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We all want recognition and we’ve learned that one way to get it is through the power of the press. Whether a press release or a feature story, it is wise to

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

consider what makes something newsworthy.

An item or project is newsworthy when it is unique, timely, is relevant to an issue or ties into other issues, is c

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

Examples of combination products may in

ontroversial, thought provoking, reinforces existing ideas, shows new or unusual ways of doing things, or is interesting to the point of acceptance and repeat

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

ability.

An idea, item or project can be newsworthy by provoking a desired response, such as changing, I might need that someday, to I want that right now.

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

A person can be newsworthy when others strongly agree, disagree, want to know more, or be associated with that person.

A firm can be newsworthy when their st

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

Combination pro

ory causes people to think, These are the right people to help me (solve problem/realize success/meet time frame/achieve definite result).

There are three th

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

ings to consider:

What makes a story newsworthy for you.
What makes a story newsworthy for the magazine (or other outlet).
What makes th

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

e story newsworthy for the reader.

Here’s a brief checklist:

For You

1. Promotes Business (Market Sector) you’d like to Grow.
2. Promotes E

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

xpertise; Leads you to Dominate the Market.
3. Demonstrates your Technical Approach; is Difficult or Unusual.
4. Represents the Nature of your Firm

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

and the way it does Business.
5. Represents the way you attack Problems and Deliver Solutions.
6. Demonstrates Measurable Results, can be Duplicated

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

or Repeated for another Situation.
7. Represents your firm and the Nature of its Desired, Repeat and Ongoing Business.
8. Cements your Relationship

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

Following aspects would a

with another firm (s), Promotes Relationships that will bring you business.
9. Provides a compelling reason for customers or clients to want to contact

dd to the challenges in developing combination products:

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

you.
10. Gives potential clients and customers a way to easily find you and contact you.
11. Becomes a Marketing Piece to promote your firm (Direct

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

Mail, Website, Newsletter.)

For Them (The Magazine, Trade or Newspaper)

1. Delivers Fresh News that makes Readers Turn to Them First.
2. Great Project

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

or Idea of its Type. It Catches the Attention of those Wanting News.
3. Entices Revenue Sources for Regional Issues, Special Issues, Awards Issues, Proj

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

ect Success issues.
4. Generates ad revenue from those Associated with you, or from those wanting to reach the Readers in similar issues.
5. Are Hi

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

Professional from academic institutions, pharmaceutical industries, health care indust

gh Interest Items Reaching the Market, Defining a Market, Selling more ads or more issues.

For Them (The Reader/Potential Clients and Customers)

1. Shows T

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

hem a New Way or Better Way to do Something (Faster, Less Risk, More Dollars, Quicker Turn Around, Better Approvals.)
2. Demonstrates Business Success th

.

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

at Makes them Want to Know You.
3. Shows Project Success that makes You Become the Expert, Makes them Want to Contact You or Send the Article to One of

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

Companies that provide selfless information through particip

Their Contacts.

With this in mind, review each item according to the checklist of three’s – is it newsworthy for me, for the publication and for the readers?

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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