Advice You - Business

If you don't have a grip on public relations, how your most important outside audiences behave really CAN eat you alive.

But that needn't happen, and for a simple reason: peopl

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

e like those who make up your key target audiences, act on their perception of the facts (like everybody else) which leads to predictable behavior, good or bad, about which

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

Examples of combination products may in

omething can be done.

The way to address target audience perceptions is to regularly monitor how members perceive your organization, especially any existing misconceptions

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

or brewing problem areas. This is the monitoring phase.

Now, you isolate what is causing the perceptions you've uncovered, and the probable "fix" you will apply. Then you d

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

cide upon a realistic amount of behavior change you can achieve in an equally realistic time frame. You've just established your public relations goal.

Here, your public rela

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

Combination pro

ions advisor moves into action by selecting one of three strategies available, to reach that goal: create a perception if none exists, change an existing perception, or rein

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

force it.

Then you prepare the persuasive messages you need to change perceptions among your key target audience. They should also address indirectly those problems or misc

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

nceptions that cropped up during your information gathering. The messages must also clearly identify what is really at issue, and be perceived as credible.

Now that you've do

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

e some information gathering while interacting with that key target public, you've set your public relations goal, strategy and prepared persuasive messages. How will you ge

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

t those messages to the eyes and ears that need to hear and read them?

That's what communications tactics are for - the "beasts of burden" that deliver your carefully prepare

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

, persuasive messages to your #1 external audience.

And there are scores of them including face-to-face meetings with adversaries, newspaper and radio interviews, op-ed pl

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

Following aspects would a

cements, speeches, press releases, community meetings and many, many more.

From this point forward you're really in monitoring mode. You must interact again with members of t

dd to the challenges in developing combination products:

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

hat key, target audience, and keep an eye on print and broadcast media for references to your messages or viewpoints.

Because such indicators will reflect how local feelings

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

bout your organization are changing, you'll then have a chance, if needed, to adjust both the communications tactics and message content.

As time passes, you'll begin to no

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

ice increased awareness of your business and its role in the marketplace; a growing receptiveness to your messages by customers and others; increased public perception of th

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

e role your organization plays in its industry and in the community, as well as increasing numbers of prospects. At the same time, you'll look for indications that any misco

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

Professional from academic institutions, pharmaceutical industries, health care indust

ceptions, or other problems you discovered, have been resolved.

Of course, how much progress you achieve will depend heavily upon your continued personal involvement in the a

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

tivity, and the amount of effort you invest.

The good news is that when behaviors among those groups of people important to your organization are actually modified, the pub

.

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

lic relations effort is a success, and nobody gets eaten alive.

In public relations, there are no more happier, happy endings.

Please feel free to publish this article and resou

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

Companies that provide selfless information through particip

ce box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 200

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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