Advice You - Business

It’s not unusual for clients of service providers to insist that their budget dollars be quickly applied to a variety of flashy tactics. Yet, when pressed, many acknowledge that what they REALLY want

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

for their money is visible, end-game change.

This is especially true in public relations where clients often second-guess careful plans for achieving that end-game change by insisting on premature use

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

Examples of combination products may in

of tactics like news releases, talk-show appearances and sports sponsorships.

But obviously, flashy tactics alone will not satisfy those clients once they start looking for a return on their public r

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

elations investment. Because it is then that it becomes clear, sometimes painfully, that their goal MUST be the kind of change in the behaviors of key stakeholders that lead directly to achieving thei

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

r business objectives. Thus, it is quality planning, and the degree of behavioral change it produces, that eventually captures client attention, not tactics.

These days, with public relations budgets

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

Combination pro

always in mortal danger, tactical chats between a client CEO and public relations counsel probably sound like this: “Do something about those activists chaining themselves to our plant gate and yel

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

ling that our emissions go into the river. It’s costing us big money each day that plant is shut down.”

Or, “How are we going to calm down those Garden Club members down in the lobby waving around thos

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

e cockamamie newspaper reports and talking to the TV cameras about the additives we use? Where’d that reporter get those numbers, anyway? It’s costing us sales!”

Or, “Please people, what are you doin

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

g to encourage a favorable Town Council vote on our petition for that new highway off-ramp?”

What’s common to each of those rants? The CEO is asking his public relations people to modify somebody’s b

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

ehavior. He doesn’t want to talk tactics, or even strategies. He wants those activists off his property, he wants those print and broadcast reporters to do a fairer job of reporting on his productio

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

n methods (hopefully getting the Garden Clubbers off his back), and he wants a real effort made to move public opinion in a way that encourages local officials to approve that badly needed vehicle ram

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

Following aspects would a

p.

Modify somebody’s behavior, that’s his goal, and that’s the job of the public relations agency and its client’s corporate professionals. Fortunately, the key to a successful effort is the fact tha

dd to the challenges in developing combination products:

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

t people really DO act on their perception of the facts. In so doing, and in a cumulative way, they form the very public opinion that those practitioners must now inform.

So, what is their strategy

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

? In short, to reach those perceptions with the facts as they know them. Hopefully, the messages they use will be clear and persuasive, and will change negative or inaccurate perceptions, then alter

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

behaviors in the client company’s direction.

Using the three examples above, when the activists become satisfied with explanations of the company’s new, public commitment to correct their emission

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

problems, the protesters can be expected to leave the plant gates.

Editorial board meetings with local newspapers and television stations will begin to bear fruit with more balanced reportage of the

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

Professional from academic institutions, pharmaceutical industries, health care indust

company’s efforts to meet emission standards which, in turn, will reduce negative public opinion.

And, while the agency’s briefing sessions with town council staff will do little to hasten a formal

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

vote, a targeted communications effort is likely to lead to a community opinion poll showing positive movement in public, then official sentiment about the new highway off-ramp.

In the end, a sound p

.

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

ublic relations strategy combined with effective tactics leads directly to the bottom line – perceptions altered; behaviors modified; client satisfied.

Please feel free to publish this article and reso

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

Companies that provide selfless information through particip

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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The job search process has changed in the past 20 years. Although technical evolution has eased the access to job offers through Internet, the competition has become fiercely as more and more job seekers have good degrees and high abilities. The reality is that having a university degrees gives you no guarantee of getting a job easily as it used to be a few decades ago.

Communication failures are common in industry and government. In many cases the poor communication stems from a lack of knowledge by managers, supervisors and team leaders in how communication works in the human brain. A result of this poor understanding is lower levels of productivity than is otherwise possible.

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