Advice You - Business

Different Types of Station Contact

Reaching radio hosts (for the purpose of trying to get booked for an interview) can take on various forms, depending on the type of station t

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

he show is done at. What's best? All of them at the same time, of course. But since that's cost prohibitive for almost any guest, you have to pinpoint what will do an accepta

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

Examples of combination products may in

ble job for an acceptable price.

Personal contact with prospective hosts is always the best, done by either by the guest or the booking person. These personal visits are usua

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

ly only possible in the hometown of the guest or booking person, since radio PR campaigns just don't charge enough to pay someone to visit stations nationally. (Interestingly,

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

high-level music airplay promotion campaigns DO charge enough for personal visits.) Regardless, if there is ever a chance to meet face to face with a host, do it... they will

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

Combination pro

never forget you.

The telephone is the big equalizer in booking interviews. Most radio interviews are booked on the phone, since you can reach every host in the country, and,

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

ince hosts are big phone-people. Plus, radio people are used to being hit with calls from music promoters, syndication promoters, equipment salespeople, audience calls, etc. T

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

wo things about the phone, however,... you have to hit the hosts at the right time (especially music-station morning crew hosts/producers), and you have to sound good doing it.

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

Printed ads in radio publications are used by a lot of people who are trying to book interviews, and while these ads do generate "some" calls from smaller stations, I'll go ah

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

ad and say that an ad's purpose is not so much to generate calls as it is to build awareness (much like a billboard on the side of the road just builds awareness.) These print

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

ed "trade" ads certainly do have a use, but I just would not rely on them to make your phone ring.

Ads on radio websites are even a bit less useful than printed ads, as far as

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

Following aspects would a

awareness-building is concerned (and certainly as far as generating calls is concerned.) It has something to do with radio's fight over the internet for streaming, artists, ban

dd to the challenges in developing combination products:

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

er sales, etc. Regardless, radio does not take things seriously that are presented via banner ads ONLY. However, if you have a great site, adding a banner (that links to your

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

site) as part of your phone campaign makes good sense.

Email contact is good for college stations and music-directors at community stations, but it is very weak at convincing

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

commercial stations on FIRST contact. Once they know you, however, email is a good tool to get booking-times and dates across. Email has to be pin-point to the person... pers

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

nalized and all. You cannot send one email to a list of people... they will never respond, and they will block you.

Fax is most certainly just an image builder (like a billboa

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

Professional from academic institutions, pharmaceutical industries, health care indust

rd), and not a booking tool. Getting your guest's point across in a fax (if used by itself) usually never works since it never gets to the right person. And you can't send it

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

multiple times to the same fax machine, since that would not be welcomed.

Postal mail is a bit better than fax, as far as getting to the right person is concerned, but the cos

.

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

involved, along with the proper-addressing hassle, makes mail prohibitive except for simple postcard-type image builders, or when mailing a book or book-cover is really needed

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

Companies that provide selfless information through particip

. A nice thing about mailings is that you can target several guests with multiple pieces, mailed in intervals so that you don't fill up the receptionist's desk with your stuff

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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