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I’m not usually one to assume anything, but I’m going to assume you’re a small business owner who already knows the value of marketing to your success. So, I’m not going to waste one

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

single word trying to convince you.

And I’m going to make another assumption (two in one day is hard on the ol’ noggin, but here we go). That assumption is that although you know m

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

Examples of combination products may in

arketing will help your small business succeed, you have no idea how to go about it.

What I want to say might be overly simplistic because there’s more to marketing than can fill hun

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

reds of pages like this one. But, we all have to start somewhere don’t we? What I want to do is to simply give you, the average small business owner, a few things to think about.

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

Find you target market. There’s old marketing wisdom that goes something like this: “if you target everyone, you really target no one”. There really is nothing that doesn’t

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

Combination pro

ave a target market. Ok, that’s a double negative—might be a little confusing. Let me rephrase: Everything—every product and every service has a target market. And you can’t have m

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

uch of a message if you don’t know who you’re talking to.

Know your target market like the back of your hand (actually, better than that). Once you figure out who your target ma

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

ket is, you better know them well. You might want to make it a goal to get to know him or her better than your competition. Cuz that’ll give you a pretty good advantage.

Know y

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

our competition like the back of your hand too. See them as “the enemy” (metaphorically of course), and we all know, the better you know your enemy, the fewer surprises they can pul

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

on you. And if you know them well enough, you’ll soon figure out how to exploit their weaknesses to your own advantage, won’t you?

Spend some time discovering your benefits. T

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

here’s a benefit hiding behind every one of the features your product or service has. Because it’s the benefits that your clients are interested in. Not the features. And that’s p

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

Following aspects would a

articularly true if your market is consumer-based.

Differentiate or die. Quite the gloom-and-doom statement, that one. Problem is, it’s true. There’s either tons of competitio

dd to the challenges in developing combination products:

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

for what you do, or there’s going to be. I don’t care if you’ve just invented the newest and greatest thing-a-ma-bobby of the century. If you don’t have competition right now, you

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

will. And soon. Because if your invention is so great, somebody’s going to come along who’ll figure out a way to make it even faster and better than you did. So if you want to keep

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

your business doors open, better figure out a way to be different from your competition.

And while we’re talking about competition, which of your benefits makes you unique? What

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

do you offer that nobody else does? And I don’t want to hear you say you’re more affordable, or you offer high quality either. These days, that’s a given. Your unique benefits nee

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

Professional from academic institutions, pharmaceutical industries, health care indust

to be something far more…unordinary (if that’s actually a word). The more unordinary, the better.

Those unique benefits are your competitive advantage, and form the bones for t

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

he meat of your marketing message. They’re what you use for your main theme for every piece of marketing material you send directly to your target market or put on your web site.

.

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

Knowledge is power. It doesn’t much matter whether you start at one end or the other of that list. Figure out your target market first, or sit down and write out a list of

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

Companies that provide selfless information through particip

benefits for every feature you have, and then figure out who your target market is. The point is, spend some time working through those steps. Your chances of success will go way up

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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A recent national market research by Guideline, Inc shows that, 85 percent of consumers typically watch movies at home on the small screen. An in-depth market analysis.

It’s time to beat the old bad customer service drum again. I know, I’m sick of beating the drum, too, but as long as bad customer service runs rampant through so many businesses I feel it is my entrepreneurial duty to bring it to your attention. So grab a pew and prepare to listen to the sermon I’ve preached before: bad customer service is the bane of business. If the Almighty smote down every business that dispenses bad customer service the world would be a much friendlier, albeit much sparser place. Consider a world without malls and fast food joints… would it really be so bad?

Targeting high potential markets with a direct mail marketing campaign can be a very affordable and efficient way to get new customers for most companies and entrepreneurs but how can you find a way ...

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