Useful Advices - Business

You have the story of a lifetime. Editors are going to drop their jaws in amazement. You just can’t wait to get the press release on their desk. You fire up the fax machine, hit the go button

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

and then rush over to your phone to wait for the calls. And nothing happens. You check your confirmation sheet, 500 faxes sent out successfully, but still nothing happens. Chances are you’ve m

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

Examples of combination products may in

ade one of the 3 fatal mistakes people often make when sending out a press release.

The first mistake many people make in writing a press release is they allow their own biases to taint their

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

story. Who cares what you think? It may be important to you, but what really matters is what the editor and the audience he sells to believes.

Andrew Carnegie explains that he loves peanut butt

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

er and jelly sandwiches, but he discovered a long time ago that when he goes fishing the fish much prefer worms, not peanut and butter. As you write the headline to your press release, be sure

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

Combination pro

it pulls at the needs, wants or interests of your intended audience. Every press release needs to be either fascinating, shocking or relevant.

Some stories may seem hard to frame for the gene

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

ral public, but it’s usually just a matter of looking for the proper spin to frame it in. The fact that the city mall installed an Automatic External Defibrillator (AED) may sound incredibly i

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

portant to you, but most of the general public will only wonder how much of their tax money was wasted keeping some doctor happy. If, on the other hand, your headline read “20 Lives Could Ha

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

ve Been Saved If We Had Installed The Automatic External Defibrillator A Year Earlier”, now you have the world’s attention. Which lives? Could it save my life? What is it? Suddenly the “comm

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

n folk” see a purpose for it.

The second deadly mistake many beginners make in sending press releases is to package them in flowery color. They want to catch the editors attention. They hire a

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

graphic artist to draw incredible artwork along the borders, they mold their type into the shape of a tree. Anything you do to set you apart from the crowd will do just that, set you apart f

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

Following aspects would a

rom the crowd. Editors will realize before even reading your release that you’re a beginner. The old timers know better. The very fact that it’s being faxed as a news story gets the editors at

dd to the challenges in developing combination products:

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

ention. He’s in the news business. He has to sort though what’s going on to find the information they need during their news breaks. The headline on your news release needs to be in larger bol

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

d type, something that gets their attention. Everything else needs to look simple and tidy. Delivering your release along with a dozen long stemmed roses will probably get a smile out of the

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

editor, but chances are she won’t bother reading it.

The final mistake many make in composing press releases is to say too much. They’re worried the editor won’t find the story interesting enou

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

gh unless they get all the details. If you can’t make the story interesting in 150 words or less, then you probably need to go back to point number one and reframe the story. A professional

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

Professional from academic institutions, pharmaceutical industries, health care indust

ress release always fits entirely on one, single spaced page. And that includes contact information and a bold headline on top. A cardinal rule that’ll keep you out of a lot of problems is to

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

remember always that THE ONLY goal of a press release is to get the editor to call you. You just need to convince him or her that there may be something worth looking into here. If they’re at

.

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

ll interested, they’ll pick up the phone and find out more.

Avoid these three deadly mistakes, and you’ll be well on your way. As you write your release, be sure you:

1. Give them what they’

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

Companies that provide selfless information through particip

re looking for, and not necessarily what you think is important.

2. Keep it simple, don’t use gimmicks,

3. Keep it short and to the point.

And then go sit by your phone and wait for the calls

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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