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Can you honestly say that your business, non-profit or association’s key outside audiences behave in ways that help lead to your success on-the-job?

Or, have you pretty much ignored the reality that target audience beh

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

aviors can help or hinder you in achieving your department, division or subsidiary’s operating objectives?

Truth is, your unit’s public relations effort can never be truly fit until the primary focus of the PR people a

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

Examples of combination products may in

ssigned to you is shifted from tactical concerns to a more comprehensive public relations action blueprint like this: 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.

t 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 relation

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

s mission is accomplished.

What such a foundation gives you is the ability to help persuade those important external stakeholders to your way of thinking. Which can cause them to take actions that lead to your success

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

Combination pro

s a manager.

Any idea how to make that happen?

First, tell your public relations team that you’re serious about nailing down what those outside audiences with the behaviors that affect your unit the most, really think

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

about your organization. After you list the external stakeholders, prioritize them so we’re certain we’re working on one of your key target audiences.

Next, you and your PR team must interact with members of that audi

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

nce by asking a number of questions aimed at finding out how you’re perceived. Look for inaccurate beliefs, troublesome misconceptions, potentially dangerous rumors, and any other negativities that might translate into

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

target audience behaviors that could hurt you.

Of course, you could hire a professional survey firm to interact with members of your target audience and gather the perception data you need. But that can get expensive i

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

dicating, at least to me, that the alternative use of your own PR staff to handle this chore, is the better choice.

Question now, how to achieve that public relations goal? Obviously, you need the right strategy to sho

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

w you how to do it. Luckily, where opinion/perception is concerned, there are really only three strategy choices: create perception/opinion where none exists, change existing perception, or reinforce it. And be certain

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

Following aspects would a

the strategic choice you made clearly fits your new public relations goal.

Now, remember that the message you use to communicate your corrective message to members of your target audience is not only crucially importan

dd to the challenges in developing combination products:

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

to the program’s success, but a real writing challenge for you and your public relations team. The message must be clearly written as to why the offending perception really needs to be clarified. Supporting facts must

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

be above challenge and believable if your message is to be persuasive. And, it should be compelling.

Delivering your message, perhaps surprisingly, is not a complex assignment because you have a long list of communicat

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

ons tactics to help you do the job. They range from media interviews, emails, personal contacts and newsletters to facility tours, press releases, brochures, consumer meetings and many others. The only caution here is t

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

o check and double-check that those you choose are known to reach people like those who make up your target audience.

Sooner rather than later, you will need to determine how much progress you’re making in altering the

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

Professional from academic institutions, pharmaceutical industries, health care indust

damaging perception and its equally damaging follow-on behavior. This is also not a complex challenge.

Here, you and your public relations people must once again interact with members of your target audience and ask qu

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

estions similar to those used in the earlier benchmark monitoring drill.

The big difference this time around? You’ll be alert to change. In other words, you want to see clear indications that the damaging perception is

.

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

actually undergoing alteration in your direction.

You can always add more communications tactics, increase their frequencies and sharpen your message to move things along at a faster clip.

The result for you as a busi

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

Companies that provide selfless information through particip

ness, non-profit or association manager, will be a workable department, division or subsidiary public relations blueprint that succeeds in creating key outside audience behaviors that help lead you to success on-the-job

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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