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I avoided caffeine for many years. But with so many flights and late, late nights, I recently tried ‘just a sip’. The next day I dunked a Danish pastry. A few days later I asked for

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

‘half a cup, please’. In very little time, I was enjoying caf? latte for breakfast!

Much has changed in the world of coffee in the past few years. Waiters used to ask, ‘Would you li

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

Examples of combination products may in

ke cream with your coffee? Will that be one sugar or two?’ Now baristas enquire ‘Cappuccino wet or dry? Solo, doppio, soy, low-fat, not-too-hot, extra-hot, full or half-pump mocha?’

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

The menu can be overwhelming.

Except at Starbucks. Starbucks is an extraordinary example of a company with loyal customers and vigorous global growth. One reason is their devotion t

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

o quality service. Another is their fanatical commitment to cultivating customers through attractive and persistent education.

With my latest caf? latte I took a copy of each brochu

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

Combination pro

re sitting on the counter. Here’s the rundown of what you can get simply by taking what’s freely offered:

1. The Story of Good Coffee – 12 panels detail the growing cycle, roasting,

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

color and freshness of beans. Eight levels of roasting explained with clear graphics and text. It takes 4,000 beans to make one pound of coffee. The coffee bush takes five years bef

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

re it yields a single crop.

2. The World of Coffee – another 12-panel tutorial on bean varieties around the world, including descriptions of 24 popular beans in four ‘coffee categor

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

ies’ for your tasting pleasure. Also a primer on ‘The Four Fundamentals of Brewing’. Ninety percent of your tasting ability is based upon your sense of smell. Ten grams of coffee and

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

180 millilitres of water is the ‘classic recipe’ for a great cup of coffee.

3. Espresso. What You Need to Know – I didn’t know what I didn’t know! Eight panels on ‘Grind, Dose, Tam

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

p and Rate of Pour’ with additional insights and graphics on properly steaming milk. The ideal temperature for steamed milk is 66–76 degrees centigrade. Foamed milk is a few degrees

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

Following aspects would a

cooler due to ‘incorporated air’.

4. Experience the Perfect Cup – an 8-panel treatise with cut-away schematics revealing the ingredients and precise architecture of the five most po

dd to the challenges in developing combination products:

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

pular drinks. It includes company history and a sidebar on ‘additional choices’.

5. Try One, Try Them All – a 2-panel flyer encouraging you to try Starbucks new iced drinks – three

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

unique blends in eleven different flavors.

6. How Are We Doing? – a 4-panel customer survey form with postage paid to return your comments to the waiting eyes and ears at Starbucks.

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

Starbucks understands. They are not just selling coffee. They are educating and creating loyal customers, building a long-term clientele, increasing understanding while promoting th

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

e industry, the products and the brand. This company knows the power of attraction is not just in the drinks, it’s in the experience they create – and the rich, steamy, full-bodied e

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

Professional from academic institutions, pharmaceutical industries, health care indust

ducation they provide.

Key Learning Point
--------------------------------------------------------------------------------
Education adds value, and your customers want a

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

full cup.

Action Steps
--------------------------------------------------------------------------------
What lengths do you go to effectively educate your customers

.

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

and colleagues? Is your effort a watery dose of weak support with lukewarm staff and systems? Or are you serving a hot, fresh brew of potent answers, proactive ideas and positive, p

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

Companies that provide selfless information through particip

owerful insights?

Now take your team to Starbucks. Order a round of delicious drinks and then get to work. Find a way to match Starbucks' blend of attractive and effective education

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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