Advice You - Business

Non-news professionals often have a hard time understanding why their ENORMOUS news announcement, creates barely a ripple in the

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

media.

That's not to say a news release shouldn't be done about it. There are audiences besides the media - like employees, cu

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

Examples of combination products may in

stomers and trade allies - to whom news releases may be sent. But the media is interested in things that are different from the

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

norm. So, generally, bad news gets more play. Let's examine these six categories to help us better understand what the media wan

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

ts.

MONEY TALKS - In an age where cash is king, financial matters concerning your company can be big news. Mergers, acquisition

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

Combination pro

s, good or bad earnings reports, new technology that will save or make money, all are good copy. Coverage increases the more you

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

mention amounts and values.

TAKE THE GLOVES OFF - This category has a couple of dimensions. First, is in the arena of controve

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

rsy.

Whether it's DOS against LINUX, Cable TV against DISH, or Dial-Up against Broadband, the media loves an argument about whi

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

ch standard is better. If an argument is good, an all out war is better. Ford vs. GM, or Apple vs. IBM - those are the kinds of

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

battles that get an editor's attention. Don't be afraid to take sides.

GIVE ME A HUG - Editors even like a good love story. It

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

ould be a strategic alliance or an outright merger between two companies. No matter, the media are interested, particularly if t

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

Following aspects would a

here are questions about the cooperative effort's chance of success.

LEADING EDGE - The rarified air where technological histor

dd to the challenges in developing combination products:

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

y is made intrigues the media. Show them tangible evidence of how the technology will improve things in the here and now, and th

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

ey'll cover the story.

CARRY A BIG STICK - If your name is not GM, Microsoft, or IBM, don't worry. You can take advantage of a

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

big brand name. Leverage a new agreement, alliance or partnership between you and one of the big boys for your benefit.

CHANGES

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

- Established companies with proprietary methods like the status quo. Shake it up a little with a new system that changes the p

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

Professional from academic institutions, pharmaceutical industries, health care indust

aradigm and you have the beginnings of a story.

The best stories will include something from each category, and then they will

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

have major media staying power. Rarely does a release get covered if it centers on only one category.

For the business media, 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

ocus your efforts on MONEY TALKS and TAKE THE GLOVES OFF categories. Getting trade media coverage typically is a little easier.

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

Companies that provide selfless information through particip

Although the first two categories will ensure coverage, LEADING EDGE, CARRY A BIG STICK AND CHANGES are good enough for some ink

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.adviceyou.org.ua/article/34113/adviceyou-Are-You-Newsworthy.html">Are You Newsworthy?</a>

BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/34113/adviceyou-Are-You-Newsworthy.html]Are You Newsworthy?[/url]

It's long been held that trust goes a long way in building strong long term design relationships. Building all your hopes and dreams with one designer could leave you high and dry when they up their rates after you've committed to a job. So how do you go about finding a trustworthy graphic design company?

You can give away valuable FREE information to your prospects and clients? Truly, for FREE. You don't have to pay for it or pay anything to produce it. It's yours as long as you know where to get it.

I've recently updated the About section of my blog, focusing on turning it into my very own elevator speech. For those who are unaware what an elevator speech is, think of a 15-30 second elevator ride with a potential client or employer. What would you say in the limited time you have? The answer is your very own elevator speech.

Tags

Links

Advice You - Are You Newsworthy?

Related Articles: