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You have heard of a marketing plan, you have heard of a business plan, but have you heard of a co

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

mmunications or PR plan?

Known as the ''RACE'' (Research, Analysis, and THEN Communication, and

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

Examples of combination products may in

Evaluation) formula, here are the steps to consider in your PR and promotion plan:

1. Rese

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

rch:Who are your target audiences? Where do they get their information? Are media relations the b

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

st way of reaching them or can you go directly to them?

2. Analysis: So, you have the raw data..

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

Combination pro

what does it tell you? If you are a toy distributor looking to get your product out to more kids

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

han ever before, perhaps the way of doing it is proving to older siblings just how ''cool'' the n

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

w gizmo actually is. Perhaps your company sells to a small group of government purchasers. In t

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

is instance, the analysis tells you that a more focused and ''below the radar'' approach is neede

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

.

3. Communication: ONCE you have taken up the 1st two steps, this is the time to decide on the

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

ethods you will use. Will it be press releases? What about a grand scale event with advertising?

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

Following aspects would a

How about newsletters or an online PR campaign? The options are limitless.

4. Evaluation: Now th

dd to the challenges in developing combination products:

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

t you have decided on the tools for promotion, how will you measure its effect? If you've gained

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

pack of media clippings as a result of your efforts, that's great and one means of evaluating. But

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

how will you know if perceptions have changed in your favour? By this point, you will need to con

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

ider surveys or even focus groups.

PR is more than just ''bugging'' journalists for coverage. Fo

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

Professional from academic institutions, pharmaceutical industries, health care indust

the long term development of your business, you owe it to yourself to start planning now. You'll

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

be amazed how it will positively impact your brand recognition. Fortune 500 companies such Star

.

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

ucks have successfully leveraged PR plans to their benefit. You can too! Coming in the New Year,

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

Companies that provide selfless information through particip

will be launching a new stand alone service helping professionals build their promotion/PR plans

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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