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This article begins with a tip of the hat to a scholarly publication called the Journal of Mundane Behavior. Unlike other publications, which herald

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

important issues, this one trumpets everyday, but rarely noticed, behaviors. It sees what the rest of us overlook because that stuff is so, well, m

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

Examples of combination products may in

ndane (my dictionary defines 'mundane' as being ordinary or common).

For example, I just read an article in the Journal about beards and shaving, o

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 that interests me because I've had a beard for almost as long as I've been able to shave. And while that subject may interest me, it doesn't mean

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

uch in the great scheme of things.

Today, I'm interested in the connection between the mundane and communication. In this article we'll explore how

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

Combination pro

great strategies can emerge from observing not great, but everyday events. We'll use our understanding of seemingly insignificant things and behavio

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 to come up with grand strategies.

Federal Express, for example, used to run humorous television ads that showed ordinary people, shipping clerks

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

suppose, and how scared they were that their shipments might not get to their destinations on time.

Clearly, a case of using the mundane to craft

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

great marketing strategy. That advertising strategy, coupled with a strong business strategy, led to one of the entrepreneurial success stories 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

he 20th century.

And that business strategy might not have been so successful without the advertising strategy. After all, most companies would hav

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

opted for commercials showing shiny cargo planes, pilots in crisp uniforms, or bright people figuring out cargo scheduling.

From that example, we

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

Following aspects would a

might think of crafting our own communication strategies, based on the mundane.

One of the great difficulties with the mundane, of course, is that

dd to the challenges in developing combination products:

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

t's harder to see and to grasp. After all, it's the absence of something rather than its presence. The classic expression of this phenomenon may hav

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

been Sherlock Holmes‘ remark about the dog that didn't bark.

Having identified a mundane phenomenon, we're next faced with the challenge of unders

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

anding its significance. If not a single customer calls with a complaint or compliment, what does it mean? If there haven't been any resignations la

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

ely does it mean your employees are more loyal than they used to be? Or is it just a statistical blip?

And, one final issue: how will you explain t

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

Professional from academic institutions, pharmaceutical industries, health care indust

e significance of the phenomenon to others? Will you explain it for what it is, or what it is not?

You may remember the Show About Nothing episode

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

f the Seinfeld television series. George Costanza tries to explain to TV executives how a new show would be about nothing, while the executives look

.

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

bewildered. And, switching quickly from art to life, a show about the mundane life of Jerry and friends became one of the most successful television

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

Companies that provide selfless information through particip

series ever.

In summary, the common and ordinary things of life, the mundane, offer untapped opportunities to create great communication strategies

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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