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There are really only two types of competitor:

1. Obvious

2. Hidden

The obvious competitors are, well, obvious! You'll pro

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

bably know who they are. You might even meet up for a drink with them and bump into them at networking events. You'll have an

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

Examples of combination products may in

alysed their offerings and differentiated yours. You know these guys. In fact if you're a Lean MarketerTM you probably know t

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

hem better than they know themselves!

But what of these "hidden" competitors? Well, you know these too. They're: Mr Do Nothi

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

g and Mrs Do It Myself.

Mr Do Nothing - this is usually, but not always, a curious prospect. Mr Do Nothing, will speak to so

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

Combination pro

many people that he paints himself into a corner of inactivity. He's too afraid to do anything because he's had so much advi

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

ce. You can help him - make life simple. Take away the risks.

There's another version of Mr Do Nothing, and that's the guy w

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

o'll wait till the next big thing comes along. He can't decide now because next week there might be something different. He m

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

ight meet someone who's cheaper, faster, bigger, better next week.

Mr Do Nothing quite often turns into a desperate prospect

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

. He's waited so long that now it's actually urgent. He needs you NOW! Remember what I said about desperate people? Avoid the

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

unless you want future misery.

Now, Mrs Do It Myself is a different kettle of fish. Quite often she'll start out as your cu

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

Following aspects would a

rious prospect too. However, she has a very different agenda, she's information gathering. That way, when she does do it hers

dd to the challenges in developing combination products:

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

elf, she'll have picked the brains of all the best people around - in other words you!

How do you work out whether a hidden

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

competitor is lurking? By building a relationship on a one to one basis. By offering incentives, then upping the ante by aski

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

g for payment for the next offering. Here are some techniques for each hidden competitor:

Outing a Mr Do Nothing

* Stop tal

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

king to him - he's happy to get advice and attention while he's not paying for it

* Ask for a decision - spell out all the s

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

Professional from academic institutions, pharmaceutical industries, health care indust

tuff you've done so far and then say, "What do you need in order to make a decision now?"

* Do Nothing!

Outing a Mrs Do It

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

yself

* Again, stop talking to her unless she'd like to pay, of course!

* Ask outright, "Are You Considering Doing This All

.

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

Yourself?" then judge by her response - if she is, say great! Good luck with it. If not then ask, "What do you need in order

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

Companies that provide selfless information through particip

to make a decision to use us now?"

* Write or develop a product so she can do it herself - then sell it to her.

Speak Soon

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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Sales is a process, not an isolated event. Are you targeting the right prospects?

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