Subjects - Business

Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. It’s not dead, but its mission has evolved.

Those PR practitioners who are spreading these death rumors w

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

ould have you believe that press releases should never be written, nor distributed. I take issue with this old-school thinking.

Now, inundating the media with press releases has not been a good practice since shortly after E

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

Examples of combination products may in

dward Bernays opened the first PR firm in 1919. Any competent PR person has known for years that garnering media coverage almost never directly happens due to a press release. However, that is fodder for another article.

Let

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

s talk about the evolution of the press release into a solid tool for helping organizations deliver key messages to multiple audiences in the digital age.

In the not-so-distant pre-Internet past, press releases were aimed so

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

lely at trade and consumer media outlets. The media acted as the gatekeepers, taking your information and making decisions about how, or if, to use it. Organizations today are able to bypass the media filter in a number of wa

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

Combination pro

s, thanks to the net.

Consider this: both journalists and consumers use the web for research. More than 550 million searches are done daily via the web. And, every month, US web-users conduct 27 million searches at Yahoo! Ne

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

ws, Google News or other news search engines. According to recent surveys by Middleberg/Ross and the Pew Internet Project, we learn that:

– 98 percent of journalists go online daily

– 92 percent do it for article research

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

– 76 percent to find new sources and experts

– 73 percent to find press releases

– 68 million Americans go online daily

– 30 percent use a search engine to find information

– 27 percent go online to get news

But you need

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

to think differently about writing your releases in this new age. You can extend the power of your press releases beyond the media by positioning them for search engine pick up. In effect, your press releases become a long-la

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

sting, online, searchable database about your organization.

Once properly written with both readers and search engines in mind, you need to distribute the release. PR Web™ and PR Newswire are my two favorite ways to get the

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

essage out. Both services help you reach into the newsroom and beyond.

PR Web emails press releases daily to between 60,000 - 100,000 global contacts points. Journalists, analysts, freelance writers, media outlets and newsro

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

Following aspects would a

oms, as well as your average web users are signed up to receive this information. Also, it distributes releases via FTP, XML feeds and through a network of its own websites. PR Web-related sites are in the top 2,500 most visi

dd to the challenges in developing combination products:

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

ted sites. Every release sent out through PR Web is optimized for search engines, and PR Web guarantees your release will be picked up by Yahoo!, which is the number one most visited website on the Internet.

Does it work, yo

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

ask? Let me provide a recent example. I used PR Web to send out a release about my client Brent Dees and his Focus Four training for entrepreneurs. The editor of Leadership Excellence emailed me after seeing the release and

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

asked Brent to write an article for his magazine.

The granddaddy of press release services is PR Newswire, which distributes directly into the central editing computers at daily newspapers, newsweeklies, national news servic

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

s, trade publications and broadcast newsrooms. It reaches a total of 22,000 media points in the US alone. All releases are distributed to and archived in more than 3,600 web sites, databases and online services. Additionally,

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

Professional from academic institutions, pharmaceutical industries, health care indust

PR Newswire’s website is in the top 2,000 most visited sites on the Internet.

Finally, let’s take a look at the online media room. Its primary purpose is to provide journalists with easily accessible data about the organiza

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

tion, such as executive bios, earnings figures, key contacts and other solid, factual information. An organization also should place news releases here, particularly those aimed at key stakeholders like employees, strategic a

.

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

lies, and investors. Technology savvy consumers often visit online media rooms for the same reason journalists do: they expect to find factual information there.

Churning out releases and dumping them willy-nilly on the medi

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

Companies that provide selfless information through particip

a is a dumb practice. But using releases as a strategic weapon to reach key audiences across the digital divide is smart PR. Practitioners who believe the news release is dead need to evolve, or they will be the moribund ones

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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Your strategic marketing plan gives the company, and everyone in it, a benchmark to measure all marketing activities against. A well-developed strategic marketing plan not only gives you a structured strategic and tactical outline, but also defines your target audience, messages, goals, and objectives, in a way that allows flexibility.

The word 'free' catches pretty much anyone?s attention. However, conducting a background check is a crucial procedure that requires a lot of time and effort. Thus employers are advised to be extra careful while dealing with offers for free background investigations. The Internet provides a plethora of information relating to agencies that provide free background searches. However, upon a closer detailed examination of these 'free' offers, it is apparent that information that a person needs is not really free at all. Though finding out if a person has any outstanding warrants, any criminal charges may be possible but in order to examine the details of the findings paying a fee is a must. It is possible for employers to find the information by themselves. The Internet provides a number of public records, which are searchable online. Apart from this, another method is to contact the local police or sheriff?s department.

Today's choice of computer printers is huge, and competition amongst retailers is fierce. Discounts of 60-70% from the manufacturers' recommended retail price are not uncommon amongst multifunctional printer devices, and it is rare not to find at least 25% discounts amongst print-only devices. So, should we consider anything more than the purchase price?

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Subjects - Press Releases: Not Dead, Just Evolved

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