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Take a good look around and make a list of all the objects you can see that are blue. Take your time, there is no hurry.

Got your list? You've probably got between five and fifteen objects.

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

Now shut your eyes and think of all the red things you saw when making the list. The weird thing is that you will be able to think of one or two objects but if look around now, you will see just as many red things as blu

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

Examples of combination products may in

e things.

The human brain is an amazing filter and will ignore anything it doesn't consider important. This is why when looking for blue objects, you ignored the red. This is very useful for the brain as it can focus on

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

he important thing but it is a nightmare for advertisers and sellers. Unless the customer is already looking for you, they are not going notice you. In order to beat human nature, weird things need to happen.

I B

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

lame Saber-Toothed Tigers

Caveman Gog is walking through the forest back towards the cave. Its been a long, fruitless day hunting antelope and he is tired. Too busy worrying about how he will attract a mate if

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

Combination pro

he can't catch any food he doesn't notice the tiger until its too late.

Gog's brother, Zog, is also walking back through the jungle, empty handed. Suddenly he stops in his tracks, fully alert. His brain has just noticed

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

a weird thing, something odd and out of place. A patch of shadow that isn't right. Carefully he raises his spear and throws it into the shadow. A tiger stumbles out of the undergrowth, the spear in its neck, and it falls

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

dead at Zog's feet. That night Zog had a lot of fun showing off his new tiger skin rug to all the cavegirls.

Modern humans are descended from those cavemen who could spot the unusual because the unusual killed those who

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

idn't. We may live in a generally safe, hi-tech world but our brains are very similar to those of our cavemen ancestors. Our brains are tuned to pick up the unusual or weird things around us.

Try To Kill Your Cus

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

tomers

For your advert or product to stand out, you need to trigger the "Warning! Weird Thing Alert' part of brain that allowed Zog to spot the tiger. I'm not suggesting that you dress up in a tiger suit and pou

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

ce on people as they take their lunch in the park but this is the effect you want. Your customer's undivided attention.

The seller's biggest enemy is not their competition but desensitization. This is the process that tr

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

Following aspects would a

ains the brain to ignore things that were once new. If you walk into a room with a weird aroma it will seem overpowering at first but after five minutes in the room you will forget it entirely. This is desensitization and

dd to the challenges in developing combination products:

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

its happening all the time.

Drowning Not Waving

How many adverts have you seen today on TV, in the paper, on the internet? Hundreds probably. So many that we have become desensitized to anything that l

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

oks like an advert. Big companies can spend tens of millions of dollars coming up with striking visual images, quirky names and big stars to get our attention but how can the small guy do it? How can you trigger that 'wei

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

rd things' part of the customer brain and still be run a serious business or get a important message across?

You don't have to be zany or do weird things. The secret is to see what you have learnt to ignore. Start by loo

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

ing at where you going to be. If you are shop, look at all the store fronts in the area. If you are planning an print advert, look at all the adverts in the magazine or paper. Make a list of what they have in common. Thei

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

Professional from academic institutions, pharmaceutical industries, health care indust

r shape, their layouts, the words, the fonts and colors they use. Now compare them all.

What you are looking for is not the differences but the similarities because this is the forest where a weird thing can stand out. Y

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

ou want to be a tiger in the forest, not a tree. If everyone else's sign is square, use a round one. If other adverts have long product descriptions, keep yours to three words or less in a font 72 points high. Being diffe

.

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

ent is the first step in making sale.

Attention Is Only The Start

Leaping out of trees whilst dressed in a tiger suit will get you attention but it won't make you a sale unless you are selling tiger suits. How you get p

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

Companies that provide selfless information through particip

eople's attention has to fit with the product you are selling because it is just one ingredient in the recipe. But like adding mentos to diet coke, throwing a few weird things into the recipe can produce something special

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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