Main Subject - Business

Indeed, these are wonderful times we live in. I prefer to call this the Disruptive Age - an age where almost anything, anyone (and not to mention, any country) can disrupt even century old concepts, beliefs and businesses. An era where the old gives way to the new with ease, a time

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

when anything is possible!

This era has also seen a resurgence of some old business concepts like public relations which have reinvented themselves and have taken a prominent central stage in all other businesses. Till some years ago, it was rare to find someone who understood pu

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

Examples of combination products may in

blic relations, and today while many understand it, not everyone who does uses public relations to do what it is meant to do, viz to build brands. Reputation is the most basic building block of brand image, and public relations is arguably one of the most reliable tools of reputati

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

n building, making it indispensable to brand building in the current disruptive era.

For practitioners of PR in India, 2006 will be considered a watershed. It is the year when public relations shifted gear into overdrive and, as a result, also became more visible. Stealing some li

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

melight from their older cousin advertising, PR professionals must surely be smirking with glee in knowledge that their moment has come and it is now their time for a place in the sun.

Those who chose PR as their career are already reaping the benefits of their choice – though the

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

Combination pro

rapid growth of the industry has another effect which is not entirely productive or harmonious with growth; it has created an enormous demand for good quality personnel. This demand-supply gap is stretching servicing new businesses to the limits, and it is no longer unthinkable for

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

a professional in this field to be offered double the salary for a change of jobs. Just about everyone, the placement consultants, the professionals and the PR companies are hearing pleasant music from the ringing of the money tills.

The growth of this sector is also evident from

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

the sudden globalization of the business. Almost every global giant in public relations has already set up shop in India or is actively considering it. In fact, India will be a defining part of the growth strategies of even the big five agencies. Consolidation is another strong in

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

icator. Like the advertising deals in the 80s, there is a fervent race for international PR agencies to consolidate their position in India. Signs of takeovers, mergers and acquisitions are already very visible. I personally know of at least 5 to 6 of India’s high growth agencies (

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

including ourselves) who are evaluating potential alliances. The knocks on the door just don’t seem to stop!

Two questions crop up pretty quick after reading the above. One, where’s this business coming from? And secondly, will this last?

One of the critical and seemingly contrad

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

ctory factors responsible for this sudden spurt in growth is the fact that due to an increasing tendency of merging differentiations. Brands are feeling the pinch of a lack of a distinctive personality. In a world where the choices are a plenty, every stakeholder is looking for a p

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

Following aspects would a

erfect match to his or her needs. A world full of clones is hardly going to represent choice, or be interesting, fun or productive.

Let us consider it established that brand distinctiveness (as we will call it here), is a core driver for the existence and evolution of a brand. Als

dd to the challenges in developing combination products:

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

o consider it established that PR is the most innate driver of this ‘distinctiveness’. If the two are true, what will be the answer to the question – ‘Will this phenomena last?’

There are two parts to this answer. The first part is generic and almost philosophical – one that says

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

hat nothing lasts forever. This trend is cyclical and we’re all happy to be riding the wave. But, if you become more specific and ask the question, will this industry outpace others and witness a boom in the next two decades –‘Without doubt’, would be my unhesitating answer.

The r

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

easons – firstly, brand trust is an essential. Without trust in the brand, there will be no brand. Secondly, distinctiveness is as basic to survival and growth of a brand, as air is to breathe, water to quench thirst. Distinctiveness is the unique ‘me’ of a brand and therefore an

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

ssential in meeting the increasing demands of the consumer. Added is the fact that customer demands are inversely proportional to customer loyalty. So unless brands have an aura of uniqueness about them, it will be difficult for any consumer to identify with the brand.

If you read

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

Professional from academic institutions, pharmaceutical industries, health care indust

the above paragraph again, you’ll see that public relations is the only communications tool that can help achieve both effectively. Building credibility and trust in the organization, brand or individual are innate objectives met by any PR campaign. Creating a distinctive identity

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

is the creative design of the campaign that attaches relevance to the public relations deliverables

The field of public relations is already growing at a hectic pace and we can only expect it to accelerate in the years to come. But, of course, the industry will need to innovate i

.

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

order to answer the critical demands of accountability, transparency and relevance. PR has become like an essential nutrient for the growth for any company irrespective of industry and it is entirely upto the professionals to ensure that they do everything to maintain the credibil

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

Companies that provide selfless information through particip

ity in their industry.

An anonymous quote which aptly summarizes the way the public relations industry is moving can be found in “Yesterday we were learning and still finding our feet; today we run to race the storm, tomorrow we will fly and find the wind beneath our wings.” - Ano

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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Having a good contract may be your only defense against a dishonest client, but only if you're willing to use it. Here's a classic and true example of that principle in action.

Recently a client asked how to help employees take more initiative, rather than wait to be told, or them come ask for how-to directions with every assignment. The manager admitted being too quick to tell. Now it was time to coach new behaviors. We came up with a good list of questions to ask when an employee needs direction, and you want them to take the initiative.

Even while you creatively imitate others, remember that it's also important to be different. Distinguish your HVAC business from all the rest. Make your enterprise special in the eyes of your customer or client. That is the goal I want you to pursue.

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