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Sure. What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts. Then goes on to create, change or reinforce that opinion by reaching, persuading and moving-to-

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

desired-action the very people whose behaviors affect the organization?

I call it public relations, and one heck of a natural phenomenon!

In fact, I believe it's the fundamental premise of public relations. Especially when it deals with the surviva

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

Examples of combination products may in

l of just about any organization by successfully altering the perceptions and, hence, the behaviors of certain groups of people important to the success of that organization.

Because public relations problems are usually defined by what people THINK

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

about a set of facts, versus the truth of the matter, we are well-advised to focus on that fundamental premise.

Does it become any less of a phenomenon as it works its magic in the real world?

No. Instead, it's the degree of human behavioral change

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

it produces - through quality planning and execution - that defines the success or failure of a public relations program.

In my experience, most agree that people really do act on THEIR perception of the facts, and that how they react to those fa

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

Combination pro

cts actually does affect their behaviors. So, to me, it follows that individual understanding of those facts must be continually informed if the follow-on behaviors are to help achieve the business' goal and objectives.

When all is said and done, a 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

ound public relations strategy combined with effective communications tactics leads directly to success - perceptions altered, behaviors modified, client/employer satisfied.

In other words, when those changes in perceptions and behaviors clearly mee

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

t the original behavior modification goal set at the beginning of the program, the public relations effort is successful.

So, what comes first? I believe acceptance that individual perception of the facts is the guiding light leading to behavioral

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

change, and that something can be done about those perceptions. While not everyone buys that, I must say that it actually helped shape my career in public relations.

I asked myself some time ago, why am I working in public relations anyway? The an

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

swers only strengthened my conviction. Was it simply to create major publicity for my employer or client? Often yes, but I realized that the tactic called publicity - like all tactics -- is designed primarily as a message carrier to a target audien

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

ce in order to alter its perceptions and behaviors.

Tactics are not the endgame of public relations because, fact is, NO organization - business, non-profit, association or public sector - can succeed today unless the behaviors of its most importa

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

Following aspects would a

nt audiences are in-sync with the organization's objectives. And that means public relations professionals must modify somebody's behavior if they are to help hit the employer/client's objective and earn a paycheck. Everything else leads to that end

dd to the challenges in developing combination products:

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

.

Once public relations' "phenomenonal" characteristics are understood, an action pathway begins to appear:

-- identify the problem
-- identify target audiences
-- set the public relations goal
-- set the public relations strategy
-

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

- prepare persuasive messages
-- select and implement key communications tactics
-- monitor progress
-- and the end-game? Meet the behavior modification goal

And we get a bonus because we're using a near-perfect public relations performan

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

ce standard. I mean, how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginning of that activity? You can't. It's pure success.

So, as we apply our tactics, we'll nurture the relati

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

onships between our target audiences and our employer/client's business by burnishing the reputation of the organization, its services and products. We'll do our best to persuade those key audiences to do what our employer/client wants them to do.

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

Professional from academic institutions, pharmaceutical industries, health care indust

And while seeking public understanding and acceptance of that employer/client, we'll insure that our joint activities not only comply with the law, but clearly serve the public interest.

Then, we pull out all tactical stops to actually move those

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

individuals to action. And our employer/client will be pleased that we have brought matters along to this point.

But when will s/he be fully satisfied with the public relations results we have produced? Only when our "reach, persuade and move-to-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

sired-action" efforts have produced visible change in the behaviors of those target audiences they wish to influence.

Big words but, in my view, the fundamental premise of a natural phenomenon called public relations, and the strategic context in

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

Companies that provide selfless information through particip

which we must operate.

Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.

Robert A. Kelly © 2003.

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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