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Digg It - How to Run a Successful News Release Program
Marketing public relations gives you cost effective ways to reach your audience. The trade-off, however, is time. It takes time
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
to develop and execute public relations programs. It can take time for these programs to yield rewards.
Here are six simple s
Here are six simple s
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
eps for developing a news release program that extends your reach and generates inquiries at a fraction of the cost of advertisi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
g.
1) DETERMINE YOUR AUDIENCE AND MESSAGE. If you have a marketing or communications plan in place, you already have audiences
1) DETERMINE YOUR AUDIENCE AND MESSAGE. If you have a marketing or communications plan in place, you already have audiences
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
and messages defined. No need to reinvent for your news release program, although you may need to select audiences and messages
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
that are most appropriate.
2) BUILD A LIST. Once you know your audience, you’ll need a list of publications they’re likely to
2) BUILD A LIST. Once you know your audience, you’ll need a list of publications they’re likely to
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
ead. A great place to go to create a list is http://www.medialistsonline.com – a service of Bacon’s. It’s reasonably priced an
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
fast. The downside is the lists come with no updates. You may need to re-purchase your list several times during a year. Or
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t may make more sense for you to buy a media directory subscription.
However you build your list, make it broad. With a news r
However you build your list, make it broad. With a news r
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
lease program you can send releases to many more publications than you can afford to advertise in. Sending a release just entai
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s paper, printing, a photo, an envelope and a stamp.
3) DETERMINE NEWSWORTHY TOPICS. This is a tricky but critical step. You’
3) DETERMINE NEWSWORTHY TOPICS. This is a tricky but critical step. You’
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
l need to think like a member of your target audience. What’s going to interest him or her? Usually it’s new stuff -- products
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
services, applications, literature, software. If you don’t have these to write about, your news releases might not get past th
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
editors’ trash can.
4) INCLUDE A PHOTO. Publications can be hungry for visuals so send one with your release – a photo, illus
4) INCLUDE A PHOTO. Publications can be hungry for visuals so send one with your release – a photo, illus
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ration, chart or graph. In most cases a 3” x 5” glossy B&W print and a color slide will work. Be sure to send good quality vis
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
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
als since the quality will reflect on you.
5) SET A SCHEDULE – AND STICK TO IT. Sending releases regularly lets editors know y
5) SET A SCHEDULE – AND STICK TO IT. Sending releases regularly lets editors know y
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
u’re reliable. If you have six topics for the year, send out a release every other month. Twelve topics – one a month. General
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rule for monthly publications is one release per editor per month.
6) MEASURE RESULTS AND LEARN. It takes about three months b
6) MEASURE RESULTS AND LEARN. It takes about three months b
.
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
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
fore your releases will show up in monthly publications. Less time for pubs that come out more often.
Track what runs, where i
Track what runs, where i
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
runs, how much space you get and inquiries generated. You can use this information to measure results and improve your program
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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