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Advice You - Is PR Right for You? 6 Questions to Ask
When most people think about marketing, they think advertising. While advertising is a part of marketing, marketing is much bigger than advertising. There are lots of different marketing methods floating around out there, and the challenge as a business owner is figuring ou
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
t when it's appropriate to use each one and the best way to use it.
Public relations, or PR, is the art of getting someone else to write or talk about you or your business. Preferably in a favorable manner. Traditionally, "someone else" was the media. In this day and age h
Public relations, or PR, is the art of getting someone else to write or talk about you or your business. Preferably in a favorable manner. Traditionally, "someone else" was the media. In this day and age h
; 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
wever, someone else can also be a blogger, a freelance writer, an e-zine publisher or even an owner of a big Web site. For purposes of this article, I'm using the word "media" to refer to all of those folks.
PR is also being able to get yourself on a big talk show to talk
PR is also being able to get yourself on a big talk show to talk
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
bout yourself or your business, or writing your own article that's published in a desired outlet. (Not your own newsletter or Web site.)
PR is one of my favorite marketing methods, but it can also be one of the more frustrating ones. Even when you do everything right, you
PR is one of my favorite marketing methods, but it can also be one of the more frustrating ones. Even when you do everything right, you
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
till might not get the publicity you want. Or for that matter, ANY publicity at all. When a PR campaign doesn't work, you can find yourself wanting to pull out all your hair in frustration.
Even with that in mind, I do believe most if not all businesses can benefit from so
Even with that in mind, I do believe most if not all businesses can benefit from so
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e type of PR campaign. But before you launch into something that could end with you becoming hairless (and investing in a sizeable hat collection) ask yourself the following questions.
1. Do I need to see results right away? If you do, better pull out your wallet and pay f
1. Do I need to see results right away? If you do, better pull out your wallet and pay f
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
r some advertising. PR takes time. And it's not guaranteed. You might not see your article for weeks, months or ever, and there isn't a darn thing you can do about it. If it's immediate gratification you want, don't look for it in a public relations campaign.
2. Do I have
2. Do I have
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
he time to consistently devote to a public relations campaign? We're back to the time issue. PR not only takes time to see results, but you also have to take time to make it happen. Either you have to do it or you have to pay someone else to do it. If you do it yourself, yo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
'll have the potential of garnering the equivalent of thousands of dollars of advertising for little or no money. But it will cost you some time. If you pay someone else, you'll save time (which is a good thing, I'm a big believer in outsourcing) but it can get expensive. W
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
rse yet, you STILL might not get any coverage for your money.
3. Do I have enough perseverance to run a PR campaign? PR is about follow-up. It's about sending story idea after story idea to the same reporter before one finally connects (and maybe it's the tenth one). It's
3. Do I have enough perseverance to run a PR campaign? PR is about follow-up. It's about sending story idea after story idea to the same reporter before one finally connects (and maybe it's the tenth one). It's
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
bout sending a little note or letter to the same editor for as long as several years before you get a bite. It's about reminding your contacts you're out there until one day they realize they need you.
If you're willing to court the media, develop relationships and do what
If you're willing to court the media, develop relationships and do what
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
ever you can to make their lives easier, the rewards can be huge.
4. Do I have newsworthy events happening at my business? (Newsworthy is something media personnel feel would interest their readers.) Or, if I don't, can I create them?
I'm not talking about making things u
4. Do I have newsworthy events happening at my business? (Newsworthy is something media personnel feel would interest their readers.) Or, if I don't, can I create them?
I'm not talking about making things u
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
here. But there are things you can be doing to make your business more newsworthy. For example, you can do a survey and publish the results. You can tie a feature of your product or service to something that's currently happening in the news. You can hold an event. You can
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
research a newly published study that relates to your product or service. There are countless ways you can transform aspects of your business into newsworthy story items -- the creativity exercise below can help you come up with your ideas.
5. Do I want to build my credibi
5. Do I want to build my credibi
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
ity? Develop my status as an expert? Then get that PR campaign off the ground. Nothing builds your credibility or expert status faster than having other people say you know what you're talking about.
6. Do I want to augment my other marketing efforts? Public relations defi
6. Do I want to augment my other marketing efforts? Public relations defi
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
itely plays nicely with the other marketing methods. You can be building your long-term expert campaign with PR and building short-term customers with advertising. Or you can turn your community relations strategies into PR campaigns. It's a great way to get the most bang o
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
t of your marketing time and dollar.
Creativity Exercise -- How can you use PR in your business?
Grab some sheets of paper and pen (I like the fun gel pens myself) and get ready for some brainstorming.
Start by listing everything you do or sell. Then write out all the fe
Creativity Exercise -- How can you use PR in your business?
Grab some sheets of paper and pen (I like the fun gel pens myself) and get ready for some brainstorming.
Start by listing everything you do or sell. Then write out all the fe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
tures or descriptions of your products or services. For instance, if you have a book, what is your book about? What does it offer people?
Now see if you can turn those features into something newsworthy. Is there a time of year when people are interested in your services?
Now see if you can turn those features into something newsworthy. Is there a time of year when people are interested in your services?
.
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
Accounting and tax season). Are there any studies you can dig up? Is there something in the news that ties into your product? Can you turn an aspect of your business into a human interest story? (Something like fitness tips for busy people or parenting tips for single paren
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
s, etc.) Write everything down that comes into your head, even if it's silly. See if you can come up with 50 story ideas.
Now look at what you wrote. Can you find a few in there that you think would interest the media? Congratulations -- you just came up with a PR campaign
Now look at what you wrote. Can you find a few in there that you think would interest the media? Congratulations -- you just came up with a PR campaign
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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