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Media relations can be difficult, but also rewarding. And the lessons we learn from working with newspapers, magazines, radio, television, and online publications should incr

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

ease the effectiveness of all our communication initiatives.

That's because dealing with the media parallels our dealings with other stakeholders. In media relations, the co

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

Examples of combination products may in

petition to be heard and get a response intensifies. As the old saying about New York goes, "If you can make it here, you can make it anywhere!" So, if you can get the media

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

to pick up your 'story,' you should be able to get other stakeholders to do the same.

To get media attention for your story, you'll need to make it appealing to reporters an

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

editors. One way to do that is to ensure it includes at least one of the four characteristics that make a story attractive to magazines, newspapers, radio, television, and o

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

Combination pro

nline publications.

These characteristics come out of a chapter on media relations in my book, A Manager's Guide to Newsletters: Communicating for Results. In turn, that was

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

based on 10 years I spent working as a radio news writer and announcer, and subsequent freelance contributions to print and electronic media.

While the details vary from med

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

ium to medium, reporters will look for these characteristics in your news release or article: widespread interest, something new, something dramatic, or timeliness.

Widespre

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

d interest refers to the degree of relevance for readers, listeners, or viewers. And, that's specific to the audience of individual outlets. For example, a subject may be rel

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

evant to listeners at a youth-oriented radio station, but not an adult-oriented station.

Something new refers to unique or previously unknown information, as in conventional

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

news stories. It may also be a new perspective on existing information (which is what most columnists and commentators create).

Dramatic interest: Does an unknown factor som

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

Following aspects would a

how grab readers' or listeners' imaginations and not let go? As I'm writing this, a strike by teachers dominates the headlines. And, we ask, "How long will the strike last?"

dd to the challenges in developing combination products:

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

and "Will students be able to complete their school years?" Two questions with inherent drama in them.

Our fourth category, timeliness, kicks in most often around major holi

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

ays and important events. Most obviously, stories about the Christmas spirit in December, articles about making and keeping resolutions in January, and gardening stories in s

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

pring. Many quick-moving media relations campaigns also connect with high-profile events.

Now, as you can imagine, stories often have overlapping characteristics, so for exa

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

ple, as the teachers' strike goes on, we can expect articles about skipping the traditional spring break holiday so students can catch up. That directly brings in both drama

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

Professional from academic institutions, pharmaceutical industries, health care indust

and timeliness. Indirectly, it also increases widespread interest, because others will be affected if spring break is cancelled (think of resort employees, for example).

Her

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

’s where the parallel with other communication comes in. If your other communication includes one or more, and preferably more of these characteristics, then it should be mor

.

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

e effective. In fact, you might even start by asking yourself which characteristic you’ll try to include when you write your next memo.

In summary, by ensuring your story in

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

Companies that provide selfless information through particip

ludes at least one of the four characteristics, your media relations initiative is off to a good start. In addition, you'll improve your communication with other stakeholders

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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Non-cash incentive programs and fringe benefits can have a powerful influence on attitudes, that should in turn improve results. You can give employees the greatest incentive program, however, by impairing a sense of ownership in the organization...

It is observed that if a spinning mill follows the steps recommend as above, they can function their ring frames at speeds up to 25,000 rpm (It appears that 25,000 rpm is still the higher limit even at ITMAA Singapore October 2005) without either rising the breakage rate weakening yarn quality. The recommendation provided here is based on experts' experience of functioning with many spinning mills in India and Indonesia increases spinning productivity.

Many businesses fail to realise the amount of time it takes to get a new employee fully trained. It can take anywhere between 1 and 6 months to train a new member of staff. It can also take the same amount of time to find out if they are suitable for the job in the first place!

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