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Simply put, public relations helps organization X reach its target audience Y. The means to reach the target audience vary — advertising, brochures, direct mail, newsletters, spe

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

cial events and media relations — to name a few.

Often, public relations is the ability to make something ordinary and turn it into something extraordinary.

Media relations is

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

Examples of combination products may in

an area that gets a significant amount of attention. For many, it remains a mystery as to how a story gets into a publication.

Media relations is the art of building relationshi

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

s of trust and mutual interest with reporters. It’s a step up from publicity for your product, service or event, or asking reporters and editors to do your marketing for you. Rem

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

ember, reporters don’t work for you (or me) - they work for their editors, readers, and viewers.

Try an approach that builds better relationships with give and take, generating

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

Combination pro

more call-backs, and ensuring that your calls are returned down the road. How? Position your organization as a resource to the press.

Resources offer instead of asking; they hel

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

reporters and producers develop story ideas, gather background information, analyze market trends, comment on breaking news, or suggest subjects (and people) for feature stories

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

. They’re responsive, credible and respected.

If this is a major shift from marketing for you, here’s am eight-point checklist to position your company or client as media resour

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

ce, not a marketing nuisance!

Return calls promptly. Respect reporters’ deadlines and they’ll keep calling for your expert wisdom.

1. Don’t push your own agenda. Listen care

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

ully to what the reporter is looking for and why — even if the story isn’t about you. Clarify the intent and objectives in talking with you.

2. Clarify uncertainty. If you ha

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

ve any uneasiness about where the reporter is going with a line of questioning, respect it: ask about the thinking behind the question.

3. Go off the record at any point if y

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

Following aspects would a

ou’re uneasy or concerned about being misquoted. Say so plainly: “off the record and not for attribution”; ask the reporter to confirm. (Remember Watergate and Deep Throat?)

4.

dd to the challenges in developing combination products:

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

Be forthcoming. If you don't have answers, say so and suggest other colleagues who may have them. This positions you as a fair and accessible source to come back to, even if so

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

meone else gets the mention this time.

5. Thank the reporter. Acknowledge that the reporter has an interesting and challenging job and thank her/him for the opportunity to di

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

scuss your story. Ask whether or when the story will print or air so you can look for it.

6. Follow up. When you see a piece about your story, always send a note or e-mail of

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

thanks. Even if the reporter didn’t give you the most positive presentation, be gracious and let the reporter know you’d like to suggest stories from time to time and ask about w

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

Professional from academic institutions, pharmaceutical industries, health care indust

hat kinds of things s/he might be interested in.

7. Log your lessons. Log all media calls to shorten your learning curve: track who you spoke with; questions asked and answer

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

s given; notes on the reporter’s style or approach; what worked well; and how the story played.

8. Finally, keep your notes, you’ll need them to maintain a connection and a r

.

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

lationship with the report. Keep track of which papers and reporters covered your story, how receptive they were, and whether the story was a positive, neutral or negative piece.

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

Companies that provide selfless information through particip

Media relations doesn't have to be expensive but the potential return can be substantial. A story in the media offers a third party endorsement that you can't get anywhere else

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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