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Andy Warhol was right. Everyone will be famous for 15 seconds! You can also apply that idea to companies and organizations. So if you can count on having your business or organization in the spotlight, it

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

's a good idea to be prepared. Having a qualified professional as the media spokesperson is a smart move if you want to engage the media on a regular basis, or you can see the possibility of dealing with

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

Examples of combination products may in

media for a variety of reasons, planned or unplanned.

If media relations are an important part of your business strategy the person responsible for dealing with the press is usually the person in charge

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

f communications or marketing. In a large corporation there is often a separate public relations or media relations department and the manager of that department is usually the spokesperson.

The designat

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

ed spokesperson should have expert communication skills and have the ability to stay calm in any situation. That person must have a working knowledge of how various media work, its role is in our society,

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

Combination pro

and what media needs in order to do its job. It also makes it easier if the spokesperson views the media as a means of external communications and not as the enemy.

Successful spokespeople understand how

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

to “play the media game.” They have the confidence to handle any situation and they don’t take things personally. It is also critical that your spokespeople have regular access to the decision makers in

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

the organization. The biggest asset with media is credibility. If the spokesperson is nothing more than a token contact person, the media will see through it immediately and will not give their statements

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

much weight.

And it’s not only the spokespeople who need training and experience in dealing with media. It’s also important that everyone in the organization knows what to do and how to respond when a 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

eporter calls. The goal of any response should be to assist the journalist in getting to the right person so they can get the information they need quickly. Make sure that everyone from the receptionist

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

to the executives knows what to expect and how to handle those calls. Have a consistent policy in place and make sure it is reviewed periodically.

When a crisis or controversy hits your company, the spo

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

Following aspects would a

kesperson can change depending on the nature and severity of the issue. In any case it’s a good idea to have top executives ready to step in and fill the role. Create a crisis communications plan and dev

dd to the challenges in developing combination products:

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

elop a list of worst case scenarios. From that list figure out who would be the best public face of the organization. Conduct drills and role playing exercises to practice skills and procedures. In additi

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

n to keeping skills sharp, drills will help you find weaknesses in your plan.

The initial stages of a controversy or crisis are critical. Generally, the public expects to hear from a CEO or President of

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

a company when things go wrong. However, it may be best for the CEO to be dealing directly with the crisis and for someone else to serve as the public face until the CEO is available. It’s also possible

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

that head of the company is not a good speaker. If that’s the case, sometimes an outside expert can help you deliver that news and work to improve their skills. It also helps to have other executives ava

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

Professional from academic institutions, pharmaceutical industries, health care indust

ilable to be additional speakers during any press briefings.

How your organization responds sets the tone and communicates your core values. The public is looking to see if your organization is going to

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

do the right thing or will you try to deflect the questions or any sense of responsibility. When things go wrong there always seems to be an epic struggle between the company communications team and the

.

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

legal team. Figuring that out in the middle of a crisis is not the best time to come up with a long term solution. You are better off having settled those issues before anything negative happens.

Plann

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

Companies that provide selfless information through particip

ing and preparation is the key to successful media communications in any situation. Media training for anyone who may interact with media is a must. It’s an investment that pays off when it is needed most

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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The emotions associated with work influence our career choices. Every career decision we make has an impact on our ability to meet our basic needs. Making good career choices requires that we shift our perception of work. We need to take a business-like approach to our careers.

There is really no wrong way for you to clean a home. But as with any business, time in your cleaning business is valuable. The more cleaning jobs you can fit into a day, the more potential profit you earn. If you can complete the basics faster, then you have more time to offer specialized services or to move on to cleaning the next home.

How many of your customers are loyal customers? More importantly do you know why they are loyal customers?

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