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True, because department, division or subsidiary managers for a business, non-profit or association really DO need a dynamic yet workable blueprint for reaching those key outside groups of people who have a big say about how successf

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

ul those managers are going to be.

Unfortunately, a primary emphasis on communications tactics does not take the place of a well thought-out public relations plan for persuading your most important external audiences to your way of t

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

Examples of combination products may in

hinking, then moving them to take actions that lead to your success.

For example, a basic public relations blueprint like this one: people act on their own perception of the facts before them, which leads to predictable behaviors abo

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

ut which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is

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

accomplished.

Save the communications tactics for later when you need something to carry your message to the right external audience.

For now, think about an impactful public relations plan that can deliver the behavior results you

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

Combination pro

want. I’m thinking of behaviors that produce real increases in capital gifts, new inquiries concerning joint ventures or strategic alliances, new waves of prospects or, especially, repeat purchases.

First step on this journey is one

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

of discovery – just how do those key, outside audiences perceive your operation? This is vital, of course, because perceptions often morph into hurtful behaviors. Which suggests that you and the PR team assigned to you begin by inter

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

acting with members of those audiences, then prioritize them according to the impacts on your unit.

Here, you have a choice: you and your PR team can personally handle the perception monitoring and data gathering for your target aud

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

ience because your PR folks are already in the perception and behavior business. Or, a large budget permitting, you can retain the services of a professional survey firm to do the job.

Once you decide who monitors and gathers the per

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

ception data, you need to ask the right questions of your audience members. “How much do you know about us, if anything? Do you have an opinion about our services or people. Have you ever had a problem with our operation?”

Stay on t

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

he lookout for negative responses such as misconcep- tions, rumors and false assumptions. And especially for inaccur- acies that could do damage because of the hurtful behaviors they can produce.

Now, with such perception data in hand,

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

Following aspects would a

you’re ready to set your public relations goal. And this can be as direct as “clear up that misconception, neutralize the rumor, or fix that inaccuracy.”

Reaching that goal, however, requires just the right strategy. Since this is

dd to the challenges in developing combination products:

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

a matter of perception/opinion, you have only three choices: change existing perception, create it where none exists, or reinforce that existing opinion/perception.

Now, tap your best writer because you need to prepare a message effe

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

ctive enough to alter negative perceptions among members of your target audience. The message should be multifaceted if it is to do the job. It must be clearly written and fact-based as well as believable and thus, persuasive. Hopeful

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

ly, it also will be compelling in its tone.

The challenge of delivering your message to the right ears and eyes falls to your communications tactics, and there are a ton of them. Everything from electronic magazines, consumer presen

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

tations, speeches and press releases to media interviews, newsletters, brochures and personal contacts. But make sure that each tactic you choose displays a track record of reaching folks similar to those you are trying to reach.

How

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

Professional from academic institutions, pharmaceutical industries, health care indust

will you know when you’re making progress? By going back to the field and re-monitoring the perceptions of members of that target audience. But there’s a new wrinkle the second time around. Your antennae will be up to capture signs o

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

f change in the offending perception – has that untruth, false assumption, hurtful misconception or damaging rumor been adequately addressed by your message and communications tactics? In other words, is perception among members of y

.

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

our target audience moving in your direction, thus signaling success?

Luckily, you can always speed up the process with additional communications tactics, and by increasing their frequencies.

By this point, what you will have done, of

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

Companies that provide selfless information through particip

course, is put in place precisely the well thought-out public relations plan you need to persuade your most important external audiences to your way of thinking, then move them to take actions that lead to your success as a manager.

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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