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Business success and growth are achieved through methodical and strategic planning. Three important reasons for you to consider developing strategic alliances in

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

your strategic plan are:

1. Increase in Technological Sophistication

2. Improvement in Training

3. Accelerate Your Innovation Process

Technological Sophist

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

Examples of combination products may in

ication

An exchange of technology to compliment your core strengths shores up your core weakness and improves production capabilities to better serve custome

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

rs. An example of this type of alliance is the alliance of Kinko’s Service Corp. (copy centers) and Xerox Engineering Systems to establish a nationwide network fo

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

r faxing large-format documents. This service was especially valuable to architects, contractors and advertising agencies before file transfer protocol became pra

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

Combination pro

tical. Kinko’s gets a revenue boost and Xerox gets additional placement and unit sales.

Technical hotlines and on-site technical support are regularly available

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

from suppliers with whom you’ve developed alliances. While much of this has been outsourced to India over the years, this type of alliance can overcome the cost b

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

enefit in outsourcing offshore.

To receive a technological contribution or possibly a technological edge in your industry like the alliance between IBM and Apple

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

to develop a new computer operating system that allows both hardware formats to communicate, or like Nynex Corp. and Philips Electronics who joined to develop sc

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

reen telephones for residential use.

Training

Learning curve commitment. Cost savings are passed along as experience is gained in producing a new product

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

and discounts are available on start-up products to encourage early sales.

Better sales and technical training for your employees is an important benefit in par

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

Following aspects would a

tnering with your suppliers. More manufacturers and distributors are developing training programs for dealers.

Guggenheim Dental, a dental supply distributor in

dd to the challenges in developing combination products:

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

Southern California is now regularly offering training programs for their top customers. Recently, at a seminar I delivered for the National Nutritional Foods Ass

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

ociation, I suggested to the retailers that they only buy their nutritional supplements from suppliers that offer training DVDs. This is an added benefit in the s

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

eller/buyer relationship.

Innovation

The computer and electronics industries have profited greatly from alliance relationships. Innovation has become com

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

onplace for firms that have chosen to work together. The University of Toronto’s Innovations Foundation signed an agreement with Northway Explorations Ltd. and Po

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

Professional from academic institutions, pharmaceutical industries, health care indust

lyphalt, a private Ontario, Canada company, to deliver polymer-modified asphalt materials technology for longer lasting roads to the commercial market.

To differ

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

entiate oneself from the competition. Steelcase's alliance with Peerless Lighting, located in Berkeley, California, offers state-of-the-art office lighting. The r

.

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

elationship has brought Steelcase an additional $15 to $35 million in annual furniture sales. Also, they received additional dollars from the light fixture billin

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

Companies that provide selfless information through particip

gs.

Technological sophistication, training and innovation are three of many reasons that you will want to have strategic alliances in your future strategic plans

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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