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Main Subject - Media Training Tips for the Novice: A Guide for Those New to the Media Spotlight
Media interviews can be difficult even for those used to public and media attention —but they can be downright terrifying for those who’ve never been in the media spotlight before.
For many who’ve never interacted with
For many who’ve never interacted with
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
the media, fear of the media usually stems from a feeling of lack of control in the process, and concern over the reporter’s motives in doing the interview. Will I be able to answer the reporter’s questions? How will I
; 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
know the reporter won’t make me look bad?
Reporters of course, understand many of their interview subjects will react this way, and good ones will do what they can to put their interviewees at ease. Reporters though h
Reporters of course, understand many of their interview subjects will react this way, and good ones will do what they can to put their interviewees at ease. Reporters though h
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ave a tendency to believe people’s fears about the media are for the most part, groundless. As a media trainer and former reporter, I know it’s not that simple. Facts often don’t speak for themselves and interview subje
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
cts can indeed look foolish, inept or worse, even if that wasn’t the reporter’s aim.
The goal of media training is to teach you how to serve both reporters’ goals and your own, truthfully, factually, and with confidenc
The goal of media training is to teach you how to serve both reporters’ goals and your own, truthfully, factually, and with confidenc
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e. Media training is designed first and foremost to allow interview subjects to understand how to exercise the control they often don’t even know they have over the process.
The first thing for the novice interviewee t
The first thing for the novice interviewee t
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
o understand is that he or she is in far greater danger from a reporter who doesn’t get it, than from a reporter who is out to get you. The vast majority of reporters want to get the story right. If they work for a mai
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
nstream news organization, there are standards they must meet and higher ups to hold them accountable to those standards. That’s not to say reporters don’t sometimes get it wrong. It means if they’re a professional, the
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
y have a stake in getting it right and value their reputations. That means you need to concentrate on telling them what they need to know to get it right. I firmly believe that it’s always in people’s best interests to
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
engage the media rather than shun them. Here are some basic rules for media interviews for you to keep in mind:
No Spin: Don’t lie to a reporter. Ever. It doesn’t mean you have to tell all, explain all and reveal all.
No Spin: Don’t lie to a reporter. Ever. It doesn’t mean you have to tell all, explain all and reveal all.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
It means you need to maintain your credibility at all times by making sure the veracity of what you say can be counted on. It also has the advantage of reducing the need to correct statements later.
Preparation is key
Preparation is key
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
: Reporters are looking to tell a story others can relate to or at least find a connection with. Think beforehand about the main points you want to make with a reporter and how you want to get those points across. This
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
is called messaging and it’s a vital part of any interaction with a reporter.
Think about why you’re being interviewed: You are probably not speaking with a reporter just to provide them with raw data. More likely, y
Think about why you’re being interviewed: You are probably not speaking with a reporter just to provide them with raw data. More likely, y
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
ou’re there to provide some kind of perspective. Concentrate then on the bigger picture regarding the issue or the event; as an expert, an observer or a participant.
Less is more: Speaking to reporters requires getting
Less is more: Speaking to reporters requires getting
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
to the bottom line as quickly, and as quotably, as you can. Deliver the supportive data, facts and backup information after you’re sure you’ve delivered your message. Try to make your message as accessible as you can t
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
o the greatest number of people (no jargon, slang, or “inside language”) and if you tell a story, make sure it’s a succinct one that makes the point you really want to make.
Practice, practice, and practice: It takes
Practice, practice, and practice: It takes
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
a while to get comfortable with developing messages, reducing them to a few well-spoken statements, and staying on message through questions. The more you do it, the better you will get. No matter which reporters you s
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
peak to, trade, local, regional or national, print or broadcast, follow the same process of knowing who you are speaking to, for what reason, and determining what you want to say.
Media interviews should be a process o
Media interviews should be a process o
.
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
f mutual gain. The media gets information, perspective, an interesting story or point of view, and you in turn get to reach the audience watching and listening to that segment of media. So give reporters what they’re lo
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
oking for—access, good quotes and reliable information—and you’ll be rewarded with access to their audiences. Don’t let your lack of experience stop you from engaging with the media and with the public you want to reach
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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