Advice You - Business

Some folks see the word “strategic” as a needlessly tiresome and complicated notion. But anything that shows you how to get from here to there IS strategic, and something we all need.

Even the dictionary calls a strategy “of great impo

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

rtance to a planned effort.”

For example, look at public relations where just about everything is based on getting from here to there. That is, from a dangerous lack of concern with external audiences to a sensible plan for doing so

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

Examples of combination products may in

mething about what those key audiences think about you.

To make the point, here’s a quick two-sentence thumbnail that promises just such an outcome.

“People act on their own perception of the facts before them, which leads to predic

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

able behaviors about which something can be 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 missio

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

n is accomplished.”

While it’s obvious that survival is the pot of gold at the end of this rainbow, you don’t get those external audiences on your side without a little work

Better prioritize those outside interest groups of yours in

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

Combination pro

to some kind of importance ranking. Then, let’s take the external audience you rank clearly as #1 and do a little work on it right now.

How much do you know about this group of people? Are you aware of what the prevailing view of yo

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

and your enterprize is among group members? Do you know of any negative perceptions?

No? That’s why you must get busy and interact with members of that key target audience of yours. Ask questions: “What do you think about our busine

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

ss, products or services? Why?” And stay alert to any signs of negativity, any inaccurate perceptions, misconceptions or rumors.

The reactions to such probing questions help you to set down a public relations goal designed to correct

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

misperceptions and inaccuracies.

So, while this gives you your public relations goal, HOW will you reach it? That’s right, you need a strategy to help you get from here to there. You’re in luck because there are just three strategic

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

options for dealing with opinion available to you. Create opinion (perceptions) where none may exist; change existing opinion, or reinforce it.

Select the one that logically flows from the goal you established.

Now, you’re ready to w

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

rite the persuasive and compelling message you’ll be counting on to change perceptions and move your target audience behaviors in your direction.

It’s not an easy writing job. The message must be not only persuasive and compelling bu

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

Following aspects would a

t very clear, direct and brief in its presentation. The facts and figures supporting WHY target audience members should alter their perception of your organization must be accurate and believable. It’s best to try out the message on

dd to the challenges in developing combination products:

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

few audience members first, then adjust if needed and commence public distribution.

Now, to mix metaphors, who will be your “beasts of burden,” or “foot soldiers?” In other words, which communications tactics will you use to carry t

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

hat carefully constructed message to the eyes and ears of key target audience members?

There are a lot of tactics available to you. Everything from letters and emails, personal contacts, face-to-face meetings and special events to br

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

ochures, press releases, speeches, broadcast interviews and a ton of others.

At this point, you will still not know if you’re making progress towards your public relations goal.

Which is why you must return to the field and once agai

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

talk to those members of your key target audience. Ask questions very similar to those you used during your earlier information gathering.

The big difference the second time around will be that you are watching closely for signs of

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

Professional from academic institutions, pharmaceutical industries, health care indust

changed perceptions, hopefully in your direction. Have misconceptions cleared up? Does it appear that inaccuracies have been corrected? Do you see signs that the dangerous rumor has been defeated?

Not enough progress? Review the mix

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

and frequency of your communications tactics. And take a hard look at that all- important message. Measure it as to how well your facts and figures equip it to change minds and perceptions. Make adjustments and recommence firing!

Wha

.

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

you’ve just completed is a first-class, “strategic” plan for managing the perceptions and behaviors of your key external audiences. A plan that will have a large say in your personal success and, possibly, the survival of your organi

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

Companies that provide selfless information through particip

zation.

Please feel free to publish this 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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Incorporation services for businesses differ from those for non-profit organizations and limited liability companies. It is important for you to decide which state you want your company to be incorporated in. If you have business dealings in more than one state, the best option for you would be to incorporate in Delaware or Nevada, where incorporation laws benefit businessmen most.

Here is information about building a list that every Newbie in the direct marketing business needs to get started. Written by one who has been there, this is a series of practical tips, illsutrated with plenty of real-life examples. Humour is included at no extra charge, particularly for the scary bits.

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