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You've just reviewed the final results of your last pro-active media campaign to launch that new product or service. The numbers look pretty good: media impressions were in the millions; coverage was evenly split betwee

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

n broadcast and print; and a leading national paper ran three stories on the launch-pretty impressive. But could it have been better?

Analyze this
Analyzing issues or campaigns is the first big step in truly u

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

Examples of combination products may in

derstanding any communications success or failure. With busy schedules and/or tight client budgets, more often than not, media analysis isn't always carried out. A big investment is being made on gathering the media conte

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

t, but not on measuring and analyzing the trends, successes, and areas for improvement. Stories are often filed away immediately or distributed to a limited group, never to be looked at again or analyzed at all.

If y

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

u're already conducting ongoing media analysis half the battle is won. But if not, you can bet your client or director will demand it soon. New analysis technologies combined with increased expectations to determine comm

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

Combination pro

unications ROI (Return on Investment) are making analysis a must, not a should.

Once you've determined the need or importance of analysis, what's next? This is where the confusion can set in. As can be expected, everyone

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

has their own definition of how media content should be analyzed based on their own experiences. And usually the issue of PR standards and formulas arise…and that is when things often can come to a stand-still.

But befo

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 you get into how you are going to analyze, you must first determine what you're interested in analyzing. Here are a few considerations:

Track success in key publications and mediums based on demographic suitab

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

lity

Evaluate key message penetration in media stories

Track quality - not just quantity - of coverage

Determine success vs. competitors

Success of spokesperson pick-up

Deter

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

mine campaign ROI

Measure advertising equivalency (if you must!)

Monitor regional penetration comparisons

Tabulate media impressions/audience numbers

Compare key issues and/or product

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

enetration

Resulting editorial or other media commentary/letters to the editor

There are endless ways of analyzing and cross-referencing the information. But you should note that you can accomplish a

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

Following aspects would a

l of the above considerations without getting into confusing PR multipliers or complex formulas. The key is to determine what you're interested in evaluating and create benchmarks for future comparisons. And if you still

dd to the challenges in developing combination products:

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

want to add in PR multipliers you can, as long as you consistently keep to the same formula. So whether you're multiplying by a factor of 3, 5, or 10, the coverage is always being evaluated in a consistent fashion and

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

can therefore be viewed as an unbiased and accurate portrayal.

Go Electronic, Go Real-Time
Reviewing the success of a new product launch, the impact of a crisis on your organization, or a monthly comparison af

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

er-the-fact can provide valuable insight for future planning. But imagine the change you could make if you have real-time data available to you at your fingertips in an instant. Using real-time data you could monitor:

<

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

What regions are having the most success and which need attention

Misinformation being published so you can correct it

Which publications need another follow-up call

Which issues are get

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

Professional from academic institutions, pharmaceutical industries, health care indust

ing the most attention

The quality and tone of the coverage

The impact on your organization

What tactics are working and which aren't

How you can piggy-back on recent media trends or c

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

ompetitors' tactics or success

The benefits of real-time analysis are endless and important. Knowing that you can have a timely affect on the final outcome of a new product launch is empowering and helps speak

.

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

to the real power of PR.

A combination of real-time analysis and benchmarking will provide you with the tools to improve the results of a campaign mid-stream and properly analyze its success using a predetermined set of

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

Companies that provide selfless information through particip

objectives and consistent criteria. So make 2005 the year you start benchmarking your analysis-an opportunity to learn more about the impact your communications strategies are having will pay dividends for years to come

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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