Advice You - Business

1. Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where,

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

when and why” in the lead of your press release. The remaining part of your press release should include supporting facts and exampl

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

Examples of combination products may in

es.

2. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publicatio

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

ns with slight editing or no alteration. But even if it’s not used word for word, journalists may use it as fodder for other stories

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

or to create their own story ideas. The more information and details you include, the less work the media has to do.

3. Think like t

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

Combination pro

e reader: Your press release should be able to keep the reader’s interest. Put yourself in the reader’s shoes. Would you want to read

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

your press release?

4. Make it relevant: Try to point out real examples to support the message you want to communicate. Show why yo

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

ur information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it.

5. Sup

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

port your story with real facts: Facts make your point stronger and tell the journalist you’ve already done much of the research for

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

them. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons. And never make anything up. If con

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

ent seems too good to be true, tone it down or you could hurt your credibility.

6. Include company information: The press release sh

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

Following aspects would a

ould conclude with a short description of your company, including where your company is based, what products and service it provides

dd to the challenges in developing combination products:

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

and a brief history If you are creating a press release for more than one company, provide information for all the companies at the

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

end of the release. Also include contact information, both phone number and e-mail, for each company’s spokesperson.

7. Be concise:

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

Avoid using superfluous adjectives, extravagant language, or unnecessary clich?s. Get to the point and tell your story as directly as

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

possible.

8. Get permission: Companies can be defensive about their name and image. Get written permission before including informa

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

Professional from academic institutions, pharmaceutical industries, health care indust

ion or quotes from officials or associates of other companies/organizations.

9. Avoid exclamation points: The use of exclamation poi

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

nts may hurt your credibility by creating unnecessary hype. However, if you have to use an exclamation point, use only one! Not sever

.

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

al!!!

10. Avoid industry jargon: The harder your press release is to understand for journalists and laymen, the less likely it is to

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

Companies that provide selfless information through particip

be picked up. A limited use of industry terminology is ok, if you’re trying to optimize the news release for internet search engines

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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