Advice You - Business

Successful buisnesses know that media attention reaches consumers better than advertising can. A feature story on a start-up's new product or service, for example, can send the bus

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

iness into a new stage of growth. Publicity can help bring your business greater visiblity and success. Publicity lets the public know you exist and creates crediblity and good wil

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

Examples of combination products may in

l. That makes customers and prospects more receptive to your products and services.

Fortunately, you don't need special expertise or training to create an effective publicity prog

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

am. You need to define the message you want the publicity to convey and what you want the public to do as a result, for example, respect your business, give you money (if you are a

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

non-profit), or respond better to your sales messages.

Publicity is a message that is purposefully planned, executed, and distributed, without payment, through selected media to

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

Combination pro

further a businesses interests. Publicity tells the world who you are, what you do, and why it's important. It's news, which has greater credibility to most people than advertising

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

Best of all, it's free.

Although, publicity can be distributed through any type of media, print media offers the best opportunities for most businesses. Newspapers and magazines

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

have a lot more space to fill than TV or radio, so they're more likely to cover you.

Here are five steps to creating successful campaign.

1. Know your buisness. Research and asse

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

mble information so you can answer the following questions, Why did you start your business? What are your businesses goals and objectives? What has your business accomplished? Wha

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

is your business doing right now? What is the future for your business? Who are the board members, management, department heads, and key staff?

Much of this information should be

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

put into your press releases, and the rest may be used when an editor or a reporter calls or e-mails you for more background.

2. Define your long-range publicity goals. Here are

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

Following aspects would a

some examples of what your goals might be: To win recognition and awareness of a specific product, service, project, program, or policy. To establish, build, or improve your identi

dd to the challenges in developing combination products:

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

y, reputation, and credibility. To enlist volunteers. To attract the public to a specific event. To give special recognition to board members, executives, or employees.

3. Write s

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

pecific, measurable, and attainable objectives for each goal. Show what will be done, when, and by whom, as well as the desired end result. Measurable criteria for success can be d

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

efined by using phrases like "to increase..., to improve..., to develop."

4. Create a written plan. Get input from key people in your business to establish where you want to go an

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

how to get there. Determine what assistance you need to carry out the plan, then establish a budget. You may want to form a publicity committee to help manage specific projects or

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

Professional from academic institutions, pharmaceutical industries, health care indust

serve as business representatives.

5. Develop a publicity schedule. Schedule and prioritize all known events or news items for the coming year. This allows you to consult editors

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

in advance about assigning space or coverage for your important news stories.

If you have a business, you need to have a web site. Your web site makes it possible to reach wider

.

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

arget audiences more effectively and efficiently. The internet gives the public direct access to web sites, so anyone can get your information, not just the media. You can put a "M

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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Advice You - Starting A Publicity Program

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