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I'm big on getting maximum marketing exposure at the lowest cost possible. After all, most small business owners don't have huge marketing budgets, so finding inexpensive ways t

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

o market is a necessity.

Recently I was able to get free marketing exposure for my business to 100,000 people. It was something that took an hour or two of my time and the pay

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

Examples of combination products may in

off was huge. And you can do it for your business, too.

It's called Public Relations

And it's simpler than you might think. If you follow a few basic rules, you can get great

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

exposure for your business, product or service without having to pay for it. Here's all I did. See if this might apply to your business.

I sent out a press release announcing

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

the launch of my 10stepmarketing System to two local business publications. While it did not take a lot of time to write and send the release, there were a few key steps I too

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

Combination pro

k that you also must take to be successful with your PR efforts.

A few key steps

First, I found several publications that were targeted to the same type of people I am targeti

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

ng with 10stepmarketing: small business owners. Once I had identified these publications, I did some research to find out the names of the staff writers who cover marketing.

I

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

dentified a "hook" to make the story relevant to the publications and I made sure the content of my release provided clear benefits to their readers.

I emailed the release with

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

a note saying I would follow up in a day or two to answer any questions. I followed up with a phone call, speaking directly to one writer and leaving a voice message for the ot

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

her.

A few days later, I received a phone call from the writer I had left the message for, and spent 20 minutes on the phone answering her questions and helping her understand

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

more clearly how my system could help her readers. I even arranged for her to receive a copy of my product for review.

About a week later, both stories hit. One publication ran

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

Following aspects would a

my press release verbatim and the other covered all the content in my release and added quotes and information from her phone interview with me.

PR isn't hard when you follow

dd to the challenges in developing combination products:

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

these 6 basic rules:

(1) Identify news outlets that reach YOUR target audience

(2) Send news that is important to, and includes a clear BENEFIT for the publication's audience

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

(3) Send your release to the APPROPRIATE writer or editor

(4) Include a "HOOK" or something that makes it more interesting or relevant to the publication and their audience (i

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

my case, since the writers covered the local advertising community, I led with the fact that I am a local ad agency veteran)

(5) Follow up with a phone call

(6) Make yourself

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

available to do an interview, answer questions or provide additional information

While I didn't expect a whole lot to happen as a result of this release being published (my ob

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

Professional from academic institutions, pharmaceutical industries, health care indust

jective was simply to announce the launch of my business and to pave the way for future news. I know it usually takes multiple message exposures to generate significant results)

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

, the short-term results were amazing.

Not only did it generate sales, I also received an invitation to speak as a result of the stories.

What news could you share about your

.

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

business? What news outlets reach your prospects? Consider newspapers, magazines, radio and TV stations, websites, and any other form of media you can think of.

What "hook" cou

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

Companies that provide selfless information through particip

ld you use? I challenge you to consider how you could use PR to market your business. It really is easier than you think and the results can be amazing!

(C) 2005 Debbie LaChus

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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