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Advice You - Go Back To Basics To Get Your Story Into The Media
IN an era of increasingly complex communications – blogs, satellite, digital, podcasts – business people could be excused for wondering how it’s best to achieve coverage in the media.
The methodologies may ha
The methodologies may ha
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
ve become more multifaceted, but facts - the news - will always prevail. So the most cost-effective way is still to submit a newsworthy story about your business and let the technology look after itself.
Whi
Whi
; 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
le ‘cold’ calls to journalists are in no way out of place, as often as not they welcome receiving information in writing. So send a concise press release by email, fax or post.
The story
Your story s
The story
Your story s
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hould be written in journalistic style, be free of jargon, and possess as strong a news angle as it can. Write it in as detached a way as possible in the third person, restricting “I” and “we” to the quotes.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
Put a headline at the top. Keep it simple, and make sure these few words invite the journalist to read on.
The opening paragraphs should explain, in summary, what your story is all about. Get to the point
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
quickly. Then you can go into a little more detail. Give crisp quotes from the person who is most important to the story. The quotes should offer an opinion, not just repeat facts.
Overall, remember to ans
Overall, remember to ans
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
wer the key questions: who, what, when, where, how and why?
Keep to the point, and write in short sentences. One paragraph sentences are a good idea. And avoid the use of exclamation marks – they’re much ov
Keep to the point, and write in short sentences. One paragraph sentences are a good idea. And avoid the use of exclamation marks – they’re much ov
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
rused.
At the end of your story – and this is vital – write your name and contact details ‘for further information’ so that journalists can reach you easily.
Sometimes, it’s worthwhile writing two or more ve
At the end of your story – and this is vital – write your name and contact details ‘for further information’ so that journalists can reach you easily.
Sometimes, it’s worthwhile writing two or more ve
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rsions of the same story. The news angle that will interest a magazine that specialises in your trade won’t necessarily appeal to your local newspaper.
Where possible, your news should be humanised or person
Where possible, your news should be humanised or person
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
alised, especially for the general media. That’s because, whether your story is about a product, an event or whatever else you wish to promote, readers of newspapers and magazines and listeners to radio and T
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
V programmes like to read and hear about people.
Media
Be realistic and target your ‘core’ media. These are the ones with which you will have the best chances of success. Don’t waste time and effort
Media
Be realistic and target your ‘core’ media. These are the ones with which you will have the best chances of success. Don’t waste time and effort
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
trying to get covered by a national TV station if interest in your story will be limited to the local newspaper.
Timing
There isn’t always a right time to send your story to your chosen media, but do
Timing
There isn’t always a right time to send your story to your chosen media, but do
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
n’t, for example, send it to your local weekly newspaper – aimed at inclusion that week – on the morning that they go to press.
There are numerous ‘tricks of the trade’. Just two examples:
*Newspapers are o
There are numerous ‘tricks of the trade’. Just two examples:
*Newspapers are o
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
ften thirsty for news the day after Bank Holidays;
*Local radio love material that they can prepare in advance for broadcast at weekends.
Distribution
Email is, naturally, the quickest and cheapest f
*Local radio love material that they can prepare in advance for broadcast at weekends.
Distribution
Email is, naturally, the quickest and cheapest f
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
rm of distribution. That is its strength and its weakness. Many media email addresses are understandably inundated. Your story will need to stand out from the crowd.
So, it can be advantageous to send a co
So, it can be advantageous to send a co
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
py of a story by fax as well. It’s interesting, even in this era of online communications, how often the fax copy of a news release is the one that is picked up.
The post shouldn’t be discounted – yes, it’s
The post shouldn’t be discounted – yes, it’s
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
more expensive, but on occasion well worthwhile.
Contacting journalists
By all means, lift the phone. But bear in mind that journalists – like everyone else – are very busy. They don’t want to hear
Contacting journalists
By all means, lift the phone. But bear in mind that journalists – like everyone else – are very busy. They don’t want to hear
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
your life story – and they certainly don’t want to be called if all you are doing is checking if they have received your email or fax.
Again, take care with timing. Evening newspaper journalists, by the natu
Again, take care with timing. Evening newspaper journalists, by the natu
.
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
re of their deadlines, are apt to be busier in the mornings. And don’t call a radio station journalist at the top of the hour – they may well be preparing a story for – or even reading! – the news bulletin.
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
Chances of success
There are no guarantees of media coverage, of course. However, by pro-actively generating your own news, you will considerably enhance your chances of achieving coverage.
Good luck
There are no guarantees of media coverage, of course. However, by pro-actively generating your own news, you will considerably enhance your chances of achieving coverage.
Good luck
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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