Main Subject - Business

So you have a cell phone, a Palm Pilot, an automated office complete with teleconferencing, remote-access, Web site and e-mail addresses. So what? Just because you’re always available to the media doesn’t mean 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 media has easy access to your clients. What will your high-tech office be able to do when a reporter wants a press kit at 7 p.m. on a Friday evening? Nothing – except hastily prepare the hard copy kit for a cos

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

Examples of combination products may in

tly overnight shipment.

There is a simple way to eliminate the need for keeping a large inventory of hard copy press kits and reduce your dependency on the shipping company guy: publish your clients’ press kits

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

online.

Making the move from hard copies to press kits published online that are always-accessible is essential in today’s age of e-mail. The corporate world lives by e-mail; reporters and other media profession

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

als are no different. These people are busy and time is always of the essence when they’ve got deadlines breathing down their necks. The decision to use your client in a story instead of someone else is contingen

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

Combination pro

t on whose information is easiest to get. If it takes all night for your client’s press kit to reach their desk, you might get bumped.

I know what you’re saying right now. “But, Drew, I e-mail my clients’ press

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

materials to the media.” Well, that’s great, but just because reporters use e-mail doesn’t mean they open every stranger’s message that arrives in their inbox and it especially doesn’t mean that they even bother

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

opening your attachments. Why? Because it’s too risky.

First of all, everyone knows not to open an e-mail from someone you don’t know; especially if there’s an attachment. This is e-mail safety 101. Strange e-ma

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

ils with attachments usually mean one thing: virus. At least, that’s the take of most business’s firewalls and anti-virus protection systems. You may think you’re making waves by mass e-mailing your media lists w

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

ith attached press releases, but how many calls are you getting back? Not many, since your important e-mail has been tossed out with the “wasser” worm and those annoying “enlargement” e-mails.

So what’s the solu

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

tion? Reject technology and start snail-mailing and faxing again? No. Embrace technology and publish your press kits online.

Now, an online press kit is not a Web site. Don’t be confused by the term “online.” Th

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

Following aspects would a

ough an online press kit can be displayed online and present information like a Web site, it is really a virtual folder or briefcase that allows you to upload and store your press materials on the Internet. Once

dd to the challenges in developing combination products:

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

in your online press kit folder, these documents and images can be distributed as links – not attachments.

When you prepare your sharp, concise e-mail pitch to the media, you simply insert links to your clients’

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

press kits. When the reporter clicks the link, the document can be opened and saved on their computer. It opens like an attachment, but the documents themselves live online. Instead of piling them onto your e-ma

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

il, you’re simply providing directions (a link) to get to them. They become part of the e-mail message, so a media outlet’s virus protection system won’t automatically kick it out of the system.

Virtually anythi

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

ng can be uploaded to an online press kit: press releases, high-resolution images, video and audio clips, graphics and more. Plus, since you have control over your online press kits, you can always be sure they’r

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

Professional from academic institutions, pharmaceutical industries, health care indust

e up to date.

Now you’re thinking “Wow, these things sound great, but I bet they are expensive.” Not necessarily. Though there are online press kit programs available that cost into the thousands, they usually i

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

nclude extra features you don’t really need and will probably never use. Think of the online press kit market as the binder or folder aisle at your favorite office supply store. Sure there are binders with all ki

.

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

nds of extras, but you pass those by for what you need and the price you can live with.

Face it – technology is only going to get better and faster. Don’t be left in its dust trying to wave down that brown truck

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

Companies that provide selfless information through particip

with your emergency overnight press kit. By going online with your clients’ press kits, you’re not only making them easy to access, but easy to cover by the media. The media loves that – and so will your clients

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 - Publicists: It's Time to Embrace the Technology of Online Press Kits

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