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When a group of outsiders behaves in a way that hurts your business, you usually do something about it. Yet, many business people are amazingly casual about their own external audiences. To me at least, they seem to ignore the reality that t

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

hose behaviors really do impact their organizations.

Even when they do realize it, they often fail to associate the damage with the one remedy likely to help – public relations, America’s behavior modification specialists.

Not surprisingly

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

Examples of combination products may in

, the fundamental premise of public relations spells out why businesses need public relations. Namely, to help alter the perceptions, and thus behaviors of their key target audiences which almost always leads to achieving their business obje

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

ctives.

Here’s what the premise says: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuad

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

ng and moving- to-desired-action those people whose behaviors affect the organization, the public relations mission is accomplished.

And here’s how you can apply it to your business.

Have you ever thought seriously about who these groups a

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

Combination pro

re that can wield such power over your organization? In addition to obvious audiences such as customers, prospects and employees, would your list of key external audiences also include such “publics” as area residents, political officeholder

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

s, minorities, fraternal groups, trade and industry leaders, nearby military personnel and union leaders? The test is, do their behaviors affect my business in any way? If they do, they belong on the list.

Now, put the names on that list in

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

o priority order and, for starters, let’s see how we might approach the group at the top of your list – your key, target public.

Can’t affect how they perceive you, or behave towards you, unless you take the time to find out how they curren

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

tly perceive you and your business. Interact with several members of that important outside audience, and ask a lot of questions. Have you heard about us? Do you have a positive opinion about us? And listen carefully for any hint of negativi

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

ty such as inaccurate beliefs about your product or service quality and pricing. Do you notice other misconceptions about your business, or a recurring rumor that needs to be confronted directly?

When you monitor individual perceptions this

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

way, the responses you receive allow you to establish your public relations goal. For example, neutralize that rumor, or clear up that misconception, or correct that inaccuracy.

But what good is that public relations goal all by itself? No

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

Following aspects would a

good, of course, until you know how you’re going to achieve it. And that means you need a strategy. Since there are really just three ways to affect perceptions or opinion, you must decide whether the public relations goal can be achieved by

dd to the challenges in developing combination products:

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

creating opinion/ perceptions where there isn’t any, or by changing existing opinion, or by reinforcing it.

And so, with goal and strategy all set, the real work begins. What are you going to say to those individuals whose perceptions of y

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

our organization you wish to alter? In other words, you need a message that, in addition to being crystal-clear as to intent, will be persuasive, credible and really compelling. And you must be specific as to whether you seek to correct a mi

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

conception, an inaccuracy, a rumor or a mistaken belief about the organization.

Every bullet needs a gun to fire it at the target. And the same goes for your message. The “beasts of burden” that will carry your message to the right eyes and

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

ears among your target audience will be communications tactics. They include news releases, letters-to-the-editor, speeches, newsletters, brochures, face-to-face meetings, broadcast interviews and dozens of others.

In due course, you will

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

Professional from academic institutions, pharmaceutical industries, health care indust

wonder if you’re making any progress. Best way to tell is to monitor members of your target audience all over again. Ask questions similar to those you used earlier, and listen carefully for indications that their perceptions now reflect the

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

corrective elements of your message.

Not enough movement in their perceptions? You’ll want to think about increasing the number of different communications tactics you’re bringing to bear as well as an increase in their frequencies. And don

.

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

’t forget to re-evaluate the factual basis and impact of your message itself.

Your ongoing monitoring of perceptions among your key target audience will begin to reveal changes in that opinion as time passes. And that spells success in publ

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

Companies that provide selfless information through particip

ic relations.

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 © 200

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

If you've got a normal career, you can count on being fired one or more times - for any number of reasons. It's not a fun experience, but you can minimize the misery by knowing how to handle termination with grace and dignity. This is a short intoduction to being fired, taken from my own situation.

What does it means for us to be loyal to our customers? First of all it seems to be easier to take for granted customers loyalty to us and bemoan what we think is a lack of loyalty to us. Each repeat order from a customer can be a sign of their loyalty.

In every business too much time is wasted by owners and senior management on non productive acivities. The result is lower productivity and a significant loss of profits. Here are 5 simple ways to get rid of non productive tasks and boost your productivity.

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