Advice You - Business

Done right, it delivers the key, target audience behaviors you know you must have to achieve your organizational objectives.

I refer to perceptions of your organization, and resulting behaviors such as:

customers making

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

repeat purchases;

prospects starting to do business with you;

employees really valuing their jobs;

suppliers doing all possible to expand your relationship;

community leaders strengthening bonds with you;

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

Examples of combination products may in

businesses seeking beneficial joint ventures;

unions bargaining more frequently in good faith;

and legislators and political leaders viewing you as an important member of the business community.

Yes, public relati

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

ns indeed packs a punch, but only when it’s based on a solid foundation. Namely, its fundamental premise. People act on their own perception of the facts before them, which leads to predictable behaviors about which something can b

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

e done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished

And, notice, please,

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

Combination pro

he implication is that when managers start looking for a return on their public relations investment these days, many will want to see the kind of key stakeholder behavior change that leads directly to achieving their objectives.

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

Does your public relations program pack such a punch?

It can if you commit to action steps like these:

The list of key audiences shown above is a good one, but only you can create the ideal list of the most important external “pu

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

blics” whose behaviors affect your organization the most.

Then, prioritize them as to impacts on your enterprise, and let’s work on the target audience at the top of the list. By the way, the test for listing an audience is, does

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

ts behaviors affect my operation in any way? If it does, list it.

Do you know for a fact how they perceive your organization? Why take chances? Interact with members of that audience and ask many questions. What do they think of y

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

our enterprise? Do you notice negativity in their responses? How about rumors, misconceptions, inaccuracies?

With responses to such questions in hand, you’re ready to set down your public relations goal. In other words, the specif

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

c perception problem and, thus, behavior change you want. For instance, kill that rumor as soon as possible, straighten out that misconception or untruthful belief, or correct that inaccuracy.

So, what do you do with that public r

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

Following aspects would a

elations goal? Not much without a strategy. But with the right one, you are quite likely to achieve your goal. Happily, when dealing with opinion and perception challenges, you have just three from which to choose: create perceptio

dd to the challenges in developing combination products:

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

n/opinion where there may be none, change existing perception, or reinforce it. The strategy you choose will compliment your new public relations goal.

Now comes the hard work, creating just the right message for transmittal to yo

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

r target audience. It must layout the truth clearly and creditably, so consider it carefully. The features of a successful corrective message are clarity, believability, persuasiveness and a compelling presentation. Remember, the m

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

essage aims to alter existing perception.

Presumably, you will not follow the lead of the artillery commander who told his men, “Point your cannons in any direction and fire when you feel like it!” Rather your “beasts of burden,”

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

ou communications tactics, will carry your message directly to the right eyes and ears among members of your target audience.

The list of such tactics is a long one. Everything from speeches, newspaper/radio interviews and press r

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

Professional from academic institutions, pharmaceutical industries, health care indust

eleases to op-eds, brochures, emails and many, many others.

It won’t be long before you are looking for signs that your public relations program is working. And this can best be achieved by a new round of perception monitoring out

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

there among members of your key target audience. Same questions as the first go-around, but now you’re looking for responses indicating that perception has been altered in your direction.

Things not moving fast enough? Broaden 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

variety of communications tactics you use, and their frequencies. And take a hard look at the facts undergirding your message.

Together, these steps will create a public relations effort that packs the punch you really want.

Ple

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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