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Everyone knows the value of free publicity. And given the opportunity, most businesses would jump at the chance to have a n

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

ews article written about them, or to be covered by TV and radio stations.

But the chances of those stories coming to you

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

Examples of combination products may in

on their own are very slim. That’s why smart businesses go out of their way to create news, and bring free publicity to the

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

m. And it takes a lot more than just your run-of-the-mill press release.

In fact, blanketing every available news organiza

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

ion with generic releases will do you more harm than good. Do it too often, and your releases will start hitting the round

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

Combination pro

file before they are even read.

Just like every other aspect of your marketing, publicity campaigns need to be targeted 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

be effective. Because even if you do manage to score a write up in your local paper, it won’t help you much if your target

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

customer isn’t a subscriber. Find out what papers and magazines your prospect does read, what newscasts he listens to or wa

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

tches, and target those.

Once you have your targets chosen, make sure you have something that will be of interest to them.

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

Remember, you’re not writing an ad for your business. You’re trying to convince a reporter that you have a story she will

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

ant to cover. To do that, you need to know the outlet you’re sending your release to, and what kinds of stories they consid

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

Following aspects would a

er news.

It’s a rare media outlet that will care about your new product, or sale, or internal promotion – unless you give

dd to the challenges in developing combination products:

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

them a good reason to. You need some kind of emotional hook that will make your story interesting to the readers/listeners/

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

viewers.

Can you tie your product or sale to a news event? Or better yet, can you create an event of your own? Staging an

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

nusual event or charity benefit can get you lots of positive coverage.

Don't just stop at news releases. Write articles on

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

some new development in your industry and submit them to the publications your prospects read. Distribute ezine articles f

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

Professional from academic institutions, pharmaceutical industries, health care indust

ar and wide over the internet. This establishes you as an expert and gives you exposure.

When you do have an article publi

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

hed or a story done on you, milk it for all it is worth. Make copies and use them in your marketing. Frame them and put the

.

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

m up in your store if you have one. At the very least, tell people you were featured in such-and-such publication.

Publici

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

Companies that provide selfless information through particip

ty can be a great marketing tool. But bottom line is, you have to make it happen. And use it to your advantage when it does

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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You will be surprised how successful networking is in the search for a great job. Find out how to employ this tactic to get yourself employed in a fantastic career.

In order to BE a self-employed person you have to stop thinking like an employee and see yourself differently.

Having a USP helps make you look like you are on the customer's side and not just out to prey on unsuspecting passer bys. Instead of raving how you're number 1 (like everyone else), you can appeal to their benefits.

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