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I was confronted (yet again) last week with a pointed reminder of one of philanthropy's biggest Achilles' heels – the often overlooked or misunderstood importance of integrating innovative communications strategies into every program.

It happened during a v

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

ery interesting presentation at the Philanthropy's Sweet Spot Forum, co-sponsored by Rockefeller Philanthropy Advisors and the Stanford Social Innovation review. The speaker was Peter Goldmark, now Director of the Climate and Air program at Environmental Def

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

Examples of combination products may in

nse(ED) (one of the best organizational communicators I know), formerly presiding over the International Herald Tribune and the Rockefeller Foundation. Obviously, Goldmark is one smart guy who knows how to engage his audience.

He told the story of his progr

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

m's proposal to FedEx to help transition their fleet to hybrid trucks. ED's condition? That every FedEx employee receive the opportunity to learn about this change, and its benefits for the climate.

The partnership took off and the transition is in progress

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

The new hybrid trucks will signal this change in their blue and green color scheme, and for the ubiquitous FedEx truck, that color change is a high-impact communications signal.

This is a win-win partnership. ED's Climate and Air program derives these bene

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

Combination pro

its:

• Acclaim for driving a high-visibility conversion to hybrid.
• Lasting impact – fuel savings build every day.
• A powerful new corporate ally.

And FedEx also benefits, gaining:

• High visibility as a socially-consci

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

us corporation
• Energized, engaged and more aware work force
• Cost savings in its bottom line

All in all, a great example of innovative social/private sector partnerships. But something interesting happened during the Q&A period. When

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

forum participant asked for Goldmark's advice on how to get the word out on the questioner's paralympic program, commenting that program is nothing without awareness and action, Goldmark bemoaned the fact that it's almost impossible to communicate effective

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

y in this age of information and advertising overload. He advised that "you can't push messages anymore" (not quite true, as I see it) and suggested that participants "look to youth, that's where viral marketing happens."

To hear this optimistic and visiona

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

y leader, and excellent communicator, express a defeatist view of the role of communications caused me no small amount of agita. During his excellent presentation, Goldmark repeatedly encouraged the audience to challenge the points he made. So I took him up

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

n his invitation to challenge, making these points:

• Program has no impact without communications. The two strategies are halves of a whole.
• There are innovative ways to ensure program goals are reached, but broad impact is possible only w

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

Following aspects would a

en strategic communications are integrated in the agenda from program planning forward.

As a matter of fact, integrating communications in program IS an innovation.

Goldmark graciously thanked me for my comments and perspective, as did many of the othe

dd to the challenges in developing combination products:

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

participants. I hope he takes them to heart.

EVENT POST SCRIPT On further reflection, I emailed Goldmark with these communications recommendations for the ED/FedEx program:

• Put the FedEx delivery force into action as viral marketers

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

arming them with a couple of punchy talking points about their hybrid trucks.

Viral marketing isn't captive in the realm of "youth." It's as old as whisper down the lane.

ED strategically ensured that FedEx employees were schooled on the transition to hyb

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

id trucks. Why not now ask these folks to carry the message forward? I know my FedEx woman well, and we chat several times weekly. We already have a relationship, so hearing the hybrid story from her would be meaningful.

This strategy will amplify the progr

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

m's goals by:
• Building understanding of the value of hybrid vehicles among FedEx senders and recipients.
• Improving FedEx's profile as a good corporate citizen.
• Reinforcing the program's environmental values among FedEx employees

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

Professional from academic institutions, pharmaceutical industries, health care indust

Add a few lines to the back of hybrid FedEx trucks right below the "1.800.Go.FedEx" number.

The audience (drivers behind the truck, whether moving or parked) is captive. Great opportunity.

Here's what I suggest.
• Ask me about my hybrid truck

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

• Less gas.
• Cleaner air.
• Here's how www.FedExGoesHybrid.com (or some other memorable URL)

This strategy delivers the same benefits mentioned above, but to a broader audience, and at minimal risk or cost.

Do Whatever

.

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

You Can to Showcase Communications Successes, Relevant Models, and Return on Investment(ROI)

If communications is missing from Peter Goldmark's perspective, then I'm certain that it's missing from the lens and conversation of most nonprofit and fou

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

Companies that provide selfless information through particip

dation staff members. That means nothing is more important for those of you charged with communications than to become persistent advocates for communications as the strategy necessary for maximizing program impact. Make, and keep, that #1 on your To Do list

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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