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Thanks all for your wonderful interest in our publicity tips. The series is a set of tried and true publicity tips to use while working with the media. You'll learn 4 of the top pre-interview

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

tips, on-camera or on-air tips, media etiquette tips & lots more PR pro tips to help position you as the media's dream guest!

Don't miss this series. When the media calls, you'll be ready!

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

Examples of combination products may in

TIP #1 Don’t Try To Change The Segment Or Story Idea

During the pre-interview with the producer or journalist, please do not attempt to influence the producer or journalist to slant or chang

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

the original segment idea. This is because the article, story or segment idea is most likely already set in stone by Managing Editors or Executive Producers and your contact has very little

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

flexibility. They are assigned to develop a story or segment idea according to a specific set of directives and appreciate your support in moving the story or segment forward.

Always give the

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

Combination pro

media the info they are looking for first so they can complete their assignment otherwise, they might decide to move on to another expert! If you do a great job for them, that is, you are on

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

arget and on message without meandering off topic or discussing topics that fall outside the scope of the placement, they will use you again!

Of course, if they ask you about other ideas you m

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

ay have, feel free to give them your best stuff!

TIP #2

Never Cancel A Segment Or Appointment With The Media!

Once you represent that are able for the media opportunity, please do not change

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

your mind because the producer or journalist moves immediately to finalize the media placement on their end.

If you pull out you upset the booking process you leave the producer or journalist

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

in a tough spot. This business is built on trust so never do anything to jeopardize the trust the media has in you.

When you make a commitment, stick to it, even if something comes up that yo

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

u feel is more important. Your word should be worth gold in this industry!

TIP #3

Prepare Talking Points For The Pre-Interview With The Journalist Or Producer

Prepare your talking points i

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

Following aspects would a

n advance of your pre-interview or interview with the media. This way, you will appear to have command over your area of expertise and knowledgeable about the issue under discussion. You will

dd to the challenges in developing combination products:

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

avoid stumbling for thoughts or concepts.

If the media doubts your ability or expertise in the pre-interview, they will not use you for the placement. They simply have no choice. Their job i

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

s to book top qualified experts and if you indicate you are not that, they have to move on. As Annie Jennings PR has said for many years, think of any contact you have with the media as an aud

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

ition. Everything you do is evaluated by the media with the thought in mind - is this person the perfect expert for the story or the segment?

You can make the media contact confident in choos

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

ng YOU if you are ready and prepared to discuss the topic. Create at least five discussion points on the topic before you speak to the producer or journalist.

You'll be happy you did!

TIP #4

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

Professional from academic institutions, pharmaceutical industries, health care indust

Make Sure The Media Has Your FAST Contact Info!

Always provide the media with your contact info including your cell phone and fast contact info. As we mentioned, when the media moves, it m

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

oves fast. If you are actively seeking PR or are booked for a media opportunity already, keep yourself available and able to be reached immediately. If you give out your cell phone be sure

.

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

t is working properly and also check your messages immediately so you don't miss a thing.

If you are traveling to a location for a TV or radio segment ask for the emergency contact info to the

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

Companies that provide selfless information through particip

producer and of course, only use it for emergencies. This way, if you have trouble finding the location you know how to reach your media contact immediately.

Copyright 2006 Annie Jennings P

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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