Main Subject - Business

You’re a business, non-profit or association manager who needs to achieve your organizational objectives on schedule. Since public relations should be helping you do just that, why leave it wholly in the hands of others?

In your own best intere

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

st, get personally involved in your public relations effort and ask the PR team servicing your department, division or subsidiary a few questions.

Are they focused on a workable, comprehensive plan for producing those key external audience beha

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

Examples of combination products may in

viors like customers coming back for repeat purchases; new prospects starting to sniff around; capital donors asking for more information, and others deciding to specify your services or products, and similar good stuff?

Ask the PR folks how th

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

y feel about using the fundamental premise of public relations as a guide to the PR work they are doing for you. For that matter, what do you think about these two sentences? People act on their own perception of the facts before them, which lea

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

ds to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public re

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

Combination pro

ations mission is accomplished.

The nice thing about that premise is that it shines the PR spotlight directly on those outside groups of people with a large say about how successful you’re going to be – namely, on your key external target audie

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

nces.

Then ask your PR team how they feel about using these tools to capture the perceptions, and thus behaviors of your most important outside audiences.

For example, do you and your PR people really know how your organization is perceived by

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

those target audiences, and are you all really aware of the behaviors that flow from those perceptions?

Because that’s where the rubber meets the road – target audience behaviors that help or hinder you in achieving your operating objectives.

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

To find out what target audience members think about your organ- ization, you and your PR team must interact with them and ask a lot of questions. The alternative is to spend considerable money on professional survey work, but let’s assume that’

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

s not really an alternative at this point in the budget cycle.

At any rate, we’re talking about questions like “What do you think of us? Have you had dealings with us? Were they satisfactory?” Stay alert to negativities such as misconceptions,

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

naccuracies, false assumptions and rumors.

With such data in hand, you’re ready to establish your public relations goal. Often, it can be expressed in a few words: clear up that misconception, correct that inaccuracy, or clarify that false assu

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

Following aspects would a

mption.

But no PR goal is ready for battle without a sound strategy to tell you how to reach it. In matters dealing with perception and opinion, there are just three strategies from which to choose: reinforce existing perception, create percept

dd to the challenges in developing combination products:

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

ion where there is none, or change it. A word here, make certain the strategy you choose is a good fit with your public relations goal.

Clearly, the most challenging aspect of the PR problem-solving sequence is preparing the message that will d

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

the heavy lifting – altering individual perception within your target audience pop ulation. It can do so only if it’s both persuasive and compelling. As the PR team’s “client manager,” you must also be involved in message preparation. Is it cle

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

ar as to what perception needs to be altered, and is your rationale believable and persuasive?

Next, hitch up your “beasts of burden,” the communications tactics you need to carry that message to the eyes and ears of your key target audience. F

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

rtunately, you and your PR team have a long list of such tactics available ranging from press releases, media briefings, newsletters and facility tours to radio and newspaper interviews, brochures and face-to-face meetings. Just be sure that the

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

Professional from academic institutions, pharmaceutical industries, health care indust

tactics chosen have a record of actually reaching folks like those in your target audience, and that the budget can accommodate the type and frequency of communications tactics required to do the job.

Pretty quick-like, you will wonder just ho

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

w much progress towards your public relations goal you are really making. Which is the signal to re-monitor perceptions of those members of your target audience. Same questions, but a new objective: watch closely for signs that perceptions are a

.

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

tually being altered.

You can always apply more pressure to the effort by adding new communications tactics to the battle, AND bumping up some of their frequencies.

By keeping a managerial eye on your public relations program – and satisfying

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

Companies that provide selfless information through particip

yourself that it is focused on helping you achieve your operating objectives – you can be certain your PR dollars are being spent on that workable, comprehensive plan for producing those key audience behaviors that impact your operation the most

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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Bill Gates, the co-founder and chairman of the Microsoft Corporation, has certainly reached legend status and not only because he is considered as the world’s richest man. As the moving force behind a company that is considered “The Most Innovative Company Operating in the U.S.”

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