Cases - Business

Publicity is a great way to reach a lot of people with a limited budget. The key is to have a messa

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

ge that is newsworthy, which obviously changes all the time. Years ago it was enough to launch a ne

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

Examples of combination products may in

website. Nowadays that’s too common. As I’m writing this, there’s a 12-year old girl making news b

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

cause of an experiment she conducted for her school’s science fair: she had fast-food ice samples t

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

sted for bacteria and compared those test results with samples of toilet water from those same fast

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

Combination pro

food restaurants (about 30% of the ice samples had more bacteria in it than the toilet water).

Bes

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

ides ordering your next soft drinks sans ice, this illustrates something profoundly important: news

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

sells. You need something fresh. Something the public would want to know about.

So, that being sai

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

, let’s explore some ways to get your free publicity.

Write a Regular Column – Whether in a newspa

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

er, magazine, ezine, or offline newsletter, a regular column is a great way to establish you as an

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

xpert in your field. You can also send reprints to your clients and prospects to add proof to your

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

Following aspects would a

sales letters and promotional materials.

Write an Article – Articles can be anything from a short

dd to the challenges in developing combination products:

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

ssay on a topic to a feature article in a magazine, newspaper, ezine, newsletter, you name it. Agai

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

, article reprints help the selling job in adding proof to your persuasion.

Align With a Charity o

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

Other Non-profit Organization – This is a great way to get free publicity. Let’s say you’ve create

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

a course on starting a mail-order business on a shoestring budget. You can hold a free seminar wit

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

Professional from academic institutions, pharmaceutical industries, health care indust

h local low-income families and youths, give a presentation, and then give them all free copies of

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

he course. Be sure to issue press releases with your local newspaper, radio and television stations

.

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

and community publications. Stories like these make great humanitarian interest pieces for these m

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

Companies that provide selfless information through particip

dia outlets. Who knows? You could be the next guest on Oprah or the Today Show!

to be continued...

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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Advertising business gifts offer a tried and true method of publicizing your business. Little tokens of appreciation given to clients, promotional items offered as an incentive to try a new product and trinkets that advertise your name are all part of the broader spectrum of advertising business gifts.

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Cases - Free Advertising With Publicity - Part I

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