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Successful

A persuasive endorsement of the effectiveness of Outdoor comes from the continued growth in advertising revenue. In 1998, 83% of 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

UK’s Top 100 Advertisers used Outdoor and by 2004 this had increased to 94%.

Since 1998, Outdoor's revenue has grown by 51%.

In 2004 revenue reached ?848m.

Out

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

Examples of combination products may in

oor is the fastest growing traditional medium in the UK.

Importantly, for the first time, in 2003 Outdoor's share of display advertising revenue just topped the 9

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

% level. In 2004 this increased to 9.3%.

Unavoidable

Everyone who leaves the house is exposed to Outdoor advertising.

Unlike any other medium

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

you don't have to "turn it on", "tune in", "dial it up" or "turn over the page" to see it.It's just there. . . and it's free.

Consumer Friendly

It sits easily w

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

Combination pro

th what consumers are doing when they're out and about.

Outdoor is engaging and impactful, whilst other media can be unwarranted and unwanted.

Research from the

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

Advertising Standards Authority (ASA) shows the public has a very positive attitude towards Outdoor. It is seen as colourful and informative and a vehicle for intr

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

ducing humour and fun to our lives. However the report shows that the public is not as receptive to other media. It highlights the fact that if consumers are hosti

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

e to how certain advertising intrudes on their life then the final result can be very negative. Click here for full ASA report on how the public perceives advertis

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

ing and the media.

Growing

People are out and about more, especially the younger more affluent groups.

More people are seeing Outdoor advertise

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

ents.

Accountable

Roadside, and soon London Underground and buses, is measured by POSTAR, one of the world's leading audience measurement tools. Click on POSTAR

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

Following aspects would a

o access more information.

Diverse

The range of available opportunities is vast - from huge high impact banners, special builds and large format

dd to the challenges in developing combination products:

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

roadside billboards right through to advertising opportunities at stations, in trains, bus shelters, on taxis, buses, in leisure centres, on plasma screens and po

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

tcards, and in shopping malls and supermarkets.

Consumers can be reached as soon as they step out of their home right to the very point of purchase.

Improving

C

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

nstantly investing to improve the quality of the plant.

Raising the overall standard (e.g. illumination) increases the audience delivery.

Adaptable
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
ng>

As a flexible communication tool it is without equal.

With television audiences continuing to fragment under the onslaught of the new digital services, adver
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
isers are increasingly using Outdoor to reach mass audiences quickly.

Equally so, it can be used very effectively to target specific audience groups in discreet g
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ographic locations.

Innovative

The Outdoor industry is constantly introducing fresh ideas. In addition to introducing new formats it is eager to
.

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
involve itself with new technology. Be it digital, SMS, LED, sound or even intriguing smells - if it helps our customers talk to their customers in new and exciti
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
g ways then we'll be there.

Visit for a summarry of my article on outdoor media

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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