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Just Other Articles - Media Training: How to Avoid Being Misquoted
I often begin my media training sessions by asking members of the audience to raise their hands if they’ve been interviewed by the media. Almost all of the hands in the room go up. I then ask them to k
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
eep their hands up if they’ve ever been misquoted. Not only do virtually all of the hands remain up, but the usually nod their heads vigorously, followed by laughter.
Being misquoted is one of the big
Being misquoted is one of the big
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
gest plagues for any spokesperson. It can cause deep consternation for the interviewee, who has to sheepishly explain to her colleagues that she didn’t actually say what the reporter claimed she did.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
A former colleague from California, a well-respected scientist, recently e-mailed me the following note about an article that appeared in one of the largest newspapers in the United States.
“Don't kno
“Don't kno
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
if you saw it, but the paper did a write up of our work last week. The body of the story was fine, but the writer attributed some quotes to me that never came from my mouth and had some horrific tech
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nical errors. So what do you do?”
There’s good news and bad news here. The bad news is that you can never guarantee that the reporter will get your quote perfectly right. Journalists, being subject to
There’s good news and bad news here. The bad news is that you can never guarantee that the reporter will get your quote perfectly right. Journalists, being subject to
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
human flaws, will occasionally get it wrong. But the good news is that you have a lot more control than you think – and can exponentially increase the odds that the reporter will get your story right.
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
Here are four ways to reduce your risk of being misquoted:
1) Give Them the Facts: Let’s face it – the more you say, the more you stray. A lot of spokespeople get misquoted because they say too much.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
Instead of spending most of your interviews providing reporters with endless background, write a one or two page fact sheet which lays out the basic facts for them.
Providing a reporter with a writte
Providing a reporter with a writte
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
n fact sheet accomplishes several things. Most importantly, it allows you to tell the reporter what the story means during your interview instead of telling him what the story is. By doing so, your quo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e will contain your interpretation of the facts instead of raw facts devoid of context.
It also saves you time, since you don’t have to explain the basics of the story to each reporter who calls. Fina
It also saves you time, since you don’t have to explain the basics of the story to each reporter who calls. Fina
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
lly, because you’ve said less and repeatedly emphasized the meaning of the story, you’ve given the reporter more opportunities not only to get your quote right, but to make it meaningful.
2) Click, Cl
2) Click, Cl
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ack, Repeat: If you’re giving a phone interview, listen for the sound of typing on the other end – you’ll hear it when you say something that intrigues the reporter. That’s your cue to slow down, make
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
sure the reporter has time to capture every word, and repeat what you’ve just said.
The same is true during an in-person interview when a reporter is scribbling notes in a notepad. When you see her sc
The same is true during an in-person interview when a reporter is scribbling notes in a notepad. When you see her sc
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ibbling, slow down and repeat!
3) Click, Clack, Send: Some reporters allow their interviewees to respond to questions over e-mail. If you’re fortunate enough to have a reporter agree to an e-mail inte
3) Click, Clack, Send: Some reporters allow their interviewees to respond to questions over e-mail. If you’re fortunate enough to have a reporter agree to an e-mail inte
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
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
rview, you will have total control of your words. Just be sure to have a colleague check your response for unintended meanings and phrases that can be taken out of context.
Although you can use e-mail
Although you can use e-mail
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
interviews occasionally, you probably shouldn’t rely on them all the time. Your goal is to build long-term relationships with reporters – and that’s something better accomplished over the phone or in
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
erson.
4) Now, What Did I Just Say: Although reporters are under no obligation to read your quotes back to you, many of them will. If you don’t like the way you said something, they may not change it
4) Now, What Did I Just Say: Although reporters are under no obligation to read your quotes back to you, many of them will. If you don’t like the way you said something, they may not change it
.
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
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
– but if you misspoke and said something factually inaccurate, they will. You should ask them to read back your quotes during the interview, not afterwards.
You can also offer to help the reporter fac
You can also offer to help the reporter fac
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
t check the finished story. If you don’t like the way the reporter framed the story, she will be unlikely to change it. But if she has objectively gotten a fact wrong, she will almost always correct it
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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