Main Subject - Business

Too many people in business today are not media savvy and continue to make one mistake after th

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

e other in their dealings with the media. It is important for business people to become more m

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

Examples of combination products may in

dia savvy and less media ignorant. There needs to be a commitment made to learn more about wor

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

king with the media in a positive way.

Based upon more than 35 years of experience in working

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

ith the media, your strategic thinking business coach created a list of ten (10) tips on what t

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

Combination pro

o avoid doing when you work with the media in order to foster more positive media relations. H

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

re is the list of actions to avoid:

1. DON’T send your media release to every possible media

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

you can think of.

2. DON’T try to use publicity as a substitute for advertising.

3. DON’T d

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

mand editorial space in return for placing advertisements.

4. DON’T even think of asking a jo

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

urnalist to review his or her story before it is published so you can approve it.

5. DON’T as

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

or expect journalists to let you know when an article or story will run.

6. DON’T make it di

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

Following aspects would a

ficult for journalists to get information about you and/or your company.

7. DON’T have a poli

dd to the challenges in developing combination products:

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

cy to only speak to or seek out the media when there is good news.

8. DON’T expect to build r

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

lationships with the media over lunch.

9. DON’T annoy the media by calling and asking them if

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

they received your release and are they going to run it?

10. DON’T ask journalists to send y

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

u a copy of their story or article after it is printed.

Your strategic thinking business coach

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

Professional from academic institutions, pharmaceutical industries, health care indust

encourages you to use strategic thinking to plan for your media relations also. If you would

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

ike to learn more about how to and how not to work with the media, please contact Glenn Ebersol

.

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

e today through his website at http://

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

Companies that provide selfless information through particip

ww.businesscoach4u.com or by email at jgecoach@aol.com

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 - How To Be More Media Savvy and Less Media Ignorant. Tips From Your Strategic Thinking Business Coach

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