Advice You - Business

One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to o

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

ffer a word for word story to a publication. Most professionals as well as small business owners misunderstand this concept and are therefore frustrated when they can't seem to make it work for th

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

Examples of combination products may in

m.

If you understand that the purpose of a press release is to grab attention then you might also begin to realize that there is a bit of an art to writing an effective one.

This art actually be

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

ins with proper format. It probably shouldn't matter how you format a good story but editor after editor has told me that if a press release comes to them and is not properly formatted, it often 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

oesn't get read. Read that again if you are bit of a maverick. You want to read about your company in the news then you might just have to follow the rules.

Ultimately your story will have to sta

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

Combination pro

d on its own but follow this accepted format and you stand a better chance of making that all important first impression.

+ For release timing

The very first thing to appear on your release is t

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

e release date or time. If your story is for immediate release say so For Immediate Release. If there is a reason to hold some news or a seasonal deadline say so. For Release Before Halloween. Som

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

e background type releases can also carry the - Release at Will tag

+ Contact Information

Don't make it hard for them to get in touch with you. Right under the release info state your name, addr

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

ss, direct phone, and email address under the heading "For more information" Remember the real point is to get them to call you.

+ The Headline

90% of all advertising effectiveness rides on the

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

ffectiveness of the headline. It is no different for a press release. Most readers will decide whether or not you have anything to say based solely on the grabbing power of your headline. Pull the

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

in quickly. Write 5-6 attention grabbing headlines and then put your release away for day or so. Come back and see which ones still grab you. It is that important.

+ Dateline

At the start of th

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

Following aspects would a

e body of your release you are expected to provide some useful information. First the date of the release and then the city the release originates from. Put a dash after the city and then start th

dd to the challenges in developing combination products:

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

body of your release. ie: February 18, 2003 - Kansas City, Mo - Today in history...

+ Double space

Double space the body of your release. This probably goes back to the days when reporters made

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

notes by pencil in the space between the lines but I guess some still do that.

+ First Paragraph

Okay, so now your headline grabbed them. Tell them what you're going to tell them in the first pa

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

ragraph. Don't beat around the bush or try to be cute here. Hit them with your best shot.

+ Quotes and Credentials

Quotes make for interesting reading. Try to find a newspaper story without a qu

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

ted source of some sort. Add your own quotes and then add some credentials to the person you attribute the quote to. If it's you and you're a master plumber with 25 years of experience, then say s

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

Professional from academic institutions, pharmaceutical industries, health care indust

. "The flora and fauna was breathtaking," said Bill Sphenkle, one of Kansas City's most experienced plumbers.

+ Call to action

If you want them to interview or visit your website to find out mor

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

e information, then say so. Bill Sphenkle is available for interviews. Just don't hype your company or product. Nothing gets your release tossed faster.

+ End

At the end add the symbol # # #

Th

.

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

re is a free software program that will allow you to write attention getting, perfectly formatted press releases by simply filling in some blanks and answers guided questions. You can download Ins

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

Companies that provide selfless information through particip

ant Press Release

http://www.ducttapemarketing.com/Instant-Press-Release.htm

Copyright 2004 John Jantsc

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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