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As a new business, attracting customers who will buy your product or service is paramount. There are many different ways that you can go about this, but if you have the time to invest in applying your own publicity-getting skills, PR will return some excellent results for your

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

business – at very little cost.

Public relations, or PR, is literally, the relationship your business has with its public. The relationship you create with your public will have a profound effect on the future of your business, and this is where PR comes into play. PR is how y

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

Examples of combination products may in

u publicise and build enthusiasm for your business among your public, and in successfully doing so, creating widespread awareness and driving sales.

Here are some simple steps for you to use to create a buzz for your new business:

1. Make sure your product or service is ready.

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

This is your immediate priority before you even start to think about PR. You need to make sure your product is ready for public consumption – get it out, make sure it works and does something that people care about.

As PR drives customer demand, if the product is not available

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

to buy when the coverage appears, you’ll be missing out on sales, or even worse, driving customers to your competitors!

2. Know your market. Successful PR is all about reaching the right audience with a message that is appropriate and meaningful to them. If you fail to know y

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

Combination pro

our target audience and the publications that they read, implementing the rest of your PR actions will be virtually useless.

There is no point aiming to get into the Financial Times when your customers are more likely to read The Sun.

3. Learn about the media outlet before you

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

ontact them. In defining your target audience, you will also know what they read, what radio programmes they listen to, what TV programmes they watch and what websites they visit. Take your time to educate yourself about the media outlets you are targeting. You need to get an

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

idea of the type of story you need to present to optimise your chance of coverage.

4. Your message. The centre of your PR campaign is your message. Make sure it's clear, concise and brief. If your message can't be summed up in a few sentences, it's too complicated and editors

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

on't read it.

You also need to focus the materials you send to help the editors or producers. This means anticipating and answering their questions, labeling photographs and explaining why your story is worthy of coverage.

5. Getting media coverage. Getting newspaper coverage o

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

r a mention of your new product or service can go a long way towards creating a buzz. Target both the local and national press as well as your industry’s trade publications. Often, the coverage you get in a trade publication will create the biggest buzz, as its read by all of y

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

ur competitors and investors.

The best way to get media coverage, is to gauge the types of stories that are hot—current events, breaking news, the latest scandals—and tie your business in with them. Every journalist is looking for a different spin on the story of the day. 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 can think of a way to present the story with a fresh angle, even consider using a human interest link, and associate it with your business or product, you’ll be watching the coverage come in!

6. Develop a relationship with and use the local media. Your relationship with jour

dd to the challenges in developing combination products:

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

alists is very important and is the basis of your interaction with the media. These relationships take time to develop, and this time should be viewed as a long-term investment.

If you have not yet established a relationship with the local press, read the local publications and

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

get the names of the journalists who cover your specific topic. Check out the online version of the publication and search for articles by those journalists. Give them a call and introduce yourself. Journalists are constantly looking for news and this is a great way to start

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

relationship with them.

When your business gets a significant new customer, moves from your home to a real office, wins a community award or takes on a new employee, don't hesitate to call an appropriate journalist. You may not always get coverage, but you have nothing to lose

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

by cultivating these relationships.

7. Write a feature article. Write an article for your local newspaper or trade publication on a subject that relates to you or your business. If the article is well written and is specifically targeted to the readers of that publication, it

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

Professional from academic institutions, pharmaceutical industries, health care indust

could bring you the publicity you seek.

8. Start a Blog. A blog, similar to an online diary, is a great way for you to position your business in the eyes of your customers, your industry and the press. It can demonstrate that you are a leading authority in the industry and all

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

ows you to engage with your customers and potential partners.

Furthermore, businesses who actively use blogs as part of their marketing program have discovered that blogs bring in more visitors to your website and that a high percentage of those who visit a blog, if properly inf

.

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

uenced through that blog’s content, will actually buy from their business.

9. Public Speaking. Give talks or teach classes about your profession or business to local groups such as the Chamber of Commerce, or at industry trade shows, roundtables and conferences.

10. Persistenc

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

Companies that provide selfless information through particip

e. Persistence is the single most important factor when it comes to making your PR campaign a success. If you have a good plan, and devote enough time and energy to carrying out that plan, you will obtain a great deal of positive publicity for your business - at very little cost

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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At Beyond Philosophy we worked with a client a while ago whose account managers and sales teams never used to speak to anyone! They just used to send emails. If the customer called in they were greeted by answerphones which were kept on all day. You see the sales teams were all busy doing “real” work. The customers were just interrupting them. Surely this must be the height of “inside out” behaviour...

Your marketing messages focused, and working together, or are they competing with each other?

The biggest investment you make into networking is your time. And most people don’t budget it adequately to maximize their results.

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