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With the right product or service, traditional radio is a great medium for marketing, but has a very short shelf life. Traditional radio can be costly and limits you to a thirty to sixty second spot.

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

A great alternative is Internet radio, also known as Web radio. As the name implies, web radio is a broadcasting service transmitted via the Internet. Although some web radio stations correspond with a

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

Examples of combination products may in

traditional radio station, many web stations are completely independent and only broadcast on the Internet. Internet radio is an extremely cost-effective way to market and promote your products and

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

ervices. Whether your genre is business, women’s issues, spiritual, health, wellness, financial, or dog training, you will find shows of every description looking for guests. Some web radio programs

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

will charge you a fee to be a guest, but most do not cost anything. If you choose to pay for a guest spot, the fee can be put under the category of advertising costs. If you are going to invest finan

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

Combination pro

ially, whether it is $5 or $500, do your homework to find out if the investment will be beneficial. In some cases, the investment will be well worth it. But if you are not careful, you can foolishly sp

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

end money and gain little or no return on your investment. When looking for a Web radio program for your product or services, consider the following:

• What is the station’s market reach?
• Wh

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

is the market?
• What are the marketing strategies of the radio program?
• Who are some of the other guests that have been interviewed?
• How experienced is the host?

Although it may

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

seem like you can get incredible reach with web radio (and in many cases you can), you can waste a lot of time and money following false promises.

Since are free services on the Internet that allow v

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

rtually anyone to start a web based radio program, practice due diligence to make sure you are investing time and money wisely. There are some online services available where someone can literally star

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

t a station in a matter of minutes. The challenge with this is you have lots of “rookies” claiming to be well-positioned in the market place. So again, do your homework!

On the other hand, if you are

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

Following aspects would a

dealing with a professional host and station, there are ample benefits. A well-positioned show and station can gain you instant access to a global market for practically no cost. You can quickly become

dd to the challenges in developing combination products:

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

a recognized expert in a very short period of time through the power of web radio.

Although it does take time to find great places to be interviewed, it can be well worth the time invested especially

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

if you are what is considered a perfect guest.

Great guests are more difficult to find than most people realize. If you are a star guest, chances are you will be invited back again and again. You may

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

lso be referred to other web radio hosts. Imagine what this can do to increase your market reach and lower your cost per lead conversion rate!

Treat any radio interview as a great opportunity - becaus

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

e it is! If you are using web radio as an integral part of your marketing mix, invest in the services of a good media coach. Your coach will be able to help you polish your message in a very profession

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

Professional from academic institutions, pharmaceutical industries, health care indust

l and engaging manner.

Once you have secured an interview, make it easy for the host to work with you. Provide the information the host needs as soon as possible. Prepare a short bio and a selection o

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

f questions to the host. This gives them an idea of what to ask. Make sure that you can be clearly heard while being broadcast; don’t use a cell phone or headset during the interview.

In most cases, y

.

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

u will be interviewed to inform, educate, entertain or inspire, not to sell something. Speak clearly, avoid industry jargon, shut out background noise and most of all, have fun!

If you have not includ

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

Companies that provide selfless information through particip

ed web radio in your overall marketing, it may be time to rethink this. With new stations popping up every day, show hosts are always on the lookout for great stories and people to feature. Why not you

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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