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You had better care! Because what people think usually leads to predictable behaviors that can really affect your business, non-profit or association for better or worse.

Look at your employees. If th

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

ey believe you really don’t care about them, your organization’s productivity can take a nose dive.

And what about customers? They had better remain convinced of the value of your products and servi

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

Examples of combination products may in

ces or off they go to a competitor.

Even prospects constantly need to be made aware of your product and service values or you’ll never get them as customers in the first place.

And seriously caring

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

what key groups of people think about your organization doesn’t stop there.

You’ll have trouble hiring and keeping employees if area residents don’t see your organization as a good place to work.

Sa

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

me with minorities if, true or false, the idea takes hold that you discriminate in your hiring practices.

And don’t forget the need to be above board with journalists covering your operation. A suspic

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

Combination pro

ious reporter can create what you’ll certainly view as “bad press.”

While we’ve talked briefly about a half dozen of your key “publics,” there are certainly others that need your attention.

That’s why

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

the care and feeding of your most important external audiences can easily turn into a full-time job when you stop and think about the impacts they can have on how successfully you achieve your objec

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

tives.

O.K., so you can’t afford full-time public relations help, but is it hopeless?

Not at all because there are several actions you can and should take to address this challenge. It will require a

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

chunk of time to implement, but isn’t it worth it?

First, list the top five or six audiences that could keep you awake at night.

Clearly, the top priority is to stay aware of how they perceive your

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

enterprise. And that translates into speaking regularly with members of each group – members, customers, employees, area residents, reporters, prospects – and LISTENING for any problem areas.

Of co

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

rse, in your own best interests, you should be a regular speaker at area podiums and a willing interviewee when local or trade media want to ask you questions. By doing so, you “ventilate” matters an

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

Following aspects would a

d lessen the impact of future “bumps in the road” when they inevitably occur.

So, when problems ARE identified, corrective actions should be put in place. And when it’s time to take those actions, you

dd to the challenges in developing combination products:

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

need a two-part strategy: one, a clear, truthful message written to persuade that audience and, two, effective communications that will actually reach that audience.

Communications tactics may rang

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

e from media interviews, open houses, facility tours and plain, old meetings to promotional events and news releases.

It’s important to track progress if you ever hope to know whether your efforts a

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

re changing minds. Most important, do you appear to have successfully addressed the problem areas that came up in your initial information gathering among those key audiences?

And that means more of

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

the same – personal meetings with members, customers, prospects, employees, area residents, reporters and other so-called “thought-leaders.”

What people think is really key to the success of your o

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

Professional from academic institutions, pharmaceutical industries, health care indust

rganization because, like it or not, people act on their perception of the facts before them and that leads to certain behaviors. Because something can be done about those behaviors, this article out

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

lines how you can address any problem areas BEFORE they negatively affect your business.

Remember, if you leave those problems unattended for very long, you may be trifling with your own survival. How

.

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

much better to deal promptly and effectively with questionable perceptions and encourage behaviors that insure the success of your business.

end

Please feel free to publish this article and resour

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

Companies that provide selfless information through particip

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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