Advice You - Business

As a business, non-profit or association manager, you’ll know it’s PR paydirt when you’re able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lea

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

d to your department, division or subsidiary’s success.

Proof of the pudding will be outside stakeholder behaviors like increasing repeat purchases, more inquiries about strategic alliances, new specif

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

Examples of combination products may in

iers of your components, more membership inquiries, or a jump in capital contributions.

But to realize such results, you’ll have to get personally involved with the public relations people assigned to

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

your unit. Then shift their emphasis from communications tactics to a workable and comprehensive blueprint that will lead to your success as a unit manager.

A blueprint, for example, like this: people

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

ct on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and

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

Combination pro

moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

What such a public relations blueprint will require of you, is a

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

sharper focus on those outside groups of people who play a role in just how successful a manager you will be. In other words, the blueprint targets your most important external audiences.

Get your PR

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

people on board early on. This should be an easy task as some of them, no doubt, are wondering if there may be more to public relations than press releases, special events and brochures.

Enlist them in

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

tead in a core public relations effort to determine how all of your crucial outside audiences really perceive your operation. I speak here of audiences with perceptions leading to behaviors that affect

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

your organization the most. So discuss with your staff how you can gather those key audience perceptions in the most cost-effective manner.

Since retaining a professional opinion survey firm can be ver

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

y expensive, you may well conclude that you and your PR staff can interact with members of your target audience and ask the necessary questions. And I would agree.

Among the questions: What do you know

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

Following aspects would a

about us? Have we ever worked together? Was it a positive experience for you? Did you ever have a problem with our people? Watch for evasive or hesitant answers and, especially, for negativities such a

dd to the challenges in developing combination products:

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

inaccuracies, misconceptions, false assumptions or rumors.

The data you collect lets you set your public relations goal. For example, clarify that misconception, correct that inaccuracy, kill that rum

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

or dead.

You are a manager fully aware that every good goal needs a good strategy to show you how to reach that goal. When it comes to matters of opinion or perception, you have just three strategy cho

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

ices: create perception where there may be none, change existing perception/opinion, or reinforce it. But take care that the strategy you select fits nicely with your new public relations goal.

Now it’

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

s message time – the special words you will use to alter what you discovered some of your target audience members have come to believe. This corrective message is crucial to the success of the program a

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

Professional from academic institutions, pharmaceutical industries, health care indust

d, all at the same time, must be clear, believable and compelling.

The next step truly can be called “special delivery.” Here, you take steps to get your message before the eyes and ears of your target

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

audience. Communications tactics will handle that chore for you, and there are dozens of them available like newsletters, brochures, press releases, media interviews, emails, facility tours and lots of

.

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

others. Be sure that the tactics you select have a track record of reaching people like those who make up your target audience.

Your two-part bottom line? A workable and comprehensive public relations

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

Companies that provide selfless information through particip

blueprint that (1) assists you as a manager in creating the external audience behaviors you need and (2), in so doing, helps you achieve your department’s business, non-profit or association objectives

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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