Advice You - Business

As public relations is an inexact science, it is difficult to document results. However, it is common

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

ly known that editorial information has, by far, more credibility and impact than paid-for ads. Print

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

Examples of combination products may in

d matter in a periodical implies that the periodical endorses the issue being referred to in the arti

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

le.

A public relations program consists of four components:

1) A Press Kit - A kit m

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

st be supplied to the media

a. Biography of the company, including objectives<

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

Combination pro

r> b. Biographies of key people, including pictures
c. Produc

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

/Service information
d. Copies of any articles, projects previously done. Call

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

the local editors and hand-deliver the information. You want them to identify a face to a name, both

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

our personal name and that of your company.

2) Editorial Information - Supply a

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

l existing information from which the editor may choose portions to print to inform his/her readers.

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

ny insights or perspectives or new information is both usable and useful.

3) Press Releases -

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

Following aspects would a

Include all information which will inform the public about new products, new lines taken on at a late

dd to the challenges in developing combination products:

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

date, personnel changes, expansion or other news.

4) Product Release - Provide photos with

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

escriptions (not prices!) of particular products and their applications and benefits. Follow-up phone

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

calls should be made, to "confirm" that the material was received. Also, as best as possible, "get to

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

know the cook." You are more likely to be contacted for a round-up article or specialty piece (as an

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

Professional from academic institutions, pharmaceutical industries, health care indust

xpert) if you are known and have been cooperative in the past.

Don't: exaggerate, abuse the situatio

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

, offer to run ads if editorial is placed, or badmouth the competition. Since over 40% of most period

.

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

cals' copy comes from unsolicited sources, your contributions are usually welcome.

Make up a press k

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

Companies that provide selfless information through particip

t. Develop newsworthy articles to offer. Do not abuse the situation. Set up a meeting with the "cook.

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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