Advice You - Business

Any type of public relations or promotion depends on a full arsenal of tools that you will use to get the job done. Any time you start out to build something you use tools. When my husband and I built our

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

deck we used lots of tools – from electric saws to hammers! The same is true for your personal promotion plan.

Your tools work with your natural charisma and charm to make it painless for you to continue

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

Examples of combination products may in

your self-promotion success plan. By having tools at your fingertips you’re creating fail-proof ways to keep your PR machine moving without having to ‘reinvent the wheel’ every time you work on a new promotion.

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 tools will be handy and easy to get to whenever you need them. Back to when we built our deck – it wouldn’t have been too efficient if we had to run to the store to buy a new hammer every time we needed do d

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

ive a nail.

Here’s a sampling of tools to include in your PR tool-chest (for a comprehensive list and lots of help building the tool-chest, watch out of the “Ultimate Pet-Care Business Home Study System” t

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

Combination pro

o be released this fall):

1. Your personal story. What makes you unique and ‘newsworthy’? Spend a few hours or an afternoon and write out your life story. Yep. The whole thing. Think about what it is

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

bout you and pets that makes you unique. What are the reasons you had for starting your business? What other ‘stuff’ do you know ? What makes you different (in a neat and fun way)? Are you a world Scrabble© Ch

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

mpion? Do you do crossword puzzles every month? Maybe you ride a Harley?

2. What you KNOW and LOVE. Write a list of all the topics you’re uniquely qualified to speak or write about. Maybe you’ve create

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

a disaster-preparedness program for your clients – do you think that could help other pet-owners? Why not write an article about it!

Remember, even if you only serve a small geographic area, being perceived as

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

an expert across the country is still a GREAT thing! Your clients and potential clients are more likely to read about you when they are reading articles of interest – and they are going to be really psyched to se

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

that you are in their neighborhood!

3. Professional photo. You’ve got to have one. In this day and age there’s no excuse for not having a picture as part of your tool-kit. You can likely get away with

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

Following aspects would a

‘candid’ shot for some of the sections of your website, but you want to make sure you look like a professional for your PR kit.

And the saying “a picture is worth a thousand words” is really true when people are

dd to the challenges in developing combination products:

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

looking for someone to come into their homes and care for their animals. Before they pick up the phone to call you, or send an e-mail to inquire about your services, they’re going to love having an idea that you

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

look ‘trustworthy, fun and nice’.

4. 60 second commercial. Another time-tested tool in your PR arsenal is your 60-second commercial, sometimes referred to as an “elevator speech.” Even though you may thi

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

k it sounds sales-y, this is truly an amazing tool. It’s the quick introduction you’re going to use to get tons of people to ask “Wow! That sounds fantastic, tell me more!” when you first meet them.

That sounds p

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

etty fabulous doesn’t it? Wouldn’t it be great if people literally begged you for more information about your business? What if they said, “Hey, I’m getting ready to head out of town and have been so worried abo

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

Professional from academic institutions, pharmaceutical industries, health care indust

t what to do with my cat Ralph – he hates the cage at the vets!”

I thought you’d like it! So that’s what an ‘elevator speech’ does for you. It opens up tons of conversations and requests for your business.

And

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

it’s pretty easy. One of the facets of our PR coaching is talking about you – what you do, how you solve people’s problems? Well, that’s all you want to do in your introduction. It’s called an elevator speech

.

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

ecause it’s supposed to be everything you can share with someone in the time it would take for you to ride from the lobby to their floor on the elevator – so it better be brief and to the point.

There are more to

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

Companies that provide selfless information through particip

ls and tips for PR included in the forthcoming Ultimate Pet-Care Business Home Study System -- drop me a line if you'd like to be on the notification list when it's off the presses!

(c) 2006 Peggie Arvidson-Daile

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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Have you heard the statistic that says, “80% of new businesses fail within the first five years?” That seems to be a favorite one for people to cite when attempting to discourage their friends or co-workers from starting a new business (with the best of intentions of course <- yes, this is sarcasm). Sometimes you’ll hear variations on this statistic like 75% or 90%. I heard another one that said that of the 20% of businesses that don’t fail within the first 5 years, 80% of those fail within the next 5 years. So that puts us down to only 4% that last 10+ years (20% x 20%).

Winners make decisions and take ACTION when they see an opportunity. They also follow examples of other successful people because it's more efficient than learning the hard way. I was speaking to an agent the other day and he indicated that this will be his best year ever. He went on to say that he has found by mailing at least 2,000 postcards every week that the law of averages work in his favor. He feels that he is on target to write over 6 Million in annuity sales this year.

It's true. The average American attention span has dwindled to that of a goldfish. These days, it seems people have very little time and even less patience. So, what does this mean for you, the self-employed professional trying to reach prospects in the most effective way possible?

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Advice You - What Every Pet-Care Business Owner Should Have in their PR Tool Chest

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