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After working at 10 different advertising agencies, I was fortunate to work with many smart clients. Along the way, I learn

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

ed how they got the best out of their creatives. And here is what I’ve found.

1. Great clients wanted the best creative

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

Examples of combination products may in

s working on their account. Not just any creative team.

2. Those clients gave a brief document that was simple and to the p

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

int. It had a single message that creatives were to follow to come up with concept ideas. The clients were even open minded

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

if an idea jumped off strategy from the brief. They wanted the best and realized sometimes it came from a new strategy.

3.

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

Combination pro

They wanted to be wowed. This enthusiasm from the client to the creative staff motivated them to do more and do their very b

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

st work.

4.The clients respected the creative team. They never try to do the creative work, and also respected writers and

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

art directors for the job they did so well. They trusted their judgement for the ad agency recommendation of the work that w

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

as presented.

5. Those clients gave the creatives time to do the work right. They knew in the long run a poorly produced p

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

oject done on time is remembered a lot longer than a great piece that was late. A good time frame is key to finding the bes

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

t illustrators, and photographers for the job. The more time a client would give for a big project, the greater the chances

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

Following aspects would a

were to book just the right person for the job. This additional time would lead to a better looking piece in the end.

6.

dd to the challenges in developing combination products:

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

Those clients gave good budgets to projects that deserved it. They knew you get what you pay for. And they wanted the best.

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

7. They were a lover of creatives entering award shows. Because award recognition benefited everyone and all businesses i

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

nvolved. Awards motivates creatives to work hard on the account. To keep standing out along with the client.

8. Great cli

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

nts love the very best creative and drove the creative staff towards excellence. They appreciated the work. And praised them

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

Professional from academic institutions, pharmaceutical industries, health care indust

for it.

Great clients are what creatives dream to work for. They are also those that get the most out of their team. Get t

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

he best work for their business and are loved the most.

In closing, I have also found it interesting that a project is lik

.

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

a long chain. If their is a weak link anywhere in the job cycle, the project isn’t as great as it could have been. With a

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

Companies that provide selfless information through particip

great client, a good budget, a decent time frame, and talented creatives the chance you’ll see great creative is outstanding

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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