Useful Advices - Business

I once opened a press kit that mooed.

MOOED.

We kept the package around the newsroom for weeks, but never published the press release and professional photos wrapped

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

inside.

Hey, it was cute. Probably expensive. Just one problem. I ran a local newspaper focused on local connections, and this had none.

In 20 years, I probably tos

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

Examples of combination products may in

ed upwards of 15,000 press releases. Even though the name of our community featured prominently in the masthead, scores of expensive media kits promoting people and

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

businesses from everywhere you can imagine crossed my desk.

I decided if I ever ended up in the PR business, I’d try to keep people from wasting so much time.

I sta

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

ted with Susan*, who came to me for help with marketing an educational toy. She’d been selling to day care centers, but one or two sets at a time barely covered the

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

Combination pro

ost of gas.

She had a wonderful story, one that needed a larger audience – and got it.

Even with a very limited budget, Susan’s product was profiled in community n

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

ewspapers, a parenting magazine and a regional daily. I’m not taking much credit; she did all the legwork.

I told her who to talk to, what to say, and how often to sa

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

it.

It’s just plain silly to throw your PR blindly at an editor, hoping it sticks. Sure, you can e-mail every media outlet in the free world. It won’t cost you a d

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

me, and you’ll probably get exactly what you paid for.

Why waste your time, when you can invest it on the front end? Just find your connections – and then give them w

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

at they want.

Start with a list of every place you’ve ever called home. Community newspapers, accessible through any search engine, would welcome news of your busin

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

ss and accomplishments. Be sure to mention your “local connection” in a cover letter.

Did you go to college? Send your alumni magazine a “news note,” then take one

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

Following aspects would a

extra step. They often “localize” national stories with alumni interviews. Why shouldn’t one of them be you? Contact the editor, establish yourself as a willing expe

dd to the challenges in developing combination products:

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

t.

Your insurance provider, wholesale club, auto club and other groups probably publish member-focused magazines. Offer to help them out, as a source in your field.

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

Or let them know how their business has helped yours.

All those editors still receive drifts of press releases. Still, you can shine through. I know you can, becaus

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

I’ve seen people do it. Here’s how:

1. Create a press kit that includes a clear, well-written press release in long and short formats, and high quality photographs

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

2. Don’t forget the simple stuff, like affixing sufficient postage or including your contact information.

3. Contact the editor by phone three or four days after se

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

Professional from academic institutions, pharmaceutical industries, health care indust

nding your information, to make sure it arrived and answer any questions.

4. Respect an editor’s time when you make your follow-up call, asking whether he or she ha

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

five minutes to talk.

5. Create a lasting impression with a snappy 30 to 45-second “pitch” about yourself, your product or service.

6. Keep a tone that blends enthu

.

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

iasm, professionalism and courtesy.

Finally, remember this: All you can do is improve very long odds Editors are people first. They have personal problems and biases,

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

Companies that provide selfless information through particip

just like everybody else.

Stay positive, patient, polite and persistent – sooner or later, you’ll beat those odds.

And you won’t need a “lowing” press kit to do it

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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When someone mentions mold it brings to mind visions of green bread or cheese that has been left in the refrigerator too long - things you just throw into the trash without much thought. Molds are an essential part of our environment; however, inside buildings mold can be unsightly, smell and cause health problems to the buildings occupants.

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