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Main Subject - Opinion Pieces - A Powerful Yet Underrated Way to Achieve PR Success
If you have your own company or just an idea for a great product or service, you undoubtedly have opinions and advice to share with others. One of the most powerful yet underrated forms of PR is the "opinion piece." As the name suggests, a
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
n opinion piece expresses the author’s point of view based on his or her own experience.
Many people assume that reporters have written all the articles that appear in local business magazines and trade journals. In fact, many business ow
Many people assume that reporters have written all the articles that appear in local business magazines and trade journals. In fact, many business ow
; 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
ers write what gets published (either through their own effort or via a PR agency acting on their behalf).
Nearly every major city in the U.S. has a magazine or newspaper dedicated to local business news. For instance, American City Busin
Nearly every major city in the U.S. has a magazine or newspaper dedicated to local business news. For instance, American City Busin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ess Journals is the nation's largest publisher of metropolitan business newspapers with 41 print business journals throughout the country. In addition, there are thousands of smaller publications dedicated to keeping business audiences up-
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
o-date on happenings in their community. Working with skeletal staffs, editors at these publications are generally very receptive to printing opinion pieces that offer their readers practical business information.
Trade journals for indus
Trade journals for indus
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
try groups and professional associations are another target for well-written opinion pieces. If the industry exists, there is a publication for it – as titles such as Bodyshop Magazine, American Quarter Horse Journal, Feed-Lot Magazine, Su
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
cessful Farming and Sanitary Maintenance indicate. The common denominator for these diverse publications is a desire for informative, educational content.
So, how do you develop your idea for an article? Most editors with business audienc
So, how do you develop your idea for an article? Most editors with business audienc
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
es are looking for how-to articles and analysis of industry trends. Case histories are also very popular as long as they aren’t promotional and illustrate how you or your company solved a particular problem or issue. If you are still not s
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
re what to write about, request a copy of the publication’s editorial calendar to see if you have a topic that fits with an upcoming issue (very often, publications post their editorial calendars online).
Once you have a topic idea and yo
Once you have a topic idea and yo
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
u have identified a media target, familiarize yourself with the publication. You’ll want to know whether an opinion piece is 500 words – or 5,000 words. Also, find out the editor’s name and contact information. Pitches to “Dear Editor” wil
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
not go very far.
Whatever your target, an opinion piece must be:
• Well-written. Editors look for words that are crisp, clear and compelling. To gain insight into the professional journalist’s mindset, pick up a copy of The Associated P
Whatever your target, an opinion piece must be:
• Well-written. Editors look for words that are crisp, clear and compelling. To gain insight into the professional journalist’s mindset, pick up a copy of The Associated P
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
ress’ Guide to News Writing as well as a copy of The Associated Press’ Stylebook. Both are practical guides to the careful use of words.
• Informative. Editors are looking to inform their audiences, not promote your business – so keep
• Informative. Editors are looking to inform their audiences, not promote your business – so keep
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
self-promotion to a minimum and address both sides of an issue. In return, most editors will offer you some space at the end of your article for biographical and contact information. Generally speaking, opinion pieces relating to items cur
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
rently in the news have the greatest possibility of getting printed.
• Exclusive. Never pitch an opinion piece to more than one editor at a time. Publications want exclusive content, not something that has been published elsewhere. An
• Exclusive. Never pitch an opinion piece to more than one editor at a time. Publications want exclusive content, not something that has been published elsewhere. An
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
, once the piece is published, it is considered the property of the publication – you will need to rewrite it before submitting it elsewhere.
Paul Witkay is the founder of The Alliance of Chief Executives, an organization that provide
Paul Witkay is the founder of The Alliance of Chief Executives, an organization that provide
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
s opportunities for business leaders in Northern California to share their knowledge and experience. During the time that the trial of disgraced Enron CEO Ken Lay was making headline news, Paul wrote several opinion pieces in which he coun
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
ered the media’s characterization of all CEOs as “crooked.” His timely comments were published as guest articles in the East Bay Business Times, the San Francisco Business Times, the Silicon Valley/San Jose Business Journal, the Sacramento
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Business Journal and California CEO. In each instance, he delivered a well-written and well-edited article that met the editors’ deadlines in a timely fashion.
Most importantly, the opinion pieces helped establish Paul as a credible expe
Most importantly, the opinion pieces helped establish Paul as a credible expe
.
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
t on CEOs. We leveraged this credibility to secure guest appearances for Paul on KGO Radio’s “Ron Owens Show” (810 AM), the number one talk radio program in the San Francisco Bay Area, and KNBR Radio’s “Gary Allen on Business (680 AM).”
O
O
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
pinion pieces are an excellent way to get in front of business audiences and should be part of any marketer’s toolbox. If you have solid, well-written advice to share with others, you will be amazed to find editors willing to work with you
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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