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I decided to upgrade my website and contacted four developers to get opinions and quotations. What an unsettling experience!

The first developer spoke at length about the need to set

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

up ‘links, links, links!’ to every other service quality, professional speaking, teambuilding and corporate training site on the Net. He was convinced that ‘no site is an island’ and o

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

Examples of combination products may in

ffered to ‘link, link, link!’ and then send out ‘spam, spam, spam!’ in order to get more traffic to the site.

An interesting point of view, although I am not sure about all that ‘spam

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

ming’. I moved to the second developer.

‘Your site has got to be sticky!’, she enthused. ‘It’s not enough to get visitors to come. You’ve got to keep them coming back! Get your visito

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

rs to complete a questionnaire explaining who they are, what they do, where they live and what’s really important in their lives,’ she explained. ‘Then build a restricted area for memb

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

Combination pro

ers only. And issue each member a special password allowing them restricted access to limited domains.’

Restricted areas are not quite my style…and this highly individualized approach

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

would certainly add a layer of complexity. Still, the range of ideas she offered was indeed intriguing.

On to developer number three where the name of their game is ‘e-commerce’. An

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

intensive tutorial updated me to the possibilities (and complexities) of e-commerce. Secure servers. Encryption. Online credit card processing. Integrated inventory and shipping functi

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

ons. EDI with real-time links the banks.

You can buy many video-based learning systems at the Ron Kaufman website, so the need for e-commerce solutions is real. But how enhanced shoul

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

d that solution be? And how soon? And, by the way, how much does it cost? Hmmm…good questions.

The fourth developer was the most graphically oriented, promoting animations and ‘shocke

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

’ presentations: moving images, spinning objects and very little text. They were clear in their minds that my entire site needed a visual overhaul of substantial proportion.

I explain

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

Following aspects would a

ed that all Ron Kaufman presentation materials share the same visual identity. Brochures, workbooks, video programs and even the website have a common graphic ‘look’…carefully created

dd to the challenges in developing combination products:

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

and developed over the years.

‘So if you Internet folks make a dramatic change to the look of the entire website,’ I started…‘Exactly,’ they jumped in with excitement, ‘then all the o

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

ther materials will have to be changed, too!’ Not quite what I had in mind.

Each of the developers were deeply enamored of their own expertise. Each was eager to ‘sell’ me on the impo

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

rtance (nay, necessity!) of implementing their solutions. Though several queried me later for a list of my specifications, none began the conversation with a keen intent to explore wha

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

t I wanted to achieve at the website.

Key Learning Point
--------------------------------------------------------------------------------

Sometimes we become so

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

Professional from academic institutions, pharmaceutical industries, health care indust

expert in our own professions we forget that clients may be less familiar with the domain. Think about being a patient in a hospital. Don't you appreciate the effort to educate you an

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

d set you at ease as much as the medicine provided? What about a visit to the car mechanic or the accountant? Isn't having a background of trust and confidence as important as having t

.

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

he right work done?
Action Steps
--------------------------------------------------------------------------------

Invest the time and effort, upfront, to build

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

Companies that provide selfless information through particip

your rapport with prospects and customers on their terms. Don't just leap in with your bold (and possibly brilliant) recommendations. Explore thoroughly first. Suggest solutions later

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.e-folder.org.ua/article/14844/e-folder-What-is-Rons-Website-Really-For.html">What is Ron's Website Really For</a>

BB link (for phorums):
[url=http://www.e-folder.org.ua/article/14844/e-folder-What-is-Rons-Website-Really-For.html]What is Ron's Website Really For[/url]

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