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So you’ve hung up your shingle and customers aren’t exactly beating a path to your door. What can you do? W

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

ell you might think standing out on the street with a megaphone will do the trick. And it may be one way to

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

Examples of combination products may in

gain attention for your business, but an overall public relations plan incorporating a number of promotion

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

al ideas could be just what your business needs.

Public relations is communicating who you are, what you d

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

and how you make a difference. It's about having successful “relationships” with your “public”. They could

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

Combination pro

be friends, clients, potential customers, competitors or the media who can all help spread the word about

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

your business.

One way of communicating your message is through publicity or media relations. Sending out

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

media releases to create awareness of your product or service is great publicity but is just one tactic of

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

n overall PR plan that you could incorporate in to your business.

Lets look at a few other ideas:

1. Spec

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

ial events such as an open day, a fund raising event, trade show or award night

2. Product launches and pr

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

oduct giveaways to the media

3. Newsletters email or hard copy – direct communication with your public, cl

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

Following aspects would a

ients and customers

4. Write articles about your area of expertise and submit them to business or consumer

dd to the challenges in developing combination products:

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

publications

5. Fact sheets or tip sheets– written information about your product or service that you can

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

include with any mail outs or have in your reception area

6. Create a website. This is your online PR broc

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

hure but you need to keep telling people about it

7. Public speaking – free speeches to Rotary clubs or ot

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

her organisations is a good way of letting people know about your business and area of expertise

8. Networ

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

Professional from academic institutions, pharmaceutical industries, health care indust

ing – join organisations of like minded people such as Business Women’s Networks, the National Speakers Ass

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

ociation or your local Chamber of Commerce

9. Sponsorships – if you don’t want to organise an event sponso

.

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

r one that somebody else is doing. Make sure your sponsorship is acknowledged on any advertising and other

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

Companies that provide selfless information through particip

communication collateral

10. Something as simple as sending thank you notes and letters is good personal P

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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Emotion in negotiation is a very common thing. Yet, many negotiation authorities suggest that being emotional is a sign of a weakness or is the behavior of an unsophisticated negotiator; some say that emotions must be repressed. While it is possible to manage your emotions, it can be nearly impossible to hide from them. In fact, doing so would be really dumb, in my opinion.

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