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Not so long ago, small businesses and non-profit organizations across the board were faced with a tough question: do we need a Web site? We know the answer to that as the majority of small businesses and non-profits offer effective sites that not only pr

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

ovide information but can sell products, accept online donations, and raise awareness.

The new question facing them now is: Do we need to hire a PR agency?

Unfortunately, though many small businesses and organizations would like to retain a PR firm, th

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

Examples of combination products may in

cost just doesn’t fit into the budget. Well, that doesn’t have to be the case. Small businesses and non-profits can manage their own media relations with the help of a few tools of the trade.

Online Press Kits: Everything a business or organization’s p

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

ress kit contains can be published and distributed on the Internet with online press kits. Now, an online press kit is not a Web site. Don’t be confused by the term “online.” Though an online press kit can be displayed online and present information like

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 Web site, it is really a virtual folder or briefcase that allows an organization to upload and store press materials on the Internet.

Once in an online press kit folder, these documents and images can be distributed as links – not attachments to e-mai

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

Combination pro

ls. Most e-mails with attachments never reach their designated recipient in the media due to firewalls and anti-virus protection services. With an online press kit, documents are added as links within the message.

An online press kit can be linked direc

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

ly to a Web site so that when the media visits in search of news and background information, they’ll know exactly where to go. Changes and edits can be made instantly, preventing outdated or incorrect information from being distributed. Plus, some online

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

press kit services are so simple to use and manage; an organization won’t need to hire an “IT guy,” another budget-friendly feature.

Online press kit services vary greatly in terms of price and features. Take some time to research your options and iden

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

ify your needs before committing to one service over another. Some services include features you probably will never use (but pay for), while others may not provide enough services, such as training or support.

Web-based Media Lead Services – One of the

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

greatest benefits of the Internet is the ability to rapidly obtain information. What used to require a hard copy media guide or CD is now available from a number of providers online. An organization can reach virtually hundreds of thousands of media con

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

acts with one click by listing spokespeople as experts, offering timely quotes on current events, or responding to the hundreds of media leads that come in daily from journalists on deadline. There are many providers out there that vary in cost and quali

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

Following aspects would a

ty. It is worth the time and effort to do some research on which service is best for your budget and your needs. Some services are even free. Services that are used by the most media professionals will likely cost more than ones with lower membership.

W

dd to the challenges in developing combination products:

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

b-based Media Databases – Your business or organization has hot news and you want to let every daily newspaper in the country know about it. First, you must visit each paper’s Web site individually, record their contact information, compile a list and th

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

en blast that news out there. However, by the time you did that, your news would be at least a month old. Ouch.

Media databases to the rescue. There are many services available online that provide up-to-date media lists from every medium and market you

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

an imagine. Most require a membership or subscription fee, but it is well worth the money if the alternative is to compile a list manually. Services of this type include BurrellesLuce Media Contacts program (www.BurrellesLuce.com), Bacon’s (www.Bacons.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

m), and Contacts on Tap (www.ContactsOnTap.Com).

Press Release Distribution Services – Got a press release that the world needs to see? You could compile the list as we mentioned above (the hard way), or use a media database – but you could also leave i

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

Professional from academic institutions, pharmaceutical industries, health care indust

to the experts and submit your release to a distribution service, or “wire.” There are many services available at various costs. One service is PR Web (www.PRWeb.com) which not only can run your release for free (limited distribution), but allows you to

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

specify Internet search terms, making the release easily accessible to Web users.

The media savvy and expertise of media relations professionals is worth the money, but when the money just isn’t there, small businesses and non-profit organizations can

.

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

ap the talent they have within and combine it with technology designed to make communication easier.

If you need some help developing your press documents, take a look at the press kits of other businesses or organizations in your area. There are also m

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

Companies that provide selfless information through particip

any Internet resources available that can provide tips to writing your own press releases and news announcements.

Managing media relations in-house is not impossible and can be a fantastic way to reach the media as a small business or organization grows

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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So what is the value of training? Many organisations say they now agree that their work force is their greatest asset and so investing in their development is both necessary and worthwhile these organisations place a high value on training. However, some still see training as a necessary interruption to work and productivity and place very little value upon it. Do you need to quantify and measure it? Is the value you place on developing your staff and management purely monetary or is there a greater benefit to the individual and to the organisation?

If you don't remember anything else about marketing, remember this: Frequency is king. Part 3 in a case study article series on how one small online business became a success on a very limited budget.

Dave Hampton believes he has found his purpose now he has become the carbon coach. In this article he explores where his sooty bus is going!

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