Main Subject - Business

So, there is something you think someone needs to know. But they are busy, or swamped with messages, or just don’t think it is important. These days we are inu

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

ndated with more communications, e-mails, newspapers, junk-mail, TV, web, memos, signs, than ever before so it is very hard to make your message stand out. The

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

Examples of combination products may in

e are a few methods you can use to help people see that your message is worth paying attention to, whether it is a notice on the staff board, a letter to exist

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

ing customers or a sales presentation.

White Space: This is very important in written communication. Any document that is crowded and packed

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

ith writing is off-putting just to look at, let alone really read. Use the space wisely, cut out the waffle and anything that is not essential – you can tell t

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

Combination pro

hem where they can find more detailed information if they want it. Use good sized margins all round the page and space between paragraphs, headings, sections a

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

d so on. A document needs to look inviting and as though it will not take all afternoon to plough through.

Language: Watch yours. You are not

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

trying to write a Booker prize winning novel so keep your prose plain, to-the-point and uncomplicated. No one cares how many long words you know. The average

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

entence length should be 8 to 15 words and it helps to vary the length to avoid a monotonous rhythm. The whole purpose is to communicate a message; ask yoursel

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

f if the average person in the street can understand what you have written.

Verbals: If you need to speak about a topic to a group of people,

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

then it is common sense to make sure everyone can hear you. Will you need a mike and speakers? Structure what you are saying carefully and plan your speech – b

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

Following aspects would a

t do not follow a written script as this will make you stilted, dull and stop you responding to your audience. Write key ‘trigger-words’ in very large type on

dd to the challenges in developing combination products:

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

postcards and use them to start you off on each section in the right order. Watch the audience. How are they responding? Enthusiastically? Looking bored or pla

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

n bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them?
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
g> Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly in
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
ernal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new computer system don’t go on and o
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
n about its technical details – tell them how it will make their work and lives easier. You may be proud of a new service you are launching but your customers
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
on’t care how long you have been working on it, where the idea came from, what new systems have been introduced or who the team was, just tell them that from n
.

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
ext month they will be able to pay their bills in old green shield stamps (or whatever).

By Fiona Bailey of Pebble Communications. elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
mmunications.co.uk/" target="_blank" rel="nofollow">www.pebblecommunications.co.uk. Helping SMEs grow through public relations and professional copywriting

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 - Communication Counts - How To Make People Pay Attention

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