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Digg It - Increasing Your Media Quotient (MQ) - Part Two
What happens when your MQ, or what I call Media Intelligence drops?
Does this fall over time or because of your actions or behaviours.
I believe poor decisions can lead to actions and behavious that decrease your MQ.
This in turn impacts on your reputation.
Think low MQ people and the names Paul W
Does this fall over time or because of your actions or behaviours.
I believe poor decisions can lead to actions and behavious that decrease your MQ.
This in turn impacts on your reputation.
Think low MQ people and the names Paul W
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
olfowitz from the World Bank, Ben Cousins from the West Coast Eagles and Paris Hilton come to mind because of their recent actions that have eroded goodwill with their stakeholders or fans.
Understanding how the media works is vital in gaining successful coverage for your organization and raising you
Understanding how the media works is vital in gaining successful coverage for your organization and raising you
; 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
r MQ.
What does the media want and how can you increase you chances in obtaining coverage?
Here is part two of the three part series on increasing your MQ.
Interviewer: Do sending pictures with media releases help get publicity?
Thomas Murrell: Yes, you can add th
What does the media want and how can you increase you chances in obtaining coverage?
Here is part two of the three part series on increasing your MQ.
Interviewer: Do sending pictures with media releases help get publicity?
Thomas Murrell: Yes, you can add th
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
em and they are useful for web releases and print but a waste of time for TV and radio. Don't show your ignorance of how electronic media works by making this blunder.
My rule of thumb is to add a line at the end of the media release for print and web that says "pictures can be provided on request".
My rule of thumb is to add a line at the end of the media release for print and web that says "pictures can be provided on request".
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
There are exceptions of course. Take for example the Australian Broadcasting Corporation (ABC) which has both a radio and TV network and now an extensive oline news portal where they publish pictures because a visual image both in print and online can add to the impact of a story.
Of course you can a
Of course you can a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
lso send a Video News Release (VNR) to a TV station.
While expensive compared to the cost of a traditional news release, they allow you to provide information the TV station may not have the resources to collect themselves.
An example would be a remote minesite or even computer generated graphics fo
While expensive compared to the cost of a traditional news release, they allow you to provide information the TV station may not have the resources to collect themselves.
An example would be a remote minesite or even computer generated graphics fo
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
r a new stadium, transport development or oil and gas project.
Any element that is graphically appealing that could add value to the story.
Slick packages made to look like news with a reporter are commonly used unedited by small regional television stations that have limited budgets for news produc
Any element that is graphically appealing that could add value to the story.
Slick packages made to look like news with a reporter are commonly used unedited by small regional television stations that have limited budgets for news produc
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
ion or are understaffed.
While some stations have a policy of not using VNRs, it is good public relations practice to provide professionally shot video clips designed to be used as stock footage.
Some critics of VNRs have called the practice deceptive or a propaganda technique, particularly in cases
While some stations have a policy of not using VNRs, it is good public relations practice to provide professionally shot video clips designed to be used as stock footage.
Some critics of VNRs have called the practice deceptive or a propaganda technique, particularly in cases
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
in which the segment is not explicitly identified to the viewers as a VNR.
So it is a grey area and one to be careful of. At the end of the day you need to weigh up the costs of doing it versus the potential return on investment.
If you only have a small budget, I would avoid a VNR and just use a s
So it is a grey area and one to be careful of. At the end of the day you need to weigh up the costs of doing it versus the potential return on investment.
If you only have a small budget, I would avoid a VNR and just use a s
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
tandard media release.
Interviewer: What other aspects are important in putting together a media release to help get it to publication/to air?
Thomas Murrell: Accuracy, timing and the quality of your distribution list. And of course you will have more success if you
Interviewer: What other aspects are important in putting together a media release to help get it to publication/to air?
Thomas Murrell: Accuracy, timing and the quality of your distribution list. And of course you will have more success if you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
have a personal relationship with the journalists or editors concerned.
Sometimes having a coffee or lunch with select media can be just as successful in getting media coverage than just blasting away to a list that you have no relationship with.
Media get bombarded with hundreds of releases a day.
Sometimes having a coffee or lunch with select media can be just as successful in getting media coverage than just blasting away to a list that you have no relationship with.
Media get bombarded with hundreds of releases a day.
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
If you can target specific sections - health, business, education with specific angles you will have more success.
Interviewer: I have heard lunch works well!
Thomas Murrell: Lunch is good - but often media are time poor. You must pay and never have any expectation
Interviewer: I have heard lunch works well!
Thomas Murrell: Lunch is good - but often media are time poor. You must pay and never have any expectation
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
that anything will come of the luncheon.
Interviewer: Can you give us any tips for leveraging your ideas?
Thomas Murrell: If one person has questions about your area of expertise, then there will be many others with the same questions.
Interviewer:
Interviewer: Can you give us any tips for leveraging your ideas?
Thomas Murrell: If one person has questions about your area of expertise, then there will be many others with the same questions.
Interviewer:
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
Can you expand a bit more?
Thomas Murrell: Turn all these questions into titles for articles and media releases you are going to write.
For, example - with your permission, I'm going to take all the questions you've asked in this global online forum and my answers and I will turn t
Thomas Murrell: Turn all these questions into titles for articles and media releases you are going to write.
For, example - with your permission, I'm going to take all the questions you've asked in this global online forum and my answers and I will turn t
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
em into at least three articles.
These articles will be pitched to health professional trade magazines, websites wanting articles and of course my own eZine, Media Motivators read by 8,000 professionals in 35 different countries.
I could then take seven of these articles and then turn them
These articles will be pitched to health professional trade magazines, websites wanting articles and of course my own eZine, Media Motivators read by 8,000 professionals in 35 different countries.
I could then take seven of these articles and then turn them
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
into a white paper or free eBook.
This could be given away as a downloadable PDF on a website or other online forum.
You see providing tailored content that provides answers to the questions most commonly asked by your prospects is the new currency to promote yourself as a recognised authori
This could be given away as a downloadable PDF on a website or other online forum.
You see providing tailored content that provides answers to the questions most commonly asked by your prospects is the new currency to promote yourself as a recognised authori
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
ty.
I call this the gravity effect of a strong personal brand and positioning yourself as the 'go to' person.
By attracting prospects to your business by this powerful and invisible force, you not only have more qualified leads which will increase your conv
I call this the gravity effect of a strong personal brand and positioning yourself as the 'go to' person.
By attracting prospects to your business by this powerful and invisible force, you not only have more qualified leads which will increase your conv
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rsion rate to sales, but you will also have less wastage.
Traditional marketing reaches out to people through the push approach, but the gravity approach uses information to pull people to your business.
Besides being interviewed on an online forum, here are five other ways I leverage my expertise:
Traditional marketing reaches out to people through the push approach, but the gravity approach uses information to pull people to your business.
Besides being interviewed on an online forum, here are five other ways I leverage my expertise:
.
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
- Writing articles for eZines, websites and trade magazines.
- Turning these articles into an eBook, white paper or traditional book.
- Interviewing other experts for an article, book or podcast.
- Reading other books and doing a book review with key points. You learn and t
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
hen leverage with others. Record presentations and turn them into a product or break them up and broadcast them as a podcast or video on YouTube. So you see I've spent an hour in this forum and yet have written three articles at the same time! So thank you for asking me to take part
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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