Advice You - Business

Everything, that is, if you ignore those folks whose behaviors have the greatest effect on your business.

What those people see and believe about your enterprise, pretty well determines

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

what their follow-on behaviors will be - for example, do business with you, or move on to someone else.

Is that what you want? Of course not. So let's do something about it.

While I r

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

Examples of combination products may in

ecognize that there are other factors bearing on the success of your business, this one is simply too important, and its impact too severe and too immediate, to ignore.

You get this air

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

plane off the ground by listing your top outside audiences who, when they like you OR ignore you, you feel it.

In other words, they are groups of people important to you whom we refer t

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

as target audiences or target publics. The one MOST important to you, we call your key target audience. And that's why you must list them in priority order so you know where you reall

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

Combination pro

y need to direct your resources.

How do you determine who thinks what about you? Sounds like work, but you must continually monitor that key target audience (and probably others). Are y

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

ou bothered by what they tell you? Is there a perception problem? If there is, we know it usually turns into a behavior problem, so something must be done about it now, at the percepti

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

on stage.

What you've just done is establish your public relations goal - a specific behavior flowing from an equally specific perception, which we'll work on creating starting right no

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

.

Now that you've got a public relations goal, you need a public relations strategy. Lucky for you (and for all of us), there are only three possible strategies. Create opinion among th

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

at target audience where there may be none, change existing opinion, or reinforce it. We've picked "create" so let's proceed.

With your goal and strategy in hand, you begin thinking

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

"messages." And I mean persuasive messages carefully designed to deal with that perception problem you discovered when you interacted with your key target audience. Keep your message

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

Following aspects would a

focused on correcting that perception problem, and keep it believable and credible. Try it out on a few colleagues to see it if really is persuasive.

Now you need a few "beasts of burde

dd to the challenges in developing combination products:

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

," communications tactics whose job it is to carry those persuasive messages directly to the attention of the folks who make up that key target audience of yours.

And there are tons o

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

f them from trade show appearances, awards programs and news releases to speeches, brochures, radio interviews and face-to-face meetings.

Well, here we are again at the monitoring stage

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

. At the start of the program, you monitored the feelings and perceptions of your key target audience so that you could identify the problem and set your public relations goal and stra

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

tegy.

Now, you monitor all over again to see what kind of progress you made. Specifically, you want to know how many individuals received the message, through what tactics, and how ma

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

Professional from academic institutions, pharmaceutical industries, health care indust

y are aware of your messages' actual content. Also gives you a chance to make mid-course corrections by adjusting both message content and your mix of communications tactics.

Keep the

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

faith! As time goes by, you'll begin noticing signs of awareness of your business, and a growing receptiveness to what you have to say. The bottom line, of course, will be welcome ind

.

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

ications that the behaviors you have sought to modify in your direction are, in fact, doing just that.

In public relations, that spells success!

Please feel free to publish this article

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

Companies that provide selfless information through particip

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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