Main Subject - Business

Congratulations! Your client attraction marketing strategies are working.

People have started to hear about you and it's obvious that your visibilty mark

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

eting campaign has left everyone thinking that you are THE expert in your field. You've even been invited to be a guest on a radio show that will attract

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

Examples of combination products may in

tons of listeners from your target market.

Haven't got a clue what to do to make sure the radio interview goes off without a hitch? You might want to co

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

nsider some or all of the ideas below as you prepare for your debut.

1. Send a bio to the producer with all your accomplishments. The host will use par

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

ts of this as your introduction. More importantly, though, you need the host to have buy-in into why you are an expert in your field. When s/he is in y

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

Combination pro

our fan club and conveys that to the listeners, their ears will perk up.

2. Make the job as easy as possible for the host. Prepare and send a list of 1

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

0 questions you would like them to ask you. My experience tells me that they won't ask them all and they will have questions of their own that they will

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

add, but it will help you going in.

3. Practice your answers to the prepared questions and try to keep your answers to just a few sentences or to about 2

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

0 seconds. You can say a lot in 20 seconds. Most commercials are 30 seconds and they can tell a complete story.

4. Have a friend create a mock radio 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

nterview for you. Give them your questions and ask them to ask you more. If your interview will be done on the phone, conduct it that way. If the real i

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

terview will be in person, then meet your mock interviewer in person.

5. Dress as if you were standing in front of an audience even if you are being inte

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

Following aspects would a

rviewed on the phone. That means yes to hair, make-up, and business attire. For men, that means shaving unless they normally have facial hair. It also

dd to the challenges in developing combination products:

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

means saying "no" to sweats and fuzzy slippers. Sounds silly if nobody will see you, but trust me, it will really put (and keep) you in "The Zone."

It'

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

s a lot easier to think professionally (and project yourself professionally) when you feel good about your appearance. If you're feeling sloppy, you prob

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

ably will think sloppily. If you think you look sharp, you will think sharply.

6. Keep an eye on the clock during the interview. Time goes by much fas

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

ter than you think. If you haven't gotten your most important point in when you see you've got about two minutes to wrap up, make sure you weave it in.

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

Professional from academic institutions, pharmaceutical industries, health care indust

7. Do not use a headset or cell phone. They distort the sound terribly. As uncomfortable as it is to those of us who live on headsets, use a land line.

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

8. Don't be nervous. Be yourself. Remember you are an expert and you have lots of very valuable information to share. You are not there to be judged;

.

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

you are there to give the audience the gift of your knowledge. Remember, too, that the host's job is to make you look good. Trust that they will.

9. S

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

Companies that provide selfless information through particip

end a hand-written thank-you note or small gift to the host and producer after the show.

10. I've saved the best for last: Enjoy the process! It's fun

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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