Useful Advices - Business

You’ve decided to make press releases part of your public relations program - Now what?

Developing newsworthy material

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

can be tougher than you think. Reporters get barraged with scores of article submissions every day, so they eagerly loo

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

Examples of combination products may in

k for reasons to ignore them. While nobody can say for sure what the news is, these Top 7 stories definitely are not:

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

#1. Shameless self-promotion, any topic. Reporters have no interest in singing your praises; their job is to inform the

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

public. Articles littered with hype flags like “world’s greatest” and “revolutionary new product” go straight to the re

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

Combination pro

cycle bin.

#2. News blobs. Even if you have actual news, reporters want a sharp angle, not a confused pile of facts. Ar

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

range your information into a story people want to hear. Suppose you’re announcing a newly opened branch office—who care

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

? But if you explain how it created 30 jobs for an economically ravaged community, people will care plenty.

#3. Blah,

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

blah, blah. Press releases over 650 words have no chance. Ideal is 300-400 words.

#4. Better never than late. Do not su

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

bmit stories about an event that will take place the next day. Print and online media need at least 48 hours (often mor

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

) to edit material and prepare layouts. Respect their lead times and reporters will respect you.

#5. Announcing! Stori

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

Following aspects would a

es about new online store openings are so common they have ceased to be news. So unless you have a spectacular angle, p

dd to the challenges in developing combination products:

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

ut your ramp-up efforts into SEO and PPC.

#6. So-and-so got promoted. People get promoted all the time. You need to be

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

able to tell the reporter why this promotion is special, different, and worth taking up valuable space in his publicati

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

n.

#7. New client! Companies like to brag when they land a big client. Occasionally these events get written up into

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

effective press releases, case studies, and white papers. But typically, the stories sound like self-promotion and neve

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

Professional from academic institutions, pharmaceutical industries, health care indust

r see the light of day or dark of ink.

Remember: reporting and advertising are entirely different disciplines. Adverti

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

ers tell why, but reporters need who, what, where and when. Advertisers are partisan and make claims; reporters are obje

.

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

ctive and demand facts. Finally, advertising is eternally optimistic, but a solid news story often contains information

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

Companies that provide selfless information through particip

that is negative from the company’s point of view. Make sense? If so, pick up your press credentials and start typing

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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During the last period we can recall the Savings and Loan and Junk Bond Scandal everyone was up in arms over that. It led to a public mindset that all business people were greedy and evil. One songwriter in the band Jefferson Starship who wrote “We Built This City on Rock and Roll” had a verse in his song; “Someone always playing corporation games; Who cares they're always changing corporation names.”

If you are new to advertising, or if you're using media or publications you haven't tried before, it's important to assign your ads to outside specialists rather than try to create them yourself. These specialists may be the creative group at an advertising agency, a freelance writer and designer or the ad department of the newspaper, magazine, TV channel or radio station where you plan to advertise. Such people are experienced in translating information about a product or service, target market, U.S.P. (unique selling position) and advertising goals into advertising that suits each medium and conveys an effective image and sales message. Moreover, it's extremely helpful to work with and learn from specialists for several years before you consider doing advertising in-house.

Are you or someone you know techno-phobic? Do you have a customer base who is still relies on an old fashioned pen and paper to record appointments, dates, times, places and people? Help you’re average “Joe customer,” yourself or your loved ones to a custom calendar.

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Useful Advices - Top 7 Stories Reporters Don't Want to Hear

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