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Have you ever bought a book on business marketing to help you in your own business? Wel

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

l many of us have and we have probably also bought tapes and other helpful materials to

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

Examples of combination products may in

help us in our advertising. After reading hundreds and hundreds of marketing books over

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

the 27-years in my business, it became rather obvious that much of what these marketing

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

gurus proclaimed simply was not so.

In fact much of their tips were either too obvious

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

Combination pro

to be of any value or completely wrong in my opinion. Then as the years progressed and

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

fMRI brain scanning came about I realized that I had been right all along and the adver

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

ising and marketing books and all their tips were nothing more than myths.

For example

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

they would say when advertising make sure it is relevant to your company or its product

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

s? Makes sense right? Well actually that is a myth because you need to shock your viewe

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

to trigger a neuron impression event first and then say something you want them to rem

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

Following aspects would a

mber. Is “We Try Harder” relevant to car rentals? Absolutely not, yet it works and was

dd to the challenges in developing combination products:

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

n of the best advertising campaigns ever.

Advertising consultants and marketing specia

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

lists (self-proclaimed) also say communicate to the customer benefits, make proposition

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

or offer, use a shocking testimonial, get feedback or even try different headlines, mes

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

ages and then they say things like;

“One just never knows what folks will respond to u

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

Professional from academic institutions, pharmaceutical industries, health care indust

til you try.”

Then they tell you to try different things, which in fact will dilute yo

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

ur brand and wash out the best messages, which you have previously used. They tell you

.

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

o be creative, yet box you into a set of bogus myths about advertising and Marketing. S

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

Companies that provide selfless information through particip

be careful never to listen to self-proclaimed marketing experts. Consider this in 2006

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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Do you want to grow your business? Then you need to learn how to treat your target market the same way you treat your children.

Is your small or home-based company ready to accept credit card payments? You may have noticed that more customers are asking to pay with a credit card. Or perhaps you are losing customers who prefer the convenience of credit payments elsewhere to paying with cash or a check at your establishment.

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