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There’s a saying in the newspaper business: Advertising is expensive—but editorial is priceless! This simple phrase speaks to the fact that readers trust and value any information they read in an article or column far more than any data they glea

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

n from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same. Positive editorial coverage is worth its weight in gold.

Yet many exhibitors don’t know how to work effectively wi

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

Examples of combination products may in

h the media. I hear it all the time – from both sides of the aisle. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications – and reporters get irritated, frustrated, and downright

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

disgusted with those exhibitors who seem to go out of their way to make getting a good story possible. It’s a no-win situation – but it doesn’t have to be!

Here are ten do’s and don’ts about working with the media at a trade show. Remember, the

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

press is not your enemy! Reporters have a job to do, and nine times out of ten, it’s in your best interest to help them do it. You both win – they get good copy for their story, and you get editorial coverage.

Do: Do your homework before

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

Combination pro

he event. Develop several newsworthy angles that showcase your message. Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies, and useful advice. Human interes

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

t stories are great because they allow writers to put a ‘face’ on what could be a dry nuts and bolts story.

Don’t: Decide what story the reporter is going to write before they even get to the show. Sure, you might have all these great hum

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

n interest angles or wonderful quotes, but if the reporter is trying to put together a succinct, ‘just-the-facts-Ma’am’ story, that’s just extra noise the writer doesn’t want or need. Listen to what the reporter is asking for, and provide that.

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

Do: Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Reporters keep ‘source lists’ -- people who are informative, friendly, and quotable. That’s where they turn first wh

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

n they need to write a story on a particular topic. You want to be on that source list.

Don’t: Snub the little guy. Just because someone is writing for the Omaha Chamber of Commerce today doesn’t mean they won’t be editing the most presti

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

ious trade journal tomorrow. Professionals move in the media with amazing speed and regularity – but they take their memories with them. Burn a reporter when they’re nobody, and they’re going to remember when they’re somebody!

Do: Have a

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

Following aspects would a

good press kit. Include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos or link

dd to the challenges in developing combination products:

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

to on-line FTP sites where photos can be found; key contacts. Everything must be accurate and verifiable. Unique packaging is good if you’re unknown, otherwise, don’t bother.

Don’t: Pad your press kit with tons of ‘fluff’. Short and to t

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

he point is much better. Avoid gimmicks, head shots of your CEO, outdated, false, or exaggerated information. Misleading statistics can be the kiss of death – give context for all numbers. Standard sized folders or smaller is best, as these easil

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

fit into bags and briefcases.

Do: Make every effort to spread the word. Coordinate with show organizers at any media events they host, and make sure that plenty of your press kits are available in the media room. Post all relevant inform

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

tion on line, so information can be accessed after the event. Hold press conferences when appropriate.

Don’t: Hold a press conference ‘just because’. Press conferences are specifically for major announcements, new product introductions, b

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

Professional from academic institutions, pharmaceutical industries, health care indust

ut only if they are truly new or improved, or general industry trends - what’s hot and what’s not. If you host a poorly organized event when nothing newsworthy is shared, you’ve just irritated a whole room full of reporters. Not a good idea.

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

o: Keep your promises. If you schedule an interview, be available and on time. If you arrange to have materials sent to a reporter, make sure they’re actually sent. Promised photos should be as described. Reporters work tight time frames, so

.

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

when you fail to deliver what they’re expecting, they don’t have time to come back looking. They’ll move onto another, more accommodating source.

Don’t: Assume that the reporter knows everything about your industry, especially if they are

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

Companies that provide selfless information through particip

from a general interest publication. Provide background data, give real-world examples, and avoid industry specific jargon. Spell out acronyms at least once, and explain the relevance of any awards, certifications, or honors you may be discussing

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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