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For years, PR practitioners have argued that one of the best ways to garner publicity is to "go where the media is gathered." Finding the pre

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

ss is the easy part, but turning its attention towards yourself or your company in a beneficial way takes strategy, chutzpah, and good fortun

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

Examples of combination products may in

e.

When Janet Jackson performed at the Super Bowl in 2004, her suspicious "wardrobe malfunction" turned the eyes of the nation upon her, 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.

the furor following the event put her prominently in the news. Whether or not Jackson planned the incident, it failed to sell her CDs or adv

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

ance her music career.

A publicity stunt is only worthwhile when you are able to leverage the media spotlight to further your communication

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

Combination pro

objectives without damaging your credibility. Here are a couple of publicity stunts that worked and the strategies behind them:

1) In 1984,

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

I broke the Guinness World Record for the most time swinging in a hammock. Interestingly enough, the record I broke was my father’s, and he d

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

ne this a few years earlier as a way to get media attention for his store specializing in hammocks. The stunt worked for my father, and he go

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

t some favorable write-ups that led to an increase in sales.

My hammock record was even more successful in creating publicity because I tied

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

it to a timely event. I sent out press releases and contacted the media notifying them that I was breaking the record as a way to gain atten

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

tion in a bid to make hammock swinging an Olympic sport. Since I broke the record just before the Summer Olympics in Los Angeles, the media l

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

Following aspects would a

oved the story and covered it in print and on television. Sales of hammocks rose even higher.

2) John Younger, founder and president of Acco

dd to the challenges in developing combination products:

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

lo (an HR recruiting company), read a front page story in USA Today about a controversial Paris Hilton television commercial for Carl’s Jr.

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

It struck him that she had probably never eaten a hamburger in her life – and that this could be tied to the concept of hiring the right pers

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

n for the job. With this in mind, he proceeded to create a 30 second spoof video entitled “Rethink Recruiting” emphasizing how hiring the rig

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

ht person makes all the difference.

Accolo’s advertisement generated millions of downloads from the company’s website, and it was prominentl

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

Professional from academic institutions, pharmaceutical industries, health care indust

y featured on Good Morning America, Jay Leno, WGN, The Big Idea with Danny Deutsch (MSNBC), the New York Times, New York Post, San Francisco

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

Chronicle, San Francisco Business Times, and many more media outlets.

In a recent email from Younger, he wrote “Accolo has considerably more

.

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

market awareness when we contact prospects, referral sources and candidates… It positively influenced our largest contract to date.”

If you

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

Companies that provide selfless information through particip

’ve pulled off a publicity stunt that helped your achieve your business objectives, I would enjoy hearing about it and sharing it with others

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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Deciding to leave your job is never to be taken lightly. Your job impacts your relationships, lifestyle and overall health. You have to be selective about the employer you hire. Yes, the employer you hire.

Over the years I have run local businesses and multi-State operations as a franchise system. One thing I learned early on in my 20s was that networking works at the local level and later I realized that networking at the National Level works well too.

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