Advice You - Business

As I plan for the coming year, one of my top goals is to actively seek publici

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

ty on a regular schedule. Publicity isn't guaranteed. You can send several pre

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

Examples of combination products may in

s releases and get few results. But one well-placed, well-timed release can re

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

sult in thousands of dollars in new business. It has happened for me, and it c

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

n happen for you, too. But do not expect that writing and distributing one pre

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

Combination pro

ss release will be enough.

Just as with any other kind of marketing, publicit

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

has to be done over and over again to continue getting results. I have also d

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

iscovered that sending press releases regularly can help establish your expert

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

reputation with the media, even if the releases aren't used in stories. When t

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

hey see your name come up, over and over again, in timely, well-written releas

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

s, they begin to think of you as an authority on your subject. And they will c

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

Following aspects would a

ntact you when they need you.

So, send releases to local media to announce yo

dd to the challenges in developing combination products:

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

ur workshops and speeches, and to television and radio stations to announce yo

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

r availability to comment on timely news stories. Send announcements, articles

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

and tips to print media such as newspapers and magazines. Do not send the sam

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

release over and over to the same media, but contact them with new and timely

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

Professional from academic institutions, pharmaceutical industries, health care indust

information.

You may have noticed that I used the word "timely" in several p

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

aces. Timeliness is important. If your story has a hook that relates to curren

.

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

t events, especially if it gives a new spin on an ongoing story, the media wil

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

Companies that provide selfless information through particip

be interested. Keep looking for timely tie-ins to get your story in the media

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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Advice You - Publicity: Repeat for Results

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