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There are many ways for a business to ‘stand out from the crowd’. One approach is to give your customers more of what they ask for. If

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

others are fast, you go faster. If others are clean, you be cleaner. If others are cheap, you can discount deeper. If your competitor

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

Examples of combination products may in

offer a lot, you offer even more.

This approach has obvious problems. First, your top position can be overtaken by anyone else offer

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

ing ‘even more’. Second, the cost of escalation can become overwhelming. You need happy customers but healthy profits, too.

A differe

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

t approach is worth your time and effort: Find completely new and different ways to surprise, intrigue, support, nurture and delight y

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

Combination pro

ur customers.

For example, international airlines compete on big seats, quality service, good wine and movies. But Virgin Atlantic wa

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

s first to offer neck and shoulder massages on all long-distance flights. They stand out in the airline crowd.

Most quick-service res

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

aurants provide clean counters, fast delivery and low prices. But McDonald’s put enormous, colorful slides for children inside their r

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

staurant buildings. McDonald’s french fries are made from potatoes, much like everyone else’s. Their play space stands out in the fast

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

-food crowd.

How many times have you left your tube of toothpaste wet, wrinkled and gooey on the bathroom sink? Procter & Gamble help

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

d solve the problem with the first standup toothpaste tube. Their toothpaste container stands out from the crowd.

The Garden Caf? in

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

Following aspects would a

ubai serves many customers who are bachelors, always on the move and short of time. So the Caf? provides a lunch and dinner buffet of

dd to the challenges in developing combination products:

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

good food and drinks, but also irons your shirts and shines your shoes while you eat!

You can do this, too. (Stand out from the crowd

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

not the laundry.)

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

Anyone can compete by doing ‘more’ of what’s already expected. But there’s another way to be distinctive: Be different!

Actio

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

n Steps
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Make a list of all the ‘usual ways

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

Professional from academic institutions, pharmaceutical industries, health care indust

your organization offers good customer service. Now think of totally different ways you could surprise, intrigue or delight.

What bo

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

hers your customers? How can you fix it? What do they do before or after your service? How can you integrate it? What do they bring, c

.

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

arry or take away? How can you replace it?

The first bookstore to offer plush chairs and fresh coffee changed the industry completely

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

Companies that provide selfless information through particip

The first bank that offered drive-through service transformed our expectations. What can YOU do to stand out, stand up – be different

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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