Advice You - Business

Want to get radio interviews and coverage in print
publications to sell more books?

Master the art of writing magnetic media releases
that attract attention of ed

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

itors and publishers.

A media release (which also goes by its former
name, the press release) is a one page, double spaced, single-sided document designed to transmi

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

Examples of combination products may in

news about books, products, and people.

Because of its official sounding name, authors often
make the mistake of sounding like Sgt. Friday of the TV show "Dragnet" w

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

hen they write the release, and make it Too fact oriented.

Don't forget that real live people, editors and
producers, must pull the release from the fax machine and

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 motivated to read it.

Motivating Editors and Producers to Read Your Release
In today's world, getting editors and producers to
actually read your release is a ch

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

Combination pro

llenge. Every day,
people tap into the possibilities of free publicity and are becoming proactive in getting their voice heard.

As the producer of a lifestyle TV show

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

, I receive
upward of two hundred releases a week. However,
only a small percentage are both appropriate for the
show and grab my attention.

Below are 10 tips

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

to help you write releases that get your message heard.
1. Write an attention grabbing headline.
Realize that your headline must immediately
"hook" a busy producer

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

or editor at first glance.
If your headline doesn't hook them, they won't read
further.

2. Be certain that your book is appropriate for the target audience.

D

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

o not send a media release about your romance novel to a radio show that interviews only nonfiction authors. Wishful thinking is well and good, but realize that shows KNOW

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

heir target market.

3. Realize that there is a difference in format when sending a release by email and by fax.
A faxed release and release sent by mail can be

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

Following aspects would a

>identical. However, an email release requires careful
crafting to get right and is an art onto itself. The key
concept to remember is twofold. First, the subject lin

dd to the challenges in developing combination products:

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

e spells the difference between the release being opened or deleted. Second, you must target delivery of the email release carefully, or you risk being banned forever to th

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

recipient's "bozo" file.

4. Be certain to include key information in a book
release such as your ISBN number, publication
date, page count and binding, and if you

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

like
a small .jpeg of the cover.

5. You can increase your chances of
being booked on a radio station if you offer
to give away books on the show in your
re

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

lease.

6. For media releases aimed at reviewers,
include information on how they can
get a book to review by email or fax.

7. Do not follow up to see if the re

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

Professional from academic institutions, pharmaceutical industries, health care indust

ipient
received the release. If this is a show or
publication you are keenly interested in,
call them with "new information"
designed to create more excitement

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

BR>in featuring you.

8. Keep a notebook with you and
jot down names of appropriate media
contacts as you read publications and
hear radio interviews.

9. Jou

.

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

rnalists and producers need you
and your news, but will lose respect if
you hammer them with releases that
don't apply to their market or beat.
Discriminate.

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

Companies that provide selfless information through particip

10. Keep a "swipe file" of
clever advertisements or headlines
you can refer to when you need
a creative boost.

copyright 2004 Marisa D'Vari All rights reserve

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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