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It could, but what if it doesn’t?

Will you be prepared?

Will those key external audiences of yours, whose behaviors REALLY affect you, look favorably at you and your business?

Because, once 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

he economy emerges from recession, if they don’t, you’ll have one arm tied behind your back.

Don’t let that happen. Instead, decide now which groups of people outside your organization can hel

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

Examples of combination products may in

or hurt you the most. For our purposes, that #1 group is your key target audience.

What’s going through the minds of members of that audience? You and your people must monitor those perception

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

by interacting with these important folks, and asking questions. Yes, that takes time, but you must do it!

Take this approach when you actually meet those members. Start with questions. What

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

do you think of our operation, products or services? Stay alert for wrong thinking, misconceptions and inaccuracies that can hurt. Watch for rumors or beliefs that can lead to behaviors that

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

Combination pro

ill pain you. And be especially sensitive to negative conversational tone. Does it suggest that a problem may be on the horizon?

The answers you gather will let you create a corrective public r

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

lations goal. It may call for straightening out a damaging misconception about your service quality, or it may seek to replace an inaccurate perception with the truth. Sometimes, your public r

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

elations goal will zero in on a particularly hurtful rumor with plans to lay it to rest. For that matter, even a less than positive overall impression of your organization can be targeted for

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

mprovement by your public relations goal

How do you achieve that goal? You select a strategy that shows you how to get there. There are only three choices. Create opinion (perceptions) where

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

one exist, change existing opinion, or reinforce it. Select the one that obviously fits your public relations goal.

Now, we think message. What are we going to say to your target audience?

F

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

rst, your message must aim at correcting the misconception, inaccuracy, rumor, even a lukewarm enthusiasm for your organization. But it must be persuasive, and compelling with its meaning as c

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

Following aspects would a

lear as possible. It must also prevent any further misunderstanding. Try it out on a test sampling of members of your target audience, then adjust the content if needed.

How will you get your

dd to the challenges in developing combination products:

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

essage to the attention of that key external audience? “Beasts of burden,” that’s how! Better known as communications tactics that will carry that message to the right eyes and ears.

And ther

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

are many tactics awaiting you. Personal contact, radio interviews, newsletters and open houses. Or contests, news conferences, emails and press releases. There are literally scores available.

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

So, after two or three months of aggressive communications between you and your key audience, are you making any progress?

Only way to find out is to monitor once again what members of your

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

key audience are thinking. Same questions as the first set of interviews, but now what you want to see are perceptions altered in your direction.

For example, you want to know if that inaccura

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

Professional from academic institutions, pharmaceutical industries, health care indust

e belief has been successfully neutralized. Or that misconception cleared up. Or that rumor effectively killed.

Certainly, if you discover little progress in those areas, you will revisit you

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

r message and evaluate whether it offers believable facts, figures and rationale. In particular, you should revet it for clarity.

And, because there are so many communications tactics availab

.

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

e to you, selecting higher-impact tactics, then applying them with greater frequency, will probably be the ticket for the second round.

However, as the day arrives when answers to your remoni

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

Companies that provide selfless information through particip

oring questions show clear, consistent improvement, you may be excused for concluding that your public relations effort is, at long last, taking advantage of an economy emerging from recession

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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All business owners are eventually confronted with a serious dilema -- how to advertise, in which medium, and which is the best deal for each dollar spent. The following are the pros and cons of each medium. Knowing these can help you decide which medium is right for advertising your product.

You cannot lead people from behind your desk. When you do come out from behind the desk, there are several reasons you are doing so; to role-model proper behavior, to inspire and influence others, to be visible, and to enable direct communication.

If you’re in a business relationship with anyone – a client, vendor, or customer – how important is that relationship to you? Do you value the relationship? Do you want to nurture it?

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