Actual - Business

So, you probably know how important marketing is to your business success. But, do you know where to start? Marketing isn't magic. Nor is it rocket scien

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

ce, but people have spent an awful lot of time figuring out what works and what doesn't.

There's no point in trying to reinvent the marketing wheel. Any i

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

Examples of combination products may in

dea you have has probably been done before, and probably more than once too. Now, that's no insult. It's simply the truth. Marketing has been around sinc

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

e... well, pretty much since forever.

Marketing involves basic premises that have been tested over time, and more than a little common sense. One of those

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

basic premises has to do with your typical client. Who is she or he? And why is it important to know her well?

An effective marketing message is written

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

Combination pro

for that typical client. The best copywriting is like a conversation. While you're writing, picture her sitting in the chair across from you. She doesn't

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

want to be talked to, does she? She wants to be conversed with. She wants a conversation.

In order to do that, you need to know a little about her. In

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

fact, the more you know about her, the better your conversation is. Who do you have better conversations with? Someone you know only a very little about,

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

or your best friend?

There are certain instances where it's vital to know more than just a little about her.

Let me show you with an example. A friend of

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

mine and her boyfriend have taken a trip someplace warm for the last three years. Now, they haven’t always used the same travel agent, but they did use th

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

same one twice, in the first two years.

So, the pattern is a trip every year in January or February, smack dab in the middle of the coldest part of our wi

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

Following aspects would a

nter. And trust me, it is cold here in winter. I shiver just at the thought…

Anyway, doesn’t it make sense, knowing that these two have taken a trip ever

dd to the challenges in developing combination products:

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

y year for the last three, that these two might, just maybe take a trip in January or February of 2007?

And if you were a travel agent, particularly one of

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

the two that have helped them with their travel plans, doesn’t it make sense to send them a short note wishing them a Merry Christmas, and an “oh, by the w

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

ay, there’s a seat sale on such and such a date for Cancun. Would you like me to send you some info about it?”

Sorry for the long-winded sentence. But do

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

sn’t it make sense? Does to me. If I was a travel agent, you can bet your bottom dollar I’d be betting those two want to go someplace warm this winter. A

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd you can bet your bottom dollar I’d find a way to remind them that I helped them get that great trip last year.

And while we’re on the subject, doesn’t i

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

t make sense to you to send them a short note before their holiday wishing them a good time? Or a short note after their holiday thanking them? Does to me

.

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

.

Know thy prospect. And know her well.

'Cuz if you know her well, you can have a conversation with her on paper. You'll know her deepest wants and desi

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

Companies that provide selfless information through particip

res. You'll know her deepest problem. And you'll know how to convince her that you hold the solution.

She'll know you can give her exactly what she wants

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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