Advice You - Business

While awaiting economic recovery, business needs to attract the attention of its most important external audiences in a more targeted and focused way. Primarily to impact the perceptions of those key outsiders so that resulting behaviors help

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

those managers achieve their objectives.

This should be enough reason for recession-weary managers to take a closer look at public relations, America’s resident specialists in behavior modification.

The reason public relations finds itself i

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

Examples of combination products may in

the behavior business -- and of real use to those recession-jaded managers -- is because it’s firmly rooted in the principle that people act on their own perception of the facts. It strives to create, change or reinforce perception/public opi

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

nion by reaching, persuading and moving-to-desired- action those people whose behaviors affect the organization.

It’s good news for business managers because, when the behavioral changes become apparent, and meet the program’s original behavi

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

r modification goal, a public relations effort has succeeded.

Truth is, at any time, when managers start looking for a return on their public relations investment, it’s clear as crystal that their goal MUST be the kind of change in the behavi

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

Combination pro

rs of key stakeholders that leads right to achieving their objectives.

Just think about some of the perceptions out there, in good times or bad, that could actually hurt your organization. Perceptions that, if ignored long enough, could well

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

result in behaviors that run counter to those you want.

At the root of it all, is that simple truism we all know but tend to forget: people really DO act on their perception of the facts and behave accordingly. But, if a manager is to have an

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

effect on those perceptions and behaviors, he/she must deal with them promptly and effectively whether the economy is down or up.

Imagine how many different audiences your organization may have to depend upon at one time or another? Would you

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

list include insurance carriers, journalists, minorities, customers, prospects, employees, legislators, community residents and others whose perceptions of your organization, if left unattended, could hurt?

Start getting your arms around thi

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

s challenge by listing your important audiences in priority order. For example, customers, prospects, employees, local and trade media, local business and community leaders, and so forth.

As time permits, meet with members of each audience an

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

jot down their impressions of your business, especially problem areas. Be sure to ask questions about their feelings and perceptions of your products and services. Stay alert to inaccuracies, misconceptions or rumors. Here, you’ll have a chan

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

Following aspects would a

e to decide to what degree you will try to alter perceptions among each audience. Later, this will become the behavior modification goal against which you will measure progress for each target audience.

Next, prepare persuasive messages that

dd to the challenges in developing combination products:

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

not only provide details about your product and service quality, but address problems that surfaced during your conversations with key audience members. Identify what is really at issue at the moment; impart a sense of credibility to your comm

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

nts; and regularly assess how opinion is currently running among that group, constantly adjusting your message.

Then, consider the most effective means for communicating each message to each audience. This may include simple face-to-face meet

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

ngs, briefings, news releases, news announcement luncheons, media interviews, facility tours, targeted speeches, a brochure, special events like open houses and awards, and a variety of other communications tactics.

As you look for signs that

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

your aggressive efforts are changing perceptions for the better, especially important in a recession, you should begin to notice increased awareness of your organization, especially progress in the marketplace; increased receptiveness to your

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

Professional from academic institutions, pharmaceutical industries, health care indust

messages; a growing public perception of the role your organization plays in its industry and in the community; and, of course, growing numbers of prospects.

These signs of progress are tracked by speaking once again, and on a regular basis w

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

th people among each of your key audiences, by monitoring print and broadcast media for mentions of your messages or viewpoints, by interaction with key customers and prospects and, if resources permit, modest opinion sampling.

Especially dur

.

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

ing hard times, remember that people in your community or marketing area behave like everyone else – they take actions based on their perception of the facts they hear about you and your business.

Which means that you must deal promptly and e

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

Companies that provide selfless information through particip

fectively with those perceptions by doing what is necessary to reach them. Especially during recession, you must persuade your stakeholders to your way of thinking, thus moving them to take actions that lead to the success of your organization

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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If you are concerned that your company might be planning a layoff, your best course of action is to be prepared. Employees often see warning signs that their jobs may be at risk. Such signs could include poor company performance, earlier rounds of layoffs, conflicts with their manager, increased manager intervention and involvement, and poor performance reviews. Employees see the signs, but aren’t as proactive as they should be in looking out for their future. Here are steps you can take to be prepared for a layoff.

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