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While many consumers buy products and use the services of others on a daily basis, few stop to think about why they chose one brand or person over another. The power of print, advertising, and images from television and film o

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

ften have more of an effect on consumer choices then they may admit.

With a product or service to sell, you have likely already investigated the costs and demographics of various traditional venues for advertising, however it

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

Examples of combination products may in

is likely that you have missed a key to selling and an easy way to gain attention for your projects and products—becoming an expert.

Choose a popular product or service associated with a person. It may be a diet book, a lawy

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

r, or even a favorite band. The majority of these products started out as any other, gaining market share or attention through traditional advertising or word-of-mouth. But, at some point, the people associated with these prod

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

ucts were regarded as experts, or as key people in their area. At that point sales likely significantly increased. With this evaluation, it is easy to see why a campaign to establish yourself as an expert can mean the differen

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

Combination pro

e between successful or mediocre sales or the difference between getting that job or promotion.

Understanding the benefits of this alternative advertising is simple. Understanding how to establish yourself as an expert or hig

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

hly regarded person associated with a product is the difficult part. Those who have hired a public relations company and/or advertising firm may assume that establishing you as an expert is already a goal. Since this focus oft

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

n takes longer than other forms of public relations, many firms forgo these efforts as they are rewarded for quick placements. That leaves this essential area of public relations up to you, the expert.

Perhaps you think you d

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

o not qualify as an expert. Just who can be an "expert," anyway? Almost anyone can be considered an expert in today’s world. Aside from the obvious experts, those with significant training in their field, like physicians, lawy

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

rs, firefighters, etc., authors hoping to sell more books, assistant professors or lower level professionals hoping for the corner office, those with niche specialties, or those experience in an area, can qualify.

Establishi

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

ng yourself as an expert is difficult to do without media contacts and without representation. Those with representation are taken more seriously and most journalists prefer to deal with representatives they can trust. Journa

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

Following aspects would a

lists prefer to communicate through representatives rather than spend their time hunting down the expert at work or on his mobile phone.

If your public relations firm does not focus, specialize, or include expert placements i

dd to the challenges in developing combination products:

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

your plans, (and most do not) find a service that does. The cost will be significantly less than other areas of your PR budget.

When considering expert placement keep a few things in mind:

1. A good representative will be a

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

ble to tell you if they think they can place you given your experience and specialty area and will not take you as a client if they do not think you qualify.

2. If you write, speak with your representative about helping you w

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

th pitching to the appropriate media outlets. Though not an option for everyone, this can be beneficial for newer freelance writers and those with very specialized expertise.

3. Choosing a service that focuses primarily on ex

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

pert placement likely means those who need experts seek them out.

4. Though cost is important, your best representatives are not necessarily the most expensive and the worst are not necessarily the least expensive. Email or c

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

Professional from academic institutions, pharmaceutical industries, health care indust

ll the company or individual to get an idea of how they work if their price is not what you expect.

5. While signed with a company, remember to always keep them informed as to how you can be contacted. If someone wants your s

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

ervices and you can not be contacted, it lowers your credibility and that of your representative.

6. Some experts will be more in demand then others. Rest assured that good representatives are working hard to place you as the

.

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

want you to remain under contract with them and recommend them to others. Your success is their success.

7.If you are not getting placements try writing an article, highlighting recent sales, or informing your representative

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

Companies that provide selfless information through particip

of recent activities. The more they have to work with to promote you, the better for you.

So, for your next or current project, try adding the expert angle to your public relations and watch the difference it makes for sales

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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