Main Subject - Business

One of the strongest weapons available allows business, non-profit and association managers to begin changing the behaviors of their key external audiences in ways that lead directly to achie

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

ving their primary operating objectives.

The name of that weapon? The fundamental premise of public relations: People act on their own perception of the facts before them, which leads to pre

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

Examples of combination products may in

ictable behaviors about 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 affe

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 the organization the most, the public relations mission is accomplished.

In short, people in your operating areas really do behave like everyone else – they take actions based on their per

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

eptions of the facts they hear about you and your organization.

So, you need to deal promptly and effectively with those perceptions by using every weapon at your disposal to reach them with

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

Combination pro

the right message. Your job is to persuade your stakeholders to your way of thinking and move them to take actions that lead to the success of your organization.

Here are typical behavior ch

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

nges you might aim for. More frequent repeat purchases; increased membership applications or contributions; more prospects sniffing around; suppliers working harder than ever to expand their

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

relationship with you, and elected officials starting to count you among the movers and shakers whose opinions they need to start taking seriously.

This public relations action checklist can

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

help you make it happen: You need to list your outside audiences and prioritize them by the severity of their impacts on your organization.

Then, monitor the perceptions of members of the ke

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

target audience by interacting with them and asking lots of questions. Other important outside audiences will need similar attention.

Use the data you collect to establish your public relat

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

ons goal. For example, correct that inaccuracy, clarify that misconception or spike that damaging rumor.

To reach that goal, you need a strategy to show you how to get there. Select from thr

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

Following aspects would a

e: change existing perception, create perception/opinion where none exists, or reinforce existing perception. And make certain the strategy you select fits your public relations goal.

Now, y

dd to the challenges in developing combination products:

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

u must prepare a message designed to alter perception among members of that target audience. It must be crystal-clear about what it intends to correct, clarify or change, and it must be persu

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

sive and compelling – all at the same time! Above all, as your message makes the case for your point of view, it must be believable.

A daunting assignment for sure – alter what a lot of peop

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

le have come to believe. It’s a big job, but worth the effort.

Now, you must deliver your message to the eyes and ears of members of that key target audience. And communications tactics will

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

help you do it. The choice is broad and includes tactics such as customer or member briefings, brochures, press releases and radio/newspaper interviews as well as newsletters, speeches, facil

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

Professional from academic institutions, pharmaceutical industries, health care indust

ty tours and many more.

Just be sure that the tactics you choose, have a proven record of reaching people like the members of your audience.

How will you know if you’re making any headway?

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

y re-monitoring perceptions among, and asking more questions of those same audience members. This time, however, you watch closely for clear evidence that perceptions are being altered as you

.

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

planned.

You can always speed things up by using additional communications tactics, and by increasing their frequencies.

Remember that you are using one of the strongest weapons available t

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

Companies that provide selfless information through particip

any business, non-profit or association. Namely, the process for changing behaviors of their key external audiences in ways that lead directly to achieving their primary operating objectives

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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Your personal focus needs to be on the company and not yourself. This means that the company has your full support and you are willing to work towards a common goal - the success of the brand.

In these days of takeovers and mergers, of downsizings and lean management, chances are that you are going to be caught in a job upheaval at least once in your career. Probably more than once! Here's a survivor’s guide to new bosses, reorganizations, company takeovers and other office storms!

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