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I should probably begin with my qualifications that allows me to proclaim what an ad requires. I was a Yellow Pag

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

e rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree

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

Examples of combination products may in

in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation

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

and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or

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

in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in the he

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

Combination pro

adline, artwork, body text, placement, book, or heading. So, with that said, let me enumerate the top ten, in no

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

particular order. Does your ad have:

A focus: What’s the purpose of the ad?
A benefit: Why shou

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

d I buy?

A way to fill a need: How can you solve my problem?

Easy-to-read text: Does it have nice

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

, bold type?

A picture that supports the theme or shows a good outcome: i.e. happy people.

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

Do you have at least one of these in your current ad? You should. It needs focus, consumer benefits, m

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

ust fill a need, be easily read and show a positive outcome, if there is room for a picture. Of course it has to

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

Following aspects would a

be placed properly, in the appropriate heading and the proper book, such as in either the area or Metro directory

dd to the challenges in developing combination products:

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

. There are five more things is should contain, so here they are:

A description of the product or service

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

: What are you really selling?

Your uniqueness: What sets you apart from the other guys?

Understa

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

dable location info: Do you have a map or directions?

Contact data: Do you have a website, fax, e-mail?

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

li>

????

The last one is a secret. Actually, there are so many more it would take a book to list th

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

Professional from academic institutions, pharmaceutical industries, health care indust

em all. If you would like to explore all the possibilities, head for a website that tells it like it is. At power

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

adbook.com you’ll learn what a former YP consultant has to say about every aspect of YP advertising. It’s all in

.

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

his book. Hey, it’s a lot cheaper than hiring a private consultant and a lot less painful. It’s worth a look if y

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

Companies that provide selfless information through particip

ou want to save money on your next YP campaign, while discovering the insider’s guide to effective YP advertising

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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