Advice You - Business

Yes, and that pressure often comes from a CEO who knows what a public relations investment SHOULD produce.

And do public relations folks fear such pressure? Not those who've got the answers!

For e

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

xample, "we're spending your public relations investment in the most effective way - insuring that our most important external audiences perceive us accurately, understand what we do, and end up

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

Examples of combination products may in

taking those actions we desire.

"We're operating from a solid foundation," Mr/Ms Chairman, or Executive Director. Namely, people will act on their own perception of the facts before them. And thos

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

e perceptions will lead to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those fol

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

ks whose behaviors affect your business, the public relations effort is a success.

So, what actions flow from that underlying premise?

First, we run a kind of G-2 operation by interacting with ou

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

Combination pro

most important external audiences - customers, members, prospects, technical specifiers and employees, among others. Here, we ask questions and gather information.

We need to know how they perce

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

ive our operation and our management. We listen carefully to what they say about us, especially our products or services. At the same time, we track print and broadcast media and other feedback s

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

ources.

We believe it's important to watch for developing misconceptions and inaccuracies. Particularly potential problem areas that may need corrective action. Problems like suggestions of tech

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

nical difficulties with our products, personnel questions, perceptions of obsolescence, or trouble-making competitive rumors.

Once we've identified perceptions that need correcting, the question

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

is, what is our strategy for getting it done? Here, we must ask ourselves whether we need to create a certain perception where none exists, change an existing perception, or merely reinforce it.

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

This is really important because the answer obviously will affect the persuasive messages we're about to prepare to correct the misperceptions.

So we carefully put together what we hope will be r

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

Following aspects would a

eally compelling messages. Then, we aim them at those key target audiences we discovered are harboring misconceptions that, left unattended, will certainly result in behaviors we don't like. Ou

dd to the challenges in developing combination products:

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

r objective will be to move that opinion in our direction.

Now, not surprisingly, we must select communications tactics, known in some quarters as "beasts of burden," that are carefully structured

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

to carry those persuasive messages directly to the attention of members of that key target audience.

Communications tactics range from one-on-one meetings, newspaper and radio interviews and pres

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

s releases to open houses, speeches, brochures, newsletters and promotional events. There are literally scores of such tactics available to you.

Finally, we must gauge the impact of our communicat

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

ons activity by continuing to meet with members of that key target audience, and by monitoring our other feedback sources. We will watch and listen for signs of developing awareness of you, you

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

Professional from academic institutions, pharmaceutical industries, health care indust

r operation and how it functions. But especially for indications that any misconceptions, or other problems we discovered, have been resolved.

"Mr/Ms Chairman, at the end of the day, I believe you

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

want us to use our expertise in a way that helps you achieve your business objectives."

Thus, regardless of what strategic plan we create to solve a problem, regardless of what tactical program

.

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

we put in place, when all is said and done, we must modify somebody's behavior if we are to earn our keep.

And that is our certain path to public relations success.

Please feel free to publish t

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

Companies that provide selfless information through particip

his article and resource 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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