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There’s no denying that the Internet is allowing more and more entrepreneurs to start their own businesses and effectively market their new products. However, there seems to be an increasingly common misconception when these b

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

usinesses try to generate media attention and publicity for their products or businesses. Over the past several years, I have had more than a few clients come to me seeking “a PR” to get people interested in their products/bus

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

Examples of combination products may in

nesses. That’s right a "PR". Contrary to what some people think, PR is NOT an acronym for “Press Release” – it stands for Public Relations. PR is much more than just a press release and that distinction is very important to un

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

erstand.

I often cringe when I see articles from well-intentioned “marketing” experts that say, in effect: “simply write a press releases, pitch it to the media and just sit back and reap the benefits.” Unfortunately, it is f

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

r from being that simple. That statement pre-supposes that the media release/pitch is written well – containing all the right elements and newspegs to catch the media eye – and that it is pitched and maintained in the correct

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

Combination pro

media market, which is often the downfall of many amateur PR campaigns. By all means, a press release is an integral part of a PR campaign. But a press release alone does not a PR campaign make. A successful PR/publicity campa

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

gn for your business or product should include many, if not all of the following:

· An interesting, quality, newsworthy product/service that the media (and its audience) will find merit in;

· A concise, articulate media rele

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

se or story pitch – not a glorified ad – detailing the benefits of your product/business/website and what effect it will have for it’s users;

· A supply of media “supportives” – product photos (digital & hard copy), possible

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

eview samples, etc.;

· An extensively researched media list detailing all applicable media outlets whose editorial profiles match your product/business profile. Here’s an important detail -- the targets of your pitch should b

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

e “name-specific” not just “title-specific” media contacts. By that I mean the media market research you compile should give you particulars like “Sally Jones-Cooking Editor” not just Tribune Newsroom or Managing Editor;

· A

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

olid, trustworthy media contact vehicle that gets your release/media kit directly into the hands of the appropriate reporter/editor/producer and allows them to respond easily to your pitch. (As always, beware of press release

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

Following aspects would a

istribution services that often times indiscriminately spew your release to hundreds of untargeted media outlets with little or no results.) Research to find out the preferred method of receipt of your media targets – don’t ju

dd to the challenges in developing combination products:

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

t assume an email will suffice. Whether it’s by snail mail, email, fax or phone calls, the media can’t run your story if they don’t hear about it. For one reason or another, some media may decide not to include your product/bu

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

siness in a placement -- but don’t let them say the reason is because they weren’t made aware of it;

· Meticulous media relations to immediately fulfill media requests (photos/interviews/product samples) and extensive media c

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

ntact follow-ups over several months to generate as many placements as possible. Many times, media members can’t immediately respond to an initial pitch due to tight editorial deadlines and the time it takes to wade through a

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

ultitude of similar media pitches. I have found, without question, that the media interest continues to increase as you re-introduce the pitch and gently “rattle the media cage” over the course of the next several weeks/months

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

Professional from academic institutions, pharmaceutical industries, health care indust

· Some sort of media tracking capabilities -- whether it’s your own media follow-ups, Internet research, or a professional broadcast/print clipping service. Having “hard copies” of the placements generated by your PR campaig

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

n can be invaluable in the further marketing of your business/product. Media placements are a unique validation of the market acceptance for your business/product and can help you convince new customers of that fact.

Think of

.

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

launching a PR/publicity campaign like flying a kite. The press release (which aptly details your product/business) is the kite. But if your kite doesn’t have the proper amount of string, a good tail, a strong wind and the exp

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

Companies that provide selfless information through particip

rt manipulation of the kite flier – it has very little chance of getting off the ground. But if all theses elements are in place – a PR/publicity campaign can send your business soaring like a kite on a breezy Spring afternoon

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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