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Advice You - Five Great News Stories You're Sitting On Right Now
Smaller companies don’t always have the budget - or inclination - to retain a PR
hotshot to tell the world about their business success, but that doesn’t mean they
aren’t a ready source of news.
The problem is it’s often dull news which is ignored by all except the industry press and
The problem is it’s often dull news which is ignored by all except the industry press and
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
quite rightly so in most cases. If you land a contract, you issue a press release.
If you take on a new senior sales rep, you issue a press release. Attending an
exhibition? Press release, natch. These are simply announcements that you are
doing what you do, that it’s business as usual
; 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
.
With a little lateral thinking, however, you could be issuing press releases throughout the year which present topics and subjects that’ll have editors from all disciplines chasing you for the full story. Below I’ve presented just five brainstormers to get the creative juices flowin
With a little lateral thinking, however, you could be issuing press releases throughout the year which present topics and subjects that’ll have editors from all disciplines chasing you for the full story. Below I’ve presented just five brainstormers to get the creative juices flowin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
.
• Your Survey Says...
Even though I know nothing about your company, the odds are that you have the time and resources to carry out a survey which could get you some coverage if it’s implemented and reported properly.
Concentrate on your niche, whether that’s your industry or expert
• Your Survey Says...
Even though I know nothing about your company, the odds are that you have the time and resources to carry out a survey which could get you some coverage if it’s implemented and reported properly.
Concentrate on your niche, whether that’s your industry or expert
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ise. Keep it
relatively simple, but ensure the final results have the potential to grab headlines.
For example, if you’re a butcher, you could ask 100 people if they would give up
bacon if their partner issued an ultimatum. ‘4 Out of 10 Choose Bacon Over
Marriage’ is going to get an
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
editor’s attention!
But be honest about your methodology. If you’ve simply polled a handful of your colleagues, don’t try to pass it off as a six-month research project.
Some journalists won’t touch a survey story with a barge poll unless it’s been carried out with the kind of planning
But be honest about your methodology. If you’ve simply polled a handful of your colleagues, don’t try to pass it off as a six-month research project.
Some journalists won’t touch a survey story with a barge poll unless it’s been carried out with the kind of planning
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
that goes into a Nasa shuttle launch, but
others might find it useful, particularly if it’s a fun subject and doesn’t take itself
too seriously.
• Your Opinion Counts
Surf the major news sites - try Google News for starters:
http://news.google.com/nwshp?hl=en&gl=us
Ask yourself what
• Your Opinion Counts
Surf the major news sites - try Google News for starters:
http://news.google.com/nwshp?hl=en&gl=us
Ask yourself what
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
you or your boss would have to say about the main news stories
of the day. Or perhaps a current event impacts directly on your industry. Pretty soon
you’re going to have a story to tell.
A property solicitor in Scotland did this and the resulting story is great - here’s the intro:
“S
A property solicitor in Scotland did this and the resulting story is great - here’s the intro:
“S
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
cottish property solicitor criticises Gordon Brown's tax U-turn.
A leading Scottish property solicitor has criticised Chancellor of the Exchequer Gordon Brown’s decision to abolish without notice the exemption for deprived areas from Stamp Duty Land Tax (SDLT), saying that the measure w
A leading Scottish property solicitor has criticised Chancellor of the Exchequer Gordon Brown’s decision to abolish without notice the exemption for deprived areas from Stamp Duty Land Tax (SDLT), saying that the measure 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
uld have an adverse
impact upon the commercial property market in Scotland.”
Full story: http://www.clickpress.com/releases/Detailed/542005cp.shtml
• Your Opinion Counts 2 - Straight to the Editor’s Desk
While serving as editor of business magazines in the past, there have been times
Full story: http://www.clickpress.com/releases/Detailed/542005cp.shtml
• Your Opinion Counts 2 - Straight to the Editor’s Desk
While serving as editor of business magazines in the past, there have been times
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
when PR companies have contacted me following publication with some kind of
gripe regarding coverage of their company or client.
Disgruntled PR people are often being beaten hard with large sticks by CEOs and senior management who just don’t ‘get media’, so their persistence is somewhat
Disgruntled PR people are often being beaten hard with large sticks by CEOs and senior management who just don’t ‘get media’, so their persistence is somewhat
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
understandable.
But 9.98 times out of 10 the PR exec is simply not going to get what they want - some kind of full-page, front-cover apology and glowing testimonial signed by the publisher himself printed with a photo of the editor’s public execution.
Every time I let them down I di
But 9.98 times out of 10 the PR exec is simply not going to get what they want - some kind of full-page, front-cover apology and glowing testimonial signed by the publisher himself printed with a photo of the editor’s public execution.
Every time I let them down I di
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
say: “Write in - we’re always keen to receive letters
to the editor.” I’d guess one in 20 actually went ahead and did so, but you know
what? If every one of them wrote in I would almost certainly have printed them all.
Good editors embrace transparency - if you disagree with them or t
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
heir reporters
they’re likely to print your letter.
• Happy Birthday
At the very most you’re 364 days away from some company milestone and if you put your mind to it you may find a few anniversaries just around the corner.
Don’t limit yourself to the xx years since the company was lau
• Happy Birthday
At the very most you’re 364 days away from some company milestone and if you put your mind to it you may find a few anniversaries just around the corner.
Don’t limit yourself to the xx years since the company was lau
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
nched, how about the
anniversary of the company’s first profit, a look back at the day the company took
on its 10th employee, or the date a key contract was secured.
Then tell the tale of how your company has developed since this date. Be sure to include some drama, the good times and
Then tell the tale of how your company has developed since this date. Be sure to include some drama, the good times and
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
the bad, and plenty of meaty quotes from
the most senior talking heads.
• Make a Date
Hunt for an angle based on some future date that is covered in one way or another by local and national press.
Browse some of these major online almanacs for inspiration:
http://www.infoplease.com/d
• Make a Date
Hunt for an angle based on some future date that is covered in one way or another by local and national press.
Browse some of these major online almanacs for inspiration:
http://www.infoplease.com/d
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
ayinhistory/
http://www.scopesys.com/anyday/
http://www.nytimes.com/learning/general/onthisday/archive.html
What you’re doing here is following the Happy Birthday strategy, but looking for external hooks on which to hang your news release.
Local newspapers in particular like to
http://www.scopesys.com/anyday/
http://www.nytimes.com/learning/general/onthisday/archive.html
What you’re doing here is following the Happy Birthday strategy, but looking for external hooks on which to hang your news release.
Local newspapers in particular like to
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
keep an eye on the calendar, so if you can
provide your neighbourhood newspaper with a story, photo opportunity or news
release and photo package related to a particular event, celebration or holiday, you
could get some great quality local coverage.
• Only Five?
Trawl the internet f
• Only Five?
Trawl the internet f
.
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
r reasons to write a press release and you’ll come up with
dozens of lists. Some of them provide 30 plus reasons to issue a release, but the
vast majority of them require you to have “done something”. They are reactive
reasons, rather than proactive.
The reasons given above can be put
The reasons given above can be put
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
into action today - you don’t have to wait to
secure a new contract or make a high-level appointment to get ink.
You might not have known you were sitting on those news stories, but there’s no time like the present to tip off the press that you have them.
Copyright © 2005 George Hopki
You might not have known you were sitting on those news stories, but there’s no time like the present to tip off the press that you have them.
Copyright © 2005 George Hopki
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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