Main Subject - Business

A panel of three communications pros at the recent Communications Network conference discussed how to build the supp

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

ort across your organization that is necessary for communications that really help to achieve your nonprofit's or fo

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

Examples of combination products may in

ndation's goal (a.k.a. strategic communications). Here are key points from the discussion:

Place a communic

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

tions staffer or consultant in each program team

Karen Lake, Director of Marketing, W.K. Kellogg Foundatio

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

n defines her charge as "putting communications to work to build and to expand on the work of our programs." One res

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

Combination pro

unding success is the Foundation's placement of a communications manager in each program department to ensure that c

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

mmunications strategies are integrated into each program, from planning to execution.

Cafeteria Communicati

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

ons

Develop "cafeteria communications" so you can select from a comprehensive menu of communications produ

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

ts (newsletters, website, etc.) and activities (block parties, speeches, community events) as needed.   

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

oanne Edgar, communications consultant and former Director of Communications of the Edna McConnell Clark Foundation,

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

recommends that you and your colleagues maintain focus on your organization's substantative goals. This focus in tur

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

Following aspects would a

n will guide your communications goals and thus, your selection of the communications products and activities that w

dd to the challenges in developing combination products:

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

ll move your organization toward those goals.   Edgar emphasizes that community activities are a vital

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

ommunications strategy too frequently left out of nonprofit communications agendas.

Clarify expectations fr

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

om the start

Edgar cautions that nonprofit and foundation communicators must identify leadership and boar

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

expectations as early as possible in the planning process. For example, if your board chair anticipates a three-min

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

Professional from academic institutions, pharmaceutical industries, health care indust

te segment on "Good Morning America" while you are focusing on regional Hispanic media outlets that reach the commun

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

ities you need to alert about your services, you have a problem. If those expectations (and the related communicatio

.

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

s activities) are not aligned with your communications goals, make a strong case for your strategy of choice. Doing

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

Companies that provide selfless information through particip

o proactively will strengthen your relationships with leaders and the board.

Great advice from leaders in the field

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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Main Subject - Building Support for Nonprofit Communications Among Your Colleagues and Leadership

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