.

1. Never Leave A Job Half Done Don’t decide half way through the planning phase of a project that it isn’t worth continuing. Not if yo

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

Examples of combination products may in

’ve already committed yourself to the press. Nothing will get a reporter or program manager more upset with you than having to print a retraction to a story they helped you promote.

2. Never Do Any

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

thing But Your Best It’s all about reputation. Editors, reporters, talk show hosts and program managers need to know, beyond a doubt, that if your name is associated to a story, it’s about a project

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

hat’s sure to be done right.

3. Don’t Wait For The Big Story You need to keep your name alive in the news room. It’s impossible to have a reputation if your name only comes up once every other year.

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

Combination pro

Watch the news for angles you can twist your reputation, credentials or services into.. Keeping your name alive is.

4. Don’t Wait To Get Started Promotional offices need to have a general informati

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

n folder about you on file. It allows them to call you when they find a story need. It also gives them backup information to look up when you send a press release. Put together and mail out a folder

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

headed with, “General Background Information on Leila Santori, Archeologist, for your records”..

5. Don’t Make It Too Long One page is as much as you can afford to use on each press release. Make it

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

short and informative.

6. Keep It Simple Make the press release simple, straightforward and to the point. Try to imagine a person who makes a living doing nothing but orchestrating media events. The

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

y regularly send out press releases and definitely don’t have the time, energy or motivation to print them on fancy, rose trimmed paper. Print your press releases on simple white paper without frills

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

or gimmicks.

7. Don’t Go Overboard It’s almost like keeping it simple, but with a slightly different focus. Whereas number six is about making the paper and format of your release look simple and co

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

Following aspects would a

nservative, this idem is about how it’s delivered. Again, place yourself in the shoes of the people that send out the vast majority of press releases hitting the desks of editors and program managers

dd to the challenges in developing combination products:

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

Most releases are sent by people that couldn’t dream of sending them all out with a dozen roses. Avoid singing delivery people, costumed couriers, or any other cheap gimmick (regardless of how muc

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

h you had to pay for it).

8. Establish A Trademark Within the parameters of keeping it all simple, try finding a way to earmark your press releases. Maybe instead of a simple headline, you might try

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

increasing the size a bit and doing it in bold, underlined Arial. If you’re consistent in your general appearance, it won’t be long before media people will be able to glance over at an incoming fax

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

and immediately know it’s coming from you. This along with a good reputation as a newshound will get you pulled out of the crowd and dropped on top of the list stack for immediate attention.

9. Reme

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

Professional from academic institutions, pharmaceutical industries, health care indust

ber It’s The Story, Not You It’s okay to sit in the background. Promote the news item they’re interested in. Your schooling, your goals and your family life mean nothing to them (unless you happen to

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

be the actual cause that’s being promoted). As long as your company includes its name somewhere, it won’t be forgotten.

10. Do Your Proof Reading Remember these are media people. Poor grammar or

.

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

spelling will make a strong negative impression. Be sure you check everything before sending it out.

There’s obviously a long list of don’t we haven’t included here. Lots of subtle variations on the

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

Companies that provide selfless information through particip

se themes and probably a handful we haven’t even hinted at. But if you can manage to make it past this list, you’re going to find yourself well on your way to writing a winning press release.

# #

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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Discuss advantages of a limited liability company or LLC with financial and tax advantages. Asset protection, real estate investments to form REIT, estate tax planning, assist with eliminating probate, charitable gift giving, 1040 tax flow through benefits, multistate operations and professional practice operations are some benefits and advantages of forming a limited liability company.

Following these essential boundaries will help entrepreneurial couples ease the transition to working together.

Todays businesses are experiencing a worrying lack leadership, not only to lead current businesses forward into growth and expansion but to mentor, support and encourage leadership with in the business for the future. Managers will continue to just manage if they do not have positive role models to learn from and aspire to be.

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