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Have you ever wondered how to differentiate yourself from the competition without reinventing the wheel? Are clients clearly happy with the work you do, but don’t seem to be sending you business building referrals? If given

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

the choice between two sellers, would you buy from the one that advertised in your trade publication or the one that was mentioned or interviewed in one of the publications’ articles?

We’re all influenced by the media. We

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

Examples of combination products may in

may not like that idea, but when a product/service or provider is mentioned in an article or news segment, it puts them in a uniquely credible light. Someone else seems to think their opinion counts, so maybe you should too.

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

One way to differentiate yourself from the competition and build credibility with existing and prospective clients is to get yourself/company mentioned by a credible media source.

Getting you name and message out to the ma

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

sses can be a challenge, but it’s one worth taking. Essentially, you say or do something newsworthy and make sure the powers that be know about it. There are several ways to make this happen.

Write and Distribute a Press R

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

Combination pro

elease

The media won’t know you’ve done something unless you tell them. A properly crafted press release that highlights something newsworthy will get the attention of writers, editors and producers.

Next, you’ll need to e

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

ither distribute your press release to a media list you create yourself or send it through the wire service like http://www.prweb.com or http://www.prnewswire.com There are several advantages to using a wire service including

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

:

• Time savings – All you do is submit your release to the service and they’ll send it directly to media professionals that subscribe to their service

• Targeting – Most of the wire services allow you to target your distri

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

bution regionally and/or by industry segment

• Price – If time is money, you will potentially save yourself hours or research time by distributing your release through a wire service to a list of people that are looking for

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

content and are interested in hearing what you have to say.

Although creating your own distribution list can be time consuming, you’ll be able to target a few select recipients and can follow up via telephone or email to bui

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

d your relationship.

One final note on press releases…make sure to have your press release properly proofed. A typo or grammatical error tells the reader you’re sloppy and may not be the credible source he wants to talk to.

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

Following aspects would a

Call and Pitch

If you want to make sure the media know who you are and the benefits of working with you as a source, you can call and pitch yourself and your concept directly. When you call or send an email, make sure you

dd to the challenges in developing combination products:

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

have a deliverable prepared in case it’s requested. Good deliverables include a resume, a media kit, a link to your web site or a press release.

The advantage of pitching on your own, or hiring someone to do it for you, is

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

that you can begin developing your relationship and building credibility with the contact immediately, you can tailor or adjust your pitch “on the fly” if necessary and can take advantage of opportunities, like speaking at a

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

n event or writing your own article, you may not have considered prior to calling.

The disadvantage of pitching directly is that it can be time consuming to build your list and drill through an organization to find your targ

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

et contact. Many of us don’t like the idea of cold calling which is essentially what you’d be doing, but it is an effective way to get to worthwhile media contacts.

Respond to Queries

Some media professionals send out quer

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

Professional from academic institutions, pharmaceutical industries, health care indust

ies through the wire services to find sources for their articles. This method is clearly passive, but your time will be spent responding to actual opportunities rather than looking for the proverbial needle in a haystack. A

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

timely, appropriate, well written response to a query will not only get you quoted or interviewed in the media of your choice, but it will allow you to develop a relationship with a journalist that will hopefully rely on you

.

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

the next time a similar opportunity presents itself.

All it takes is time, tenacity and resources…and your prospects will see your name in print. Most people don’t buy magazines and newspapers to read the ads and writers a

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

Companies that provide selfless information through particip

re looking for solid sources to help tell the stories their readers want to read. A few well placed words can mean the difference between being a “product” your prospect is considering and the one well respected one they buy

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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If you’re a sales professional and have had at least on career misstep, how do you deal with that when you’re interviewing for your next great job? This is an important question because we interview top sales candidates all the time and while there are many people who have had a smooth career without any bad decisions or failed startups, inevitably, most people have probably encountered some difficulty in their career along the way, particularly if they’re risk takers.

Michael Gerber's offerings provide helpful advise for good small business practices. Are There Some Missing Components for Escaping The Entrepreneurial Treadmill?

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