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There's a dirty little secret about press releases that the media d

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

oesn't want you to know. The fact is, most of them travel directly

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

Examples of combination products may in

from the sender’s computer to the reporter’s trash box. Or from out

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

of the envelope into the "round file."

That's part of the reason

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

eporters don't like to be asked "did you see my press release." The

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

Combination pro

y probably did, but they threw it in the trash so they don't rememb

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

er yours specificially.

But you do still need press releases somet

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

imes. (Like, when you have news.) So when you do, remember this.

Y

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

u may already know that every press release has a headline – a shor

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

t title – and a lead, or first paragraph. What you may not know is

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

that virtually nothing else in your release matters!

The job of a

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

Following aspects would a

release is to attract and pique the reporter to read on. Keep the “

dd to the challenges in developing combination products:

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

ead” and the “lead” snappy – and short. Make them compelling, intri

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

guing, and grabbing.

(But still true, please. This is no time to e

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

mulate a supermarket tabloid. Do not claim, for instance, that famo

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

us stars are among your clients, just because the former quarterbac

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

Professional from academic institutions, pharmaceutical industries, health care indust

of the high school football team uses your services.)

To get the

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

best chance for publicity from your press release, put as much time

.

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

into carefully crafting these two inches of your masterpiece as yo

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

Companies that provide selfless information through particip

u allot to writing the entire rest of the release. I am not kidding

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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