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Main Subject - The Art Of Persuasive Pitching
Media placement is an art. Practicing it often requires as much attention to approach and style as it does to the focus of your story. While it’s important to know how to use creative formatting techniques that can enhance editorial reception to a story (see article, “Using Publicity As A Creative Marketing Tool”) publ
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
icists can benefit from mastering some useful tips prior to approaching, by e-mail, snail mail or phone, the keepers of the media gate.
Some Basic Assumptions:
* Always tell the truth. Make sure your product or service does what it says it does and your information is accurate. If a question is put to you that you do n
* Always tell the truth. Make sure your product or service does what it says it does and your information is accurate. If a question is put to you that you do n
; 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
ot have an answer for, indicate to the reporter you’ll get back with the information. If you don't, the info will come from someone else--and not necessarily from a source that will help your organization. Never “imagine” or “fudge” an answer. Remember, candor equals credibility. If your organization has taken an actio
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 that has reaped negative consequences, counsel your client to admit the mistake (unless the client is constrained from doing so by legal counsel). Negativity can also be mitigated if you can anticipate a reporter’s tough question, and frame an answer that puts the action into historical perspective; or by developing a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
positioning statement that lessens the harshness implied in the question. (For example, when a poisonous substance infiltrated Tylenol bottles, the company issued the statement that “we are victims too”).
* Know your outlet before you call. Have you read the magazine or newspaper in advance? Have you watched the tv p
* Know your outlet before you call. Have you read the magazine or newspaper in advance? Have you watched the tv p
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rogram? Have you listened to the radio show? With print media, do you know the specific beat of the editor or reporter you intend to make contact with? Have you read his/her stories? It's fine to cold call but don't cold call blindly (unless there really is vagueness about that person's turf).
* Attitude. There are so
* Attitude. There are so
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
me p.r. people whose emotional lives seem to count on an editor’s acceptance; and who feel like failures when the editor says “no.” “Unattachment” is the best attitude. “Unattachment” doesn’t mean “detachment” or “apathy.” It means coming from a centered place, with self-confidence in yourself and your ability to comm
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
unicate a story effectively – but without being attached to the outcome. You’ll find this a liberating approach, one that disallows you from becoming intimidated by an editor or producer, and one that enables you to return to the same person in the future with no regrets. When an editor perceives that you are not overl
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
emotionally invested in a story, you may actually get a better hearing. Be warm & polite, professional...and clear. See that individual as a peer and colleague. If they're brusque in the moment, they may be having a bad day. Simply ask if there's a better time to get back to them.
* That said, believe in your story an
* That said, believe in your story an
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
d believe in yourself. The best p.r. people see themselves as resources of news and information who work with journalists to fill valuable time & print space.
* Be more empathetic than sympathetic. Being empathetic enables you to build on what was said and resond with alternate approaches. Being sympathetic means you
* Be more empathetic than sympathetic. Being empathetic enables you to build on what was said and resond with alternate approaches. Being sympathetic means you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
’ve probably foreclosed the possibility of an alternate approach.
* Get out of the reporter’s way. When you’re providing a reporter, editor or producer information where the story is time-sensitive, relay the information and get out of the way. There’s a time for pitching an idea, and there’s a time for simply relayin
* Get out of the reporter’s way. When you’re providing a reporter, editor or producer information where the story is time-sensitive, relay the information and get out of the way. There’s a time for pitching an idea, and there’s a time for simply relayin
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
g information. In the case of the latter, act like an editorial assistant. Do your job and get out. You’ll earn the journalist’s respect when you do so.
* Don't waste their time. When you call, communicate in sharp and crystallized fashion, the essence of the story. Keep it brief, respect deadlines and ask in advance
* Don't waste their time. When you call, communicate in sharp and crystallized fashion, the essence of the story. Keep it brief, respect deadlines and ask in advance
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
f the moment is ok for that editor/ producer. NEVER call when you know an editor is under deadline pressure. Keep your message on-point and as brief as possible, but craft it in a compelling and creative way that will earn attention.
* Personalize. I've seen too many impersonal, photocopied pitch letters, whether via e
* Personalize. I've seen too many impersonal, photocopied pitch letters, whether via e
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
-mail or snail mail. If you send something in advance to a call, or as a follow-up to a call, personalize. Don’t be overly chummy (unless you’ve been on good terms with that journalist for a long time). But keep sensitive to the fact that you’re a human being, and you’re communicating with a human being. For e-mails, c
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
raft a provocative phrase in the “subject” area. Too many e-mail messages get unread without a compelling lead.
* Listen to the editor. It's as important to listen as it is to talk. Be sensitive to any verbal feedback, cues or clues that can assist you in fine-tuning your pitch. Keep your antennae fully extended.
* Re
* Listen to the editor. It's as important to listen as it is to talk. Be sensitive to any verbal feedback, cues or clues that can assist you in fine-tuning your pitch. Keep your antennae fully extended.
* Re
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
spect the 'no' and be prepared for it. Ask quick, important questions: What is it about this story that doesn't seem right for you? Is there anyone else for whom this story might work better? Suggest how the story can be adapted to the outlet's needs. Best of all, suggest three to five different angles in advance. This r
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
duces chances for rejection.
* But when you get your final no, let it go and release it. YOU haven't been rejected, just your story. And if you've handled the approach professionally and cordially, you'll always be able to come back with another story at another time. Regard your list of cultivated contacts as resources
* But when you get your final no, let it go and release it. YOU haven't been rejected, just your story. And if you've handled the approach professionally and cordially, you'll always be able to come back with another story at another time. Regard your list of cultivated contacts as resources
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
and investments for the long-haul, not for quick fix purposes.
* Occasionally, pass along an item of interest that lies outside your own sphere of self-interest. Be someone who's not always out to get something. Also, supply your most important contacts with your home phone number.
* Get out from behind your desk. The
* Occasionally, pass along an item of interest that lies outside your own sphere of self-interest. Be someone who's not always out to get something. Also, supply your most important contacts with your home phone number.
* Get out from behind your desk. The
.
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
better you get to know the journalist on a one-to-one basis, the better your chance of a receptive ear.
* Getting beyond voice mail. Leave a succinct, provocative, targeted message. If you don't hear from them in two days, try calling early, or leave a message with an editorial assistant or colleague. Call back that ot
* Getting beyond voice mail. Leave a succinct, provocative, targeted message. If you don't hear from them in two days, try calling early, or leave a message with an editorial assistant or colleague. Call back that ot
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
her person to learn if your message was received and if there's a return message. Sometimes, you can ask the switchboard for the department that person works in, rather than a specific voice mail.
Remember that an editor or producer is buying you as well as your story. The bottom line is trust. It's up to you to earn it
Remember that an editor or producer is buying you as well as your story. The bottom line is trust. It's up to you to earn it
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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