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A month ago, I'd never heard of Joey Cheek or Right to Play. Now, they're both imprinted in my mind as stellar examples of smart-thinking humanitarians. They've shown that, once again, getting attention in this fast-moving world requires being savvy and strategic in gett

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

ing your message across to the world.

Gold medalist Cheek capitalized on his moment of fame (he was on the podium, accepting his medial) to announce he was donating his entire $25,000 medal bonus to humanitarian organization Right to Play (which helps disadvantaged chil

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

Examples of combination products may in

ren worldwide gain physical benefits and develop life skills and strong values through play and sports.) He reiterated this high-impact marketing strategy with his $10,000 bonus when he won the silver in the 1,000 meter race. And he challenged his Olympic sponsors and ot

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

er advertisers to do the same:

"I've always felt that if I ever did something big like this I wanted to be prepared to give something back. So ... I'm going to be donating the entire sum the USOC gives to me, which is $25,000."

"In the Darfur region of S

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

dan, there have been tens of thousands of people killed," Cheek continued. "My government has labeled it a genocide. I will be donating [my prize money] specifically to the [Right to Play] in Chad, where there are over 60,000 children who have been displaced fr

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

Combination pro

om their homes."

Way to go, Joey. And I don't mean the medals. Of course he could have donated his winnings without telling anyone. But in a radio interview, Cheek discussed his pre-race thinking on how to respond to the bonus, if he got one. He realized the great

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

mpact he could make by talking about Right to Play, its good work and his giving, rather than the standard thanks.

"I've learned how news cycles work," Cheek said, "and I've learned that there is a gold medal tonight, and tomorrow there's another gold med

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

list. So I could take the time and discuss how wonderful I feel, or I could use it for something productive."

In making that decision, Cheek generated a flood of interest in Right to Play (shown in a huge upswing in website hits), and a total (as of today) of $300,

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

00 in donations (including his and those from sponsors Nike, Gap, Jet Set and Leveno to date).

So Joey zigged while others zagged. Here's how he made this tremendous impact:

• Strategized how to draw the most attention to a cause that is personally meaningful (

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

and showed great personal generosity in doing so), rather than just making the donation privately. • Did the unexpected in talking about Right to Play, donating his bonuses, and challenging sponsors to join him. • Established himself as credible – i

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

sharing the story of his personal experience with Right to Play – a model of citizenship, and intelligence (particularly significant in this cadre of what the New York Times calls "showboating, self-absorbed" US Olympians). Cheek is now a credible philan

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

Following aspects would a

hropist, following the model of Right to Play founder Johann Koss (a former speed skater himself), who has motivated fellow athletes to join him through his personal reputation and his understanding of what's important to his athlete colleagues.

It was Koss – a tr

dd to the challenges in developing combination products:

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

ple gold medalist in 1994 – who inspired Cheek to go from in-line skating to speed skating.

• Detailed a clear and specific call to action, in challenging Olympic sponsors to join him in supporting the organization. • Inspired others to do the same

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

, as is evidenced by the upsurge in donations and visits to the Right to Play website. It's likely that Cheek's impact will spill over into motivating athletes, Olympic and otherwise, who are Olympic fans, to volunteer with Right to Play.

Already, Canadian speed skater

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

nd gold medalist Clara Hughes, a long-time Right to Play volunteer, has cited Cheek as her inspiration in donating $10,000 of her prize money to Right to Play, and challenging fellow Canadian Olympians to give. You can see her Right to Play fundraising page here:

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

"http://www.righttoplay.com/site/TR?px=1074046&pg=personal&fr_id=1040" target="_blank">http://www.righttoplay.com/site/TR?px=1074046&pg=personal&fr_id=1040

Right to Play was poised to capture the upsurge of interest, with its kiosk in the Olympic Ath

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

Professional from academic institutions, pharmaceutical industries, health care indust

ete's Village, photo exhibit in Torino, and well-designed, user-friendly website with clear points of entry for prospective donors and volunteers. Take a look at the website here: http://www.righttoplay

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

.com/site/PageServer

When you do, you'll see that Right to Play wasted no time in covering Cheek's and Hughes' donations, knowing that memory is fleeting and that the time to capture the interest is now.

And talk about viral marketing power. What's better to pass d

.

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

wn the lane than the Joey Cheek story. Not only has his strategy generated huge recognition and dollars for Right to Play, it's done the same for Joey himself. As an example, last Monday's New York Times featured a lengthy article on Joey's actions, deeming him the "

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

Companies that provide selfless information through particip

good-will ambassador" of the Olympics. Joey, you've set a new gold standard.

Read more about Joey Cheek's philanthropic victory in this interview. http://www.usolympicteam.com/11478_44379.htm

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Reading my Sunday newspaper yesterday reminded me of how Career Fairs do little to substantially increase local employment. Three special interest groups benefit the most, not the unemployed looking for work. You could hold Career Fairs for the unemployed every other week in Flint, Michigan and it still would not affect their depressed economy. It is likely that when people benefit from these Career Fairs it is more by accident than design.

From finding the right business or franchise to buy, to finally accepting the keys to the front door - buying a business can be an extremely frustrating exercise. It is important that you plan and implement each and every step in sequence and avoid the many caverns on the road to completing the deal.

In this article I will provide examples of advisors used by well-known clients and examine the outcome in terms of achievement and breakdown. I will also summarize the model the consultancy firm used to get the results.

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Main Subject - Olympian Joey Cheek Sets Gold Standard for Generating Nonprofit Publicity- How to Mirror His Success

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