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There’s an unwritten "code of ethics" out there that dictates the guidelines the media expects savvy publicists to follow. Certain do’s and don’ts that keep the amateurs out of the "club". More than a few well-intenti

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

oned businessmen owners trying to lobby for free publicity have been caught in the tangled web of protocol violations.

As crazy as it may sound, the most common reason publicity campaigns fail is something you migh

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

Examples of combination products may in

call the paralysis of analysis. You come up with an idea, it sounds good, but you wonder if you’re being objective enough. Weeks and months later you’re still tweaking and fine tuning it. If this is a problem for you

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

it might be helpful to know that editors and program managers never remember the bad press releases (unless they’re really bad). It’s the good stories they remember. So if you send one in that gets tossed in the tr

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

sh, it shouldn’t hurt your chances the next time around.

Right up at the top of the list of reasons press releases fail is a general category you might call trying too hard. It usually stems from insecurity. You’ve n

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

Combination pro

ver done this before, so you want to cover all bases. That usually leads to a long list of behaviors that do nothing but label you as a beginner.

Under this category you’d find those long, 10-page press releases. The

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

y tell it all. You walk away with a complete picture. They say far more than needs to be said.

The ONLY purpose for a press release is to entice an editor or program director to call for details. The entire press rel

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

ase should fit on a single, double spaced page. You just need to give them the basics. A few details and plenty or reason to call. Anything else will make your release too long to merit the time of the typical media

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

person.

This category would also include the fancy press release. Cutesy flowers on the border and perfumed stationary all yell "AMATEUR" to a news editor. So do deliveries by singing bears and tap dancing teens. Peo

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

le who know what they’re doing typically limit themselves to simple straightforward stories on white, unadorned stationary. The story should be the main focus, not the paper it comes on.

Which brings us to another se

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

ious mistake a lot of press release writers fall prey to. They can’t answer the simple question:

Why are you telling the story?

Remember, you’re trying to get your story run as news or entertainment. Something that

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

Following aspects would a

would make a stranger stop and buy a newspaper.

Before including anything in your story, always ask yourself "who cares?". Is this the kind of stuff the average Joe walking down Main Street wants to know or are you t

dd to the challenges in developing combination products:

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

ying to sell information only your mother and kids are interested in?

Even if you happen to get it perfectly right the first time, there’s another very deadly trap most beginners fall into.

It feels great to see your

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

icture on the front page of newspapers around the country. But fame is very fleeting. It won’t be long before business will be back to "normal", unless you plan carefully. Plan your campaign ahead of time and schedule

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

what you have to say so you can say it in various stages. Find ways to become more than just a one-time guest.

You want the world to know you as the "expert" in your field. You need to watch the news whenever it br

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

aks a story you can build on. You want to do your own reporting every time something in your field comes up you think the world might want to know about.

Once you get the system down, it’s then just a matter of keepi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng the momentum going.

If you need help writing press releases, you can find all kinds of free information on my web site at www.PressReleasesMadeEasy.com.

If you’d like to become a real pro on the topic, you must g

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

t my publicity kit. It offers complete, step-by-step instructions and includes dozens of samples of successful press releases and media campaigns that you can use as your models. You’ll also find a huge list of news

.

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

aper and radio contacts around the country, an invaluable source in getting your campaign going. You can find the complete course at: www.Hartunian.com/prkit.

It’s a crazy world out there, and most attempts at tellin

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

Companies that provide selfless information through particip

stories fail long before they make it out of the printer. Fortunately it only takes a little know how to stand out among the 5% or so that regularly get their stories published and their guests interviewed.

# #

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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