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An effective and compelling way to market your business is through the use of success stories. What

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

exactly is a success story? How does it market my business? How can I get started with my own success sto

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

Examples of combination products may in

ries?

Consider the following:

What exactly is a success story? A success story bri

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

efly describes how your business served a client/customer and what results the client/customer achieved. 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

ink of this as a real life example of how your product or service helps customers achieve their goals or s

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

Combination pro

olve a problem.

How does it market my business? A compelling success story will include the

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

original client problem or goal, the specific product or service used with the client, and some tangible

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

esults that occurred. Prospective customers can better understand what your product or service does and mo

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

st importantly, see some actual results. This will make it even easier for them to make the “buy” decision

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

.

How can I get started with my own success stories? 3 simple steps will get you started:

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

. Write a brief description of your best success story. Include a. Problem or goal b. Solution implemented

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

Following aspects would a

c. Client testimonial. This can be a few paragraphs at the most.

2. Get permission from the customer to

dd to the challenges in developing combination products:

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

use the success story and testimonial in your promotional materials along with actual company names and co

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

ntact information. If you don’t have permission, use generic industry categories to describe the company a

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

d position names to describe any people that may be involved.

3. Use the success story in the following w

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

ays a. Your website b. Your brochure c. Press/News release d. ezine or newsletter e. Article for publicati

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

Professional from academic institutions, pharmaceutical industries, health care indust

on f. Face-to-face exchanges and speeches.

Remember to ask for testimonials with all your clients/c

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

stomers! Over time you will add new success stories to your portfolio as your business grows and 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 list of satisfied customers increases. Most satisfied clients are very willing to help in this way. Tak

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

Companies that provide selfless information through particip

e a few minutes and add success stories to your marketing toolkit today!

Copyright 2004, Charlotte Farrio

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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