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Effective Media Relations Tips - What To Do After The Media Interviews You! By Thomas Murrell MBA CSP, International Business Speaker You've done all the hard work - prepared a med

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

ia kit, engaged with a reporter and they've listened to your message and asked questions.

What now?

Well, effective media relations doesn't just stop once you have been interviewed.

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

Examples of combination products may in

There are many ways to leverage your media experiences to help build your brand, reputation and image management skills.

Here are five tips on what to do after the media has intervi

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

wed you.

1. Implement a Professional Media Monitoring Service How will you know what media coverage you are getting if you don't monitor it?

Media monitoring collecting and evalua

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

ing all press featuring your company or industry. The media however can involve print press, radio, websites, TV and even blogs and it is wise to enlist a professional media monitorin

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

Combination pro

service. These services use keywords to search all media outlets and email summaries immediately to the company with links to the full articles. Often media monitors can break down s

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

earches to specific geographical areas. These services provide a far more precise and detailed evaluation of your company's media with less chance of missing something that has been p

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

blished.

2. Analyse Your Quotes

After the story has been run analyse which quotes the reporter has used. Often a one-hour interview may result in just one or two key quotes being se

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

ected by the journalist. This offers an insight on the way the media operates and what journalists look for in interviews. The more you understand how the media works, the more you

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

an customise your message to what they want and the greater the chance of success in your comments being used by the media.

3. Understand What Quotes or Sound Bite Elements Were Used

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

Pay particular attention to exactly which quotes were used and how effective they were at relaying your message. This offers a personal insight into your own media techniques and can

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

Following aspects would a

identify areas that require further attention and training. For example: simple, direct quotes are often favoured by the media. If a lot of the article has been paraphrased perhaps y

dd to the challenges in developing combination products:

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

ur messages were too long or confusing or weren't articulated well.

By combining your understanding of the quotes used, identifying areas of weakness in the interview and examining t

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

e workings of the media you will have a greater understanding and chance of stronger media relations in future interviews.

4. If You Like Your Quotes Re-use Them

Good quotes are lik

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

diamonds. They are often formed under intense pressure. They are valuable, unique and when polished, cut and set can really make you shine. If you've made the diamond and had it set,

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

why not show it off as many times as possible.

If your quotes communicate your message well, re-use them again and again. Not only are they effective in relaying more message but hav

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

Professional from academic institutions, pharmaceutical industries, health care indust

e been approved for use by the media, that is they identify with what the media views as a "good" quote. It is more important to communicate your message confidently, clearly and cons

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

stently than it is to be original.

5. Never Get Angry or Trash The Media

If you get interviewed but not quoted, resist the temptation of trashing the newspaper, magazine or reporter

.

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

and getting angry. Instead, analyse the quotes that were used by others and try to improve your message delivery so they could have been better crafted and therefore more likely to be

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

Companies that provide selfless information through particip

used. The quickest way to improve your knowledge in this important and growing area is to learn more about how to craft messages that even the most cynical reporter will want to use

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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