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Media relations, simply put, is the business of building and growing reputations. One of the strengths of media coverage is that its free and gives great credibility because it is written by a third party, namely a journalist. But media relations does not s

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

imply end with an interview or article published. It is important to then use this media coverage to create opportunity for your business.

Here are ten tips for maximising the power of media coverage once you have gained it.

1. The Power of Momentum.

Onc

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

Examples of combination products may in

e one media outlet picks up on a story then others are also likely to run with the issue and look for new angles. Always look to a range of media outlets covering many different mediums. The power of momentum utilises the strengths of all, for example radio

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

print, TV and Internet. Radio acts immediately and is in competition to find updates to stories as they happen whereas print news sources will be more likely to find extra facts, perhaps a feature article or biography depending on deadlines involved.

2. M

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

aintain a positive, helpful attitude towards the media.

Remember the media is a people business. Build relationships with key people covering areas within your field of expertise. Always co-operate and respect deadline pressure. Remember you are not the on

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

Combination pro

y person trying to gain media attention and failure to return calls or providing poor information may result in journalists chasing another story.

2. Get reprints of print articles.

One of the most cost effective ways of leveraging media coverage is to as

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

k the publisher permission to run extra copies of your article as a reprint. Reprints can be used as handouts or to send to clients and prospects. Being endorsed by the publication strengthens the reputation of your company.

3. Record radio interviews.

If

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

you are going into a radio studio to conduct a live interview always take a blank cassette tape with you or minidisk. Ask permission for the station to record your interview. Then make copies of the interview to handout free to prospects or clients. Remembe

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

r the radio station retains copyright of the interview so you cannot sell it for commercial gain. You can only make copies to give away for free.

4. Customise articles for specific industries.

One of the hardest things about writing articles is developing

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

your main theme and a logical argument. Once you have done this it is a relatively easy process to customise articles for different industries. Identify few and effective key messages and package them well with examples rather then trying to include too man

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

y and complicating the article and making it difficult to read.

5. Encourage syndication.

If you are writing articles for a specialist trade magazine ask the editor if they syndicate articles to other magazines. Often smaller publications are syndicated t

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

Following aspects would a

o others who may share similar target markets. If the opportunity arises to have your article syndicated be sure to tailor it accordingly, perhaps take a different angle and ask the editor if you are unsure. Sometimes strong relationships come from asking s

dd to the challenges in developing combination products:

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

mple questions and identifying opportunities.

6. Use existing success to leverage into new markets.

Give your story credibility by highlighting previous successful campaigns or current examples that the media can identify with. For example of you have had

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

strong media support from one state and wish to enter a different state’s market explain the previous success in your approach, the media will be more likely to support something that has been identified with previously then to risk the unknown.

7. Offer

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

o be available to take talkback.

Always offer radio stations the opportunity to come into the studio and take talkback. This gives you more airtime and the ability to position yourself as an expert. Engaging with talkback callers is a great way to lift you

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

r profile, share your knowledge and help the station make great radio.

8. Offer to write a regular column.

If you have a range of ideas and can turn this into regular articles - why not break your expertise up by writing a regular column in a magazine. Th

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

Professional from academic institutions, pharmaceutical industries, health care indust

s will position you further as an expert and regularly put you in front of readers as well as strengthening your relationship with the publication.

9. Turn your articles into chapters of a book.

One of the most powerful ways of leveraging regular articles

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

is to re-write them for a book. This has a double benefit. You get the discipline and practise of writing articles and then this provides the basis for a book.

10. Use local businesses as an outlet for your product.

If you are going into a new market wit

.

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

a new product or service research what local distribution channels there are. When you gain media coverage for one of your products in a new market - for example a new book - immediately find a local bookstore in the catchment area of that media outlet and

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

Companies that provide selfless information through particip

approach them to distribute your book. Then mention this business in your media interview. This has a powerful effect in creating a win-win situation for both the local business and you. They get free publicity and you get a local advocate for your product

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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