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Main Subject - Strategic Clarity for Communication Management
Over the past few weeks I’ve been developing plans for a communication project, a media relations campaign.
That’s prompted me to reflect again on the
That’s prompted me to reflect again on the
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
communication management process by which we transform communication ideas into operational activities.
For me, the communication management process
For me, the communication management process
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
as four phases: conception (strategy); development (tactics); operations (execution); and review (evaluation).
Coming out of the conception or strateg
Coming out of the conception or strateg
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
phase, I think it’s essential to have strategic clarity, which means a clear, focused objective (or objectives) that serves our ends, the ends of our
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
udience, and allows for effective development and operations.
For example when I first started publishing newsletters, I didn’t look or ask for strate
For example when I first started publishing newsletters, I didn’t look or ask for strate
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ic clarity from my clients. The result? Newsletters that faltered, sputtered, and eventually lapsed. Clients had wanted newsletters because they though
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
a newsletter would be a good idea. Communication is good, right? But, communication without a well-considered purpose is largely ineffective.
Other c
Other c
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
ients, though, did know what they wanted, both for themselves and for their readers. They turned out to be good clients with lots of staying power. And
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
they had staying power because they clearly knew why they were communicating, and had some sense of the results, even if those results couldn’t be meas
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
red.
To get strategic clarity, we first need to step back and ask some important questions. What do we want for the time, money, and perhaps other res
To get strategic clarity, we first need to step back and ask some important questions. What do we want for the time, money, and perhaps other res
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
urces we’re committing? What is the objective? Now, go one step further and articulate that objective in terms of reader response. Write down what they
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
will do if you successfully communicate with them.
Next, write down why they would do what you’re asking of them. It’s one thing to have objectives, a
Next, write down why they would do what you’re asking of them. It’s one thing to have objectives, a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
d it’s quite another to serve readers’ objectives as well as your own. And, what’s the connection between your needs and the needs of the audience?
Do
Do
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
s this sound like a lot of work? Well, can be. But, ask yourself how much value you get if you rush off and do something without thinking it through.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
’ve published two newsletters for my own company. The first went ahead quickly, with little strategic planning. Instead, I concerned myself with matter
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
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
like color, typefaces, and so on. That was a mistake; the newsletter died after perhaps six or eight issues, and accomplished little.
Before I starte
Before I starte
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
my second newsletter, I carefully worked through all the strategic issues. In fact, I started on the newsletter project in May and didn’t publish the
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
irst issue until September. Of course, I didn’t work at it full time, but still a lot of hours went into clarifying the strategy.
And, it worked. More
And, it worked. More
.
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
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
than five years later, I’m still publishing it, every week, and the newsletter still does the job it was developed to do.
In summary, your communicati
In summary, your communicati
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
n project has a greater chance of success if you take time up front to identify and articulate your objectives, as well as the desired reader responses
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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