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A sound bite is a short quote that boils down a longer message into an easy-to-repeat, memorable phrase. In today's fast-paced world of mes

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

sage overload, the sound bite is even more powerful than it has ever been. A major objective of media training is helping you learn to thin

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

Examples of combination products may in

in sound bites.

How can you do this? When you are talking with colleagues about your product, service or issue, listen for sound bites pe

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

ple are already using. If you are developing talking points during a media training session in preparation for specific interviews, do so w

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

ith sound bites in mind. What will make it into print? How can you translate a conversational style (which tends to be more wordy) into a s

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

Combination pro

ries of short, message-specific phrases?

The reason media training focuses so much in getting you to think in sound bites is because that'

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

how reporters think. When it comes time to edit your interview, they'll be editing with sound bites in mind. If you give a rambling, long-

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

winded interview, you may be shocked and disturbed to discover that your comments are edited drastically, possibly changing your meaning en

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

irely. When you speak in sound bites to begin with, you make the media's job easier, and it becomes much more likely that your comments wil

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

make it into print or onto TV in the way you intended.

Take, as examples, the following famous sound bites and consider what they were ab

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

e to accomplish.

And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
strong>. John F. Kennedy

President Kennedy was known for his ability to instill in the American people a sense of patriotism. His ina
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
gural address, and this sound bite in particular, are forever remembered as classic moments in U.S. history.

I will not exploi
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
, for political purposes, my opponent's youth and inexperience. Ronald Reagan

This comment quickly put an end to sp
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
eculation that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Co
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
hran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

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

Professional from academic institutions, pharmaceutical industries, health care indust
ave nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural addres
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s, gave hope to the American people during the time of the Great Depression, urging them not to lose hope in the face of economic crisis.

.

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
hese sound bites have stood the test of time because they are powerful, succinct statements that say exactly what the speakers intended to
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
ay. They are message-rich sound bites, the kind you need to develop for your interviews, if you want to get your messages out to the public

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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Just Other Articles - Media Training: Sound Bite Power

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