Advice You - Business

I say public relations can be a matter of survival for your organization.

So, to me, making your business a success is a lot over which to raise

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

much ado!

Especially when the very people who hold your future in their hands - your key, target audiences - may harbor negative perceptions like

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

Examples of combination products may in

ly to hurt you by turning into negative behaviors.

Needn't happen.

In the first place, you should already be monitoring those potentially damagi

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

ng perceptions by regularly interacting with those important publics. Why let them stew until they boil over?

By letting that kind of personal op

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

inion monitoring identify what's on the minds of those important people, you can decide on a specific behavior you wish to see come about, one th

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

Combination pro

at flows from a specific perception.

Progress!! You've just set your public relations goal - create a specific behavior from an equally specific pe

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

rception.

Let's try it out! To do so, you need a strategy to implement that goal. Fortunately, we have just three strategies from which to choose

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

: create opinion (perceptions) if none already exist, change existing opinion, or reinforce it.

Let's decide to "create opinion." First step: we ne

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

ed to prepare a persuasive message. It will be designed to create awareness of your products and services among your key, target audience. Or it

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

might explain your position on a con- tentious issue with which some members of your target audience disagree.

Now make sure the message is focus

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

ed on their perceptions; that it carefully explains the facts as you see them; and that the message is believable. Read it to a colleague to check

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

Following aspects would a

that it meets these persuasion tests.

Now, how do you get this persuasive message over which you have worked so hard, into the consciousness of

dd to the challenges in developing combination products:

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

those folks who make up your key, target audience?

You use our tried and tested "beasts of burden," communications tactics designed to carry mess

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

ages to the right ears and eyeballs. Luckily you have a basketful at your disposal. Speeches, emailings, news releases, personal meetings, editori

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

al board interviews, special events and scores of others.

Are we succeeding in moving opinion among our target audience in our direction?

We'll

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

never know if the effort is succeeding unless we regularly monitor the changing perceptions and behaviors of that #1 target audience. First, we wa

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

Professional from academic institutions, pharmaceutical industries, health care indust

nt to know if our message was received, then how many remember seeing or hearing it, and then how many can recall its content, our message!

Fin

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

ally, what we need to see is the perceptions and behaviors - i.e., opinions - of the target public moving in our direction. When we do, we can say

.

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

with assurance that our public relations program is succeeding.

Please feel free to publish this article and resource box in your ezine, newslet

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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Hundreds of thousands of delivery trucks traffic the roads of America at all times, and millions cover the roads of the world. Without them, the world's economy would come to a screeching halt and the standard of living for most of the world would be greatly changed.

Lots of businesses have great products but stick us with lousy service, says Dr. Gary S. Goodman, sales, service and success consultant. Describing just such a restaurant in Santa Monica, this popular keynote speaker and media commentator recalls some of the bizarre things they've said and done.

I do not believe that unethical behavior can unknowingly occur if a leader has proper values and intentions. A leader who is ethically based will not knowingly break laws, deny rights, endanger lives or deceive or exploit employees, customers, stake holders or society.

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Advice You - Much Ado About A Lot!

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