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“Quality means doing it right when no one is looking.” ~Henry Ford

Do you cut corners in your products and services? Or do you make 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

honest effort to do it right even when no one is looking? You can’t expect perfection as that is an impossible goal for the imperfect peop

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

Examples of combination products may in

le we are. The question is simply if you have done your best. Do you do the job right even if your customer or client may never know the d

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

fference?

Marketing with Integrity is about loving your customer. Develop a relationship with them. Advise them. Help them. Offer them pr

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

oducts and services which will help them. Protect them from those who would take advantage of them. It isn’t about being the cheapest in t

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

Combination pro

e market, although you could make that your unique selling position.

It is really caring about the results your customers get from your p

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

roducts. If good service and quality require higher prices, then you’ll have to charge higher prices. Base your business on really helping

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

solve your customer’s problems.

That shouldn’t just be a buzz phrase. Make it the truth to you and your business.

Employ educational se

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

ling. Tell your customers the whole story if necessary. Give them reasons why they should buy from you. Promote the benefits of your produ

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

ct or service. Have ads which tell a story of how your product has helped other customers and clients. Just make sure it is a true story!

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

Being honest doesn’t mean being boring.

It also doesn’t mean being bland. You can still have exciting benefit rich ad copy and true stori

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

Following aspects would a

es to sell you products. You have to use good salesmanship to bring in buyers. Just don’t use salesmanship as an excuse for lying or disho

dd to the challenges in developing combination products:

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

nesty.

If you truly love your customers, you won’t deceive them or trick them into buying something they shouldn’t. You won’t tell them t

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

is is the best price when it isn’t. You won’t make up fake stories to sell more items. You will do everything you can to help them make a

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

right buying decision. You will give them all the information they need to make a wise decision.

You will show them how well your product

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

will help their lives. Do your best to produce or find the absolute best product or service for your customer’s wants and needs. Tell them

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

Professional from academic institutions, pharmaceutical industries, health care indust

how your product will improve their lives. Use examples. Tell true stories.

Paint a picture of the results they can achieve through the

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

product. Once someone buys, nurture and continue to care about them. Support and reinforce their buying decision by how you contact them.

.

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

hen offer them other products and services which will benefit their lives. Don’t use integrity as an excuse to keep your products hidden a

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

Companies that provide selfless information through particip

nd not show the full benefits of them to your customers.

You’re hurting your customers if you keep good quality products hidden from them

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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