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Many successful authors and publishers know that talk radio is the perfect venue for promoting almost any non-fiction book. Most authors of how-to books, financial advice books, self-help books, travel books, medical books—ev

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

en history books— are welcome guests on talk radio because the hosts like to present their listeners with useful and topical information from an expert.

So where does that leave fiction authors? Facing an uphill battle! To

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

Examples of combination products may in

ut in blunt terms, it’s been tough for fiction writers to land those coveted talk radio interviews and attract other major media exposure. But don’t give up hope because it’s not a lost cause. There’s a knack to grabbing the

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

attention of hosts and producers and getting booked on their shows. You have to know how to throw them the perfect pitch.

Fortunately, over the past 18 years we’ve developed several innovative and tried-and-true techniques f

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

r promoting both nonfiction and fiction authors. I’ll share a few of our secrets with you.

· When crafting a talk radio campaign, the first thing we do is examine the author’s profession, background/experience, and in

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

Combination pro

erests. Is there anything fascinating, glamorous or downright compelling about the author? If there is, we pitch this information in an exciting way that makes hosts feel like the author is a ‘must-have’ interview.

·

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

Take one of our clients, a former judge on the Arizona Supreme Court. While his nonfiction book was a great behind the scenes look at the judicial system we knew the angle had limited mileage. We played it for as long as we

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

could and then it was time to create some new angles.

· Because we keep a good pulse on what the public’s talking about, we knew that his profession alone would make him an ‘in-demand’ guest. By positioning him as a j

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

dge who would comment on legal issues in the news (and there were a lot of big cases at the time) we generated a great ‘buzz.’ When all was said and done, he appeared on well over a hundred shows across the nation. And, dur

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

ng the course of those interviews, the hosts gave him ample time to discuss his book and plug it.

· After we’ve scoped out our author’s background, we look at the book’s key message and how it might tie into current ev

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

nts or hot topics. For instance, we had a client who had written a book instructing people on how to get their “estates” in order…while the Terri Schiavo controversy happened to be raging. So we were able to tie our author’s

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

Following aspects would a

book into the ongoing national debate. Needless to say, this author was a hot commodity on talk radio and got a huge amount of media attention for himself and his book.

· If we can’t focus the pitch around the author o

dd to the challenges in developing combination products:

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

a current event, we’ll find a theme or ‘hot-button’ issue in the book that people can relate to. In fact, this is our “secret” for promoting fiction authors. We once had an author come aboard with an interesting fiction titl

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

but the story didn’t tie into any current or newsworthy events. Nor was our author a celebrity of any sort. But we found a storyline we knew people could relate to and that our author could talk about: “Is it possible to out

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

grow sibling rivalry?” The subject struck a chord with so many hosts and producers that we ended up surprising the client with the number of bookings.

As experts in talk radio, people often ask us how we can possibly book 50

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

o100 interviews a week while staying within the strict guidelines of stations and markets we use. The answer is simple: It’s the close relationships we have with hosts and producers. Even more basic than that-- we know what th

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

Professional from academic institutions, pharmaceutical industries, health care indust

media is looking for in a guest…and, that’s exactly what we give them. And now you know what they’re looking for, too!

Hope these select tips help you market both yourself and your book to the media.

About Marsha

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

Friedman: Marsha Friedman is the CEO of EMSIncorporated, (EMSI) a leading publicity firm that has represented many well known clients such as Motown's Temptations, Teamsters Union Presi

.

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

ent Jim Hoffa, Jr., National Security Advisor Robert McFarlane, Bristol Myers Squibb, Financial TV personality, Jim Rogers and Dr. Barry Sears.

About EMSIncorporated: EMSI
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
rong> is a nationally-recognized publicity firm specializing in arranging interviews on radio shows around the country, appearances on local and national TV and obtaining editorial coverage in newspapers and magazines.

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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Digg It - Fact or Fiction - Here's How to Get Talk Radio Hosts Talking to You about Your Book

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