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Sun Zi used two analogies to stress the importance of two aspects and they are momentum and timing. With momentum, even water that does not have a solid shape is able to push big boulders and with good timing, the eagle was able to break the

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

body of the prey without much effort. As seen below, or Chapter Five of Sun Zi Art of War.

激水之疾，至于漂石者，势也；鸷鸟之疾ᦁ

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

Examples of combination products may in

2;至于毁拆者，节也。是故善战者，其势险，其节短。

When the gushing torrential water tosses stones pus

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

ing boulders, it is because of the force of its momentum. When the ferocious strike of an eagle, breaks the body of its prey, it is because of the timing of the strike. Thus the forces and momentum of the adept in warfare are so overwhelming

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

and ferocious and his timing of engagement is precise and swift.

MOMENTUM

So where and how can we use momentum in business? One aspect where we can use momentum is advertising. When you are entering into a new market, the first

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

Combination pro

most important thing you should do is to set up your marketing campaign correctly. Your marketing campaign must build up momentum, having constant and continuous exposure of your products and brand to the new consumers. Repetition help consu

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

ers to remember your brand and product better. Ways to make the consumers remember your products and brands are logos, jingles, slogans and many more. Many consumers have preferred senses to learn and absorb things. Logos would appeal to peop

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

le who are more visual in learning, jingles and slogan would appeal more to people who are more auditory. That is reason why most of the marketing campaigns has both. For examples, NIKE, has “JUST DO IT”, HSBC has “The World’s Local Bank” and

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

many more.

So repetition would create momentum for your advance into a new market. With this momentum, you are able to let yourself be noticed in the new market and consumers, who are currently disappointed with what is currently offered in

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

the market, would be willing to try your products or services. Note here is that, you have to do some research on those competitors who are operating in the new markets you are advancing. You have to know whether you are providing any value p

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

roposition to the new market at all. If what you are selling is the same, be it the sales process and products, it is unlikely that you are able to maintain the market share that you initially snatch away from your competitors.

TIMING

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

Following aspects would a

So what about timing? Is timing important in business? In an article found in the Business Times, Singapore (23 Feb 2005), many niche restaurants have to close down soon after they opened. This could partly be blamed on the bad timing of th

dd to the challenges in developing combination products:

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

opening of restaurants. They were mostly opened during the bad economics times. So you see, bad timing can kill but good timing can make one prospers. We have seen in investing, if we are able to time our purchase and selling of shares well,

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

we would reap the maximum amount of profits, but this is difficult. In business, the timing of entering a new market is also important, for example, when you enter the new market when the consumers are starting to change taste or bad economi

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

cs times, you may not be able to gain many sales to sustain your business.

But a note must be made here that, these is good and bad timing to execute business decisions. Bad economic times although results in lower sales, it also means lower

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

costs of expansion as well. SEMBAWANG MUSIC, a listed company in Singapore expanded his branches during the financial crisis because it was only during that time when the six locations that they wanted were cheap and Singapore currency was st

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

Professional from academic institutions, pharmaceutical industries, health care indust

able, while regional currencies was tumbling, allowing them to import a lot of Music CDs at a low price. (The Sunday Times, 27 Mar 2005, Page 19). To put it in another perspective, for every time, there is the right thing and the wrong thing

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

to do.

So how are we able to get the correct timing? There are two aspects, one is knowledge and the other is experience. Knowledge allows us to gauge a range of time when opportunities is about to happen as such we can make preparation to 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

ke the opportunity. Now, we can gain relevant knowledge on our own but to be able to grasp the timing correctly, it would greatly depend on experience and attitude. Because timing is like shooting an arrow, you can have knowledge of the wind

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

Companies that provide selfless information through particip

direction, the bow’s strength, the angle to shoot at and many more, but when it comes to practical, which is releasing the arrow, it takes experience. As the common phrase said, “Practice makes perfect” it never says “Knowledge makes perfect”

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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You probably heard the same old BS from your upline that you must plug into the system and order their weekly motivational CDs if you want to be successful. And if you stop wasting your hard earned money on these useless audios, you will fail miserably with the company. Well, here is the REAL dark secret why your so called trusted upline pushes these weekly motivational tapes to you.

In the intensely competitive world of today’s businesses, how can you stand out? Easy. Give customer service style.

Being prepared is one of the best things you can do to ensure the success of your small business. When an unexpected event occurs, you'll be ready to think clearly and recover.

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