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Digg It - The Power of Podcasting: What Exhibitors Need To Know
What's the most precious commodity in the world? Nope. Not gold. Not platinum. Not uranium. Not diamonds. The most precious commodity in the world is not something you can mine, or harvest, or hoard in safety depos
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
it boxes.
The most precious commodity is something you have an almost endless supply of. Major industries go out of their way to get it from you. Entire trades have sprung up for the sole purpose of enticing you t
The most precious commodity is something you have an almost endless supply of. Major industries go out of their way to get it from you. Entire trades have sprung up for the sole purpose of enticing you t
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
o part with yours.
What is this precious thing?
Why, it's your attention. I'm hoping by this point that I have yours. Capturing the attention of today's mass-media savvy consumer is quite a trick. Consider the co
What is this precious thing?
Why, it's your attention. I'm hoping by this point that I have yours. Capturing the attention of today's mass-media savvy consumer is quite a trick. Consider the co
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
petition: streaming video on the desktop computer, television shows on your cell phone, video game consoles that allow you to play with competitors halfway around the world. How in the world are you going to get a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
consumer who has all of these entertaining options available to pay attention to your products and services?
Enter the podcast. Podcasts are audio or video files distributed over the internet. Listeners download t
Enter the podcast. Podcasts are audio or video files distributed over the internet. Listeners download t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e files, and either play them on the computer or a listening device, such as an I-Pod. Podcasts can be on any topic -- there are regular podcasts devoted to life in Iceland!-- and any length. Some are a few minutes
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
, others go for over an hour.
Podcasts have two distinct traits that will appeal to exhibitors:
1. They allow the listener to multi-task: Many of our clients are busy, busy people. They may not have the ti
Podcasts have two distinct traits that will appeal to exhibitors:
1. They allow the listener to multi-task: Many of our clients are busy, busy people. They may not have the ti
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
me to sit down and read a magazine article, much less the new book you've just authored. Yet they can listen to your podcast while driving to work, going for the morning jog, even while working on some less-vital a
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
pects of the day's paperwork.
2. The feed the societal need for self improvement: Podcasting offers listeners the experience of attending a one-on-one lecture with some of today's most foremost experts. Lis
2. The feed the societal need for self improvement: Podcasting offers listeners the experience of attending a one-on-one lecture with some of today's most foremost experts. Lis
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
teners who want to advance their careers, improve their health, or do a better job raising their kids are natural audiences for podcasting.
Podcasting can play an integral role in your development as an Expert. Re
Podcasting can play an integral role in your development as an Expert. Re
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ular podcasts that share industry information, insights, advice, and guidance will create the impression that you're someone the public can turn to. This is an ideal time to display your expertise and speak directl
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
y to the topics that are relevant to your market and target audience. Considering the low cost of podcasting -- you can get up and running for a few hundred dollars -- can you afford to forgo this opportunity?
To
To
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
be an effective podcaster, remember the four C's. Your broadcasts must be Concise, Chatty, Clear and Consistent.
Concise: Each podcast should have a clear focus. Pick one point you want to concentrate on an
Concise: Each podcast should have a clear focus. Pick one point you want to concentrate on an
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
select your material to support and illustrate that point. It is better to offer several short, clearly focused podcasts than one, long, rambling, self-indulgent diatribe.
Chatty: Make your material engagi
Chatty: Make your material engagi
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ng. That might be difficult, especially if you're talking about estate planning or tax avoidance strategies, but it's necessary. Use real life examples and simple language to communicate your points. Listeners will
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
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
tune out jargon, dry statistics, and 'academic-speak'.
Clear: Once upon a time, politicians and thespians used to train by speaking with a mouth full of pebbles. The thought was that if one could make onese
Clear: Once upon a time, politicians and thespians used to train by speaking with a mouth full of pebbles. The thought was that if one could make onese
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
lf understood even under those circumstances, clear speech would present no problem if one were unimpeded. I'm not recommending you start putting rocks in your mouth. However, make an effort to speak clearly. Liste
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ners won't value what they can't understand.
Consistent: You can podcast monthly. You can podcast weekly. You can even -- if you're brave and have the time -- podcast daily. It doesn't really matter, as lon
Consistent: You can podcast monthly. You can podcast weekly. You can even -- if you're brave and have the time -- podcast daily. It doesn't really matter, as lon
.
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
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
as you pick a schedule and stick to it. Blow off your listeners at your peril. If there's no material when they expect it, they won't come looking twice.
Once you have your podcast up and running, remember that y
Once you have your podcast up and running, remember that y
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ou have to promote it. Link to it from your website, add info about your podcast to your signature files, and include a mention in your print advertising. People won't listen if they don't know the podcast
exists
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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