Digg It - Business

If you manage a department, division or subsidiary for a business, non-profit or association, your primary public relations model probably should read this way: people act on their own perception of the facts before them,

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

which leads to predictable 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 or

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

Examples of combination products may in

ganization the most, the public relations mission is accomplished.

Properly executed, this comprehensive blueprint will help you persuade your key external stakeholders to your way of thinking, then move them to take act

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

ions that lead to your unit’s success.

And, as you move the emphasis of the public relations crew assigned to your operation from communications tactics to the model outlined above, YOU move ever closer to personal succe

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

ss as a unit manager.

Here’s why. The blueprint 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 – your key external audiences.

Like

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

Combination pro

most managerial initiatives you implement, your new public relations blueprint also will require aggressive execution.

So, sit down with your PR people and explore why it’s so important to know how your operation is perc

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

eived by those target audience members. Make certain everyone around the table understands (and accepts) the reality that those perceptions just about always result in predictable behaviors that help or hinder your operat

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

ion.

Which is precisely why your team will need to interact with your key target audience and ask a number of questions as part of this initial perception monitoring session. “What do you know, if anything, about our ser

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

vices, products or people? Have you ever made contact with us? Was it a positive experience? Do You have any problems with our organization?

You can always retain a professional survey firm to gather these data for you b

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

ut that can be expensive. Remember that your public relations people are already in the perception and behavior business and can certainly handle this vital assignment.

Regardless of who handles perception monitoring amo

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

g target audience members, it’s crucial to be on alert for misconceptions, inaccuracies, false assumptions, untruths and, especially, unfounded rumors.

The reason is, the perception data you gather will form the basis of

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

Following aspects would a

your public relations goal, which can be quite direct such as fix that inaccuracy, correct that untruth, or clarify that misconception.

At this point, you need a strategy to tell you how you’re going to achieve that goa

dd to the challenges in developing combination products:

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

l. Where matters of perception and opinion are concerned, there are really just three strategy choices: create perception where there isn’t any, change existing opinion/perception, or reinforce it. But try to size your st

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

rategy choice to fit your new public relations goal.

Now, if you’re to actually alter hurtful perceptions among members of your target audience, you need to prepare a message that is not only compelling in its presentati

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

on, but completely believable. And it must be crystal clear, factual and persuasive if it is to move opinion in your direction and lead to those behaviors you desire.

Now, when it comes to communication tactics to carry

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

your message to the eyes and ears of your target audience, you’re in luck. There are dozens of tactics available to do the job for you. Everything from speeches, newsletters and brochures to emails, open houses and custom

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

Professional from academic institutions, pharmaceutical industries, health care indust

er briefings. But keep in mind that you must insure that the tactics you choose have a good record for reaching people just like the members of your target audience.

To show management that progress towards your goal is

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

actually happening, you will have to duplicate the earlier perception monitoring interaction among target audience members. This time, however, you and your PR people will be watching carefully for signs that the offendin

.

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

g perception is being altered, AND in your direction.

Happily, there’s one more option open to you – you can speed up the process by adding more communications tactics to the mix, AND increasing their frequencies.

Best

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

Companies that provide selfless information through particip

part about this particular blueprint is that it will help you ramp up your public relations effort in a way that let’s you pursue the behavior changes you really need if you are to achieve your unit’s operating objectives

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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I'm getting really nervous with the daily security threats that abound in the news. People forget that packaging has an important role to play in helping keep our products safe for consumption. Remember the Tylenol packaging incident? Many packaging applications, such as the tamper evident seal and the shrink wrap band, were invented as a result of that incident. Frighteningly, a major concern should be our food supply. One bio-terrorism incident in our food supply could be a thousand times more deadly than 9/11.

So often franchisors look for faster ways to expand their systems and extend their brand name. One of the common ways to do this for franchisors is to sell regional franchising rights or master franchising.

When there is voice recognition software on the market that automatically converts the spoken word into text, why hire someone to do it by manually listening to the recording and typing the words they hear?

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