Digg It - Business

Hundreds of thousands of News Releases are sent out all the time and many people will show you different ways to write a news release in a way that will result in publicity for you or for your company. However,

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

many people over look the 17 Deadly Sins that you should never do or have in a news release. These can cause your news release to end up in the shredder!

I will discuss five of them here that I believe y

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

Examples of combination products may in

u should look at first. Ask yourself, "Am I doing any of these? And if so, rewrite or redo the new release before sending it out. Remember that the reason that you are sending one is to get noticed and have it p

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

cked up by the different media outlets.

You can gain much credibility and attention when you send a successful news release. You can also be seen as a valuable resource for information or an expert in a particul

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

r field, so it is important to make sure that your release is completed right and does not have any of the deadly sins.

The first thing that people do is to send too much information. I have seen people f

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

Combination pro

x 20 or more pages with background and promotion material. First this annoys the media. Second, the point of a news release is to get them to call you. They won't know what angle you are after and will guess wit

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

that much information.

That is if they publish at all. A news release should be one page, double spaced or at least 1/2 spaces with the most pertinent information on it. Only on rare occasions do you want more

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

You can and should have a media kit ready when they call, but the news release needs to be short.

Second, white space, white space, white space. Say these words repeatedly. Do not send a solid block of i

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

formation. It is hard to read and hard to find the facts. People generally feel over whelmed at a solid block and are less likely to read it. Remember, with the volume of releases that are received every day the

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

ditors want to scan it fast to decide if it is news worthy. They also decide if it ties in with anything so they can know where to assign the story. If they are unable to scan and find the important details or f

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

nd anything interesting fast it will be shredded.

Third, several of my friends in the media have said to me that one of their pet peeves with a news release is people who start with a history lesson.
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
b> They said that they groan and crumple up the new release without going further. 99% of the time the history has nothing to do with the news part of the news release. The history lesson is much more interestin
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
to you than it is to them. Tell them up front what the news is. Give them something to hook them in. There are many categories and classifications that you can use. Later you can mention some of the history or
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
eep it for your media kit.

Fourth, be careful which fax numbers you use. Sending your news release out on an advertising line can get it shredded fast even if it is a good story. If you send your news rel
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ase out on an advertising line it looks like a blatant request for free advertising. The media just won't want to use it. You could hurt yourself for future releases as well.

Five, Jargon whether it is in you
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
industry or just way over used jargon. You will get a much better response if you give the benefits for the clients or customers of your products or services. Flashy descriptions say nothing of what you rea
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
ly have or how it can help people. Remember, you are probably interested in the features of your product but they are interested in the benefits.

Some examples of jargon are:

*Leading

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

*Best of

*Turnkey

*Customer Driven

*Solutions

A study of all news releases sent via Business Wire and PR Newswire during a one-week period had one new "solution" being offered once every eight minu
.

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
es on average! More than half of all companies claimed to be "leading providers"

It does take time to complete a news release right; however, if you are going to take time to create one, it only makes sen
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
e to do it in a way that is well received by your intended target market.

Remember these starter points and you will be on you way to creating a much more effective news release.

All the Best in your endeavors

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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