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You have been if you’re a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important out

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

side stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.

A plan, say, like this one: people act on their own perception of the facts before them, which leads to predictab

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

Examples of combination products may in

le behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving- to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplis

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

hed.

Managers like yourself can win big when you base your public relations planning on this kind of blueprint, one that demands of you a sharper focus on the very groups of outside people who play a major role in just how successful a manager you will be –

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

your key external audiences.

The payoff can take many forms: repeat purchases, a big bounce in showroom visits, increases in capital gifts, new waves of prospects, a large boost in membership applications, and even new inquiries about strategic alliances or

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

Combination pro

joint ventures.

More important, as you move the emphasis of the public relations people assigned to your unit from communications tactics to the blueprint outlined above, YOU move closer to personal success as that unit manager.

Take control of the PR fol

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

ks assigned to your unit and insure that every last one of them understands why it’s so crucial to know how your operation is perceived by your key target audiences. Be certain that they accept the reality that those perceptions almost always end up as predi

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

table behaviors that, left unattended, can raise cane with your operation.

Discuss how your PR team will undertake a perception monitoring session and question members of your key target audience: have you had prior contact with us? Was it satisfactory? How

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

much do you know about our services or products and people? Have you encountered problems with our organization?

While you can always hire survey specialists to round up these data for you, remember that your very own PR team is already in the perception a

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

nd behavior game and should be of use for this project.

No matter who handles the perception monitoring drill with members of your target audience, you/they must remain alert for false assumptions, unfounded rumors, inaccuracies, misconceptions and untruths

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

The reason for this caution is that the perception information you gather helps you establish your public relations goal. Examples might include, spike that rumor, correct the false assumption, or clarify the misconception.

But how do you go about achievi

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

Following aspects would a

ng that goal? You pick the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Be certain, however, that the strategy you choose is an obvious fit with your new publi

dd to the challenges in developing combination products:

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

c relations goal.

Now, what will you say to members of your key target audience to help persuade those with the offending perception to your way of thinking? Select your PR team’s best writer because you must prepare a very special, corrective message. One

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

that is not only compelling and believable, but very clear, based on solid facts and persuasive if it is to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.

The next step, luckily, is easy. You must select comm

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

nications tactics to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like the members of your target audience, you can pick from dozens that are available to you. From consumer

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

briefings, media interviews, newsletters and personal meetings to speeches, facility tours, emails, brochures and many others.

Keeping in mind that the method of communication can often affect the credibility of the message, you may wish to deliver it duri

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng a meeting, a presentation or other small getogethers rather than in a higher-profile press release.

Soon, you will want to demonstrate that your new public relations effort is making progress. And that means a second perception monitoring session with me

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

bers of your target audience. Using many of the same questions as in your first benchmark session, you will now be on alert for signs that the offending perception is being altered in your direction.

Fortunately, you can always move things along by adding m

.

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

ore communications tactics as well as increasing their frequencies.

You will not be shortchanged – nor feel shortchanged – when you sharpen your focus on the very groups of outside people who play a major role in just how successful a manager you will be –

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

Companies that provide selfless information through particip

your key external stakeholders.

Especially when you use a workable plan that helps you persuade those important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary

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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