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Advice You - Media Training: When Reporters Bully You
UNDER FIRE
A friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let’s call her Susan, is on the leadership team for a lobbying group t
A friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let’s call her Susan, is on the leadership team for a lobbying group t
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
hat represents a somewhat unpopular industry.
Susan was interviewed a few months ago by Dateline NBC Correspondent Lea Thompson about a topic that could make her organization look bad. She kne
Susan was interviewed a few months ago by Dateline NBC Correspondent Lea Thompson about a topic that could make her organization look bad. She kne
; 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
she’d have to answer tough questions.
Nervous about saying something embarrassing about her organization, Susan carefully prepared for the interview. She developed her main messages, thought
Nervous about saying something embarrassing about her organization, Susan carefully prepared for the interview. She developed her main messages, thought
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 the worst questions she could possibly face and practiced her responses.
When the interview began, Susan stayed on message. Thompson tried to throw her off, but Susan wouldn’t budge. Thom
When the interview began, Susan stayed on message. Thompson tried to throw her off, but Susan wouldn’t budge. Thom
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
son pushed and prodded, trying to get Susan to say something – anything – more controversial. She wouldn’t.
That’s when Ms. Thompson employed the old journalistic trick of trying to intimidate
That’s when Ms. Thompson employed the old journalistic trick of trying to intimidate
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
her subject. In middle of the interview, Ms. Thompson asked the cameraman to stop recording, scolded Susan for not answering her questions, and asked for a five minute break.
And my sources t
And my sources t
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
ll me that this is not the first time Ms. Thompson has used this tactic – she’s used it before with at least one other interviewee from a different organization.
An inexperienced spokesperson
An inexperienced spokesperson
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
ould have been flustered. He or she would have returned from the break with something different to say. Not Susan. She knew that Dateline NBC was simply a conduit to a larger audience and that
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
he had full control of her own words.
It worked. When the interview aired, Susan’s quotes were right on message. By sticking to her messages and consistently repeating her most important point
It worked. When the interview aired, Susan’s quotes were right on message. By sticking to her messages and consistently repeating her most important point
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
s, she ensured that Dateline’s millions of viewers heard the most important things she had to say.
WHY CAN’T I BE MORE…REAL?
The trainees I work with often wonder if they wouldn’t have more c
WHY CAN’T I BE MORE…REAL?
The trainees I work with often wonder if they wouldn’t have more c
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
edibility if they acknowledged a few of their own weaknesses during an interview, instead of being perfectly on message. Doing so is occasionally appropriate, but here’s why it’s dangerous:
1.
1.
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
The answer you give which points out your own shortcomings will be the one that is used. Your other answers – including your positive points – will be edited out.
2. It is not your job to be y
2. It is not your job to be y
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
ur own critic – that is the job of the reporter and your opponents quoted in the piece. In order for a truly “balanced” piece, you have to be positive toward yourself – your opponents will happ
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
ily point out your imperfections for you.
BUT BE CAREFUL
I’d like to raise three cautions with this approach. First, frustrated reporters will occasionally edit together clips of the guest re
BUT BE CAREFUL
I’d like to raise three cautions with this approach. First, frustrated reporters will occasionally edit together clips of the guest re
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
eating the same answer over and over again and will air it to show the guest’s evasiveness. It’s a technique that can severely damage a guest’s credibility, but is easy to circumvent – if you d
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
velop multiple ways of saying the same thing and support your messages with specific examples.
Second, this approach works well if you’re defending an ideology or point of view you truly belie
Second, this approach works well if you’re defending an ideology or point of view you truly belie
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
e in. But if you or your organization did something wrong, it’s not good enough. You’ll need to admit your faults, apologize, and articulate your action plan to make it better.
And third, this
And third, this
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
approach worked because the interview was taped, not live. If the program was live, the audience would have quickly tired of Susan’s antics. But since she knew that Dateline NBC tends to use s
.
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
ort sound bites instead of longer interviews, she was confident the audience would never see her repetitive messaging technique.
THE END GAME
In the end, both women performed their jobs admir
THE END GAME
In the end, both women performed their jobs admir
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
bly. Ms. Thompson led a tough journalistic investigation, exposing an industry that probably deserved the scrutiny. And, as for Susan? She represented her organization’s point of view perfectly
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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