Digg It - Business

Thanks to a persistent pain in my left leg, I am temporarily unable to run out on the street. Luckily, however, I've discovered that I can run pain-free on a treadmill (go figure). And so last month, I joined the loc

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

al Gold's Gym (Milford, MA).

In the short time I've been a member at Gold's, I've noticed two things:

Only extremely muscular men wear those skimpy tank tops. I don't know if this means you must first

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

Examples of combination products may in

be muscular in order to wear one, or if the tank tops themselves somehow cause excessive muscularity. Either way, I won't be needing one.

There's no avoiding the TV when working out in the gym. In front of

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

the machines, in the lounge, even in the locker room… there's always a television on and in view. I've watched more ESPN in the past 30 days than in the previous 3,000, and I don't mind telling you that if my testosterone le

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

el gets any higher, I may have to father more children just to stay focused.

And that's my point. In the gym, the news, sports, weather and whatever else, comes right at you. Short of closing your eyes, th

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

Combination pro

ere's simply no way to avoid it.

If you're the information provider, of course – ESPN or one of its advertisers – that's good news. Gym patrons are literally forced to watch whatever you decide to put in front of them.<

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

B> Talk about a captive audience.

In today's Internet-centric world, however, and for most of us as information providers, it's less and less the case. Increasingly, each of us has more choice regarding the timing,

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

ength, format and content of the information we let in. Whether choosing which emails we open, deciding which web sites we visit, or selecting which YouTube videos we watch, each one of us controls his own personal Gold's Gy

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

(minus the sweaty equipment).

Obvious? Maybe not:

I sat in a meeting with a great client company last week, discussing an article that they've hired me to write. It was immediately clear that they had done a lot o

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

f thinking before I arrived, and they had most of the basics already covered: target audience; distribution tactics; budget; length, purpose and format of the article; etc.

In fact, our meeting was sailing right along, until

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

I asked, "So, why would anybody in your target audience want to read this in the first place?"

Yikes. You could have heard a skimpy tank top drop to the floor. The question simply hadn't been considered, and it wasn

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

Following aspects would a

t until another hour had passed that we were able to leave the meeting satisfied with our answer.

The problem with business communication, of course, is that knowing what you want to say, who you want to say it to and why yo

dd to the challenges in developing combination products:

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

want to say it, only gets you part of the way there. In 2007, and with e-mail-based communications in particular, if the targeted recipient of your communication doesn't want to get it – not just tolerate it, but actual

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

ly want to get it – you're pedaling uphill from the start.

Without this very busy person pulling you towards them (at least) as hard as you are pushing, you're going to have a tough time clearly and consistently

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

reaking through the noise and clutter. There are just too many other options and distractions in your way.

The solution is simple to understand but often hard to implement: The key is to ignore for a minute what y

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

u want your audience to know about you, and instead try and think about what it is they need – to live their lives better or make their jobs easier:

If you're a photographer whose target audience is "peopl

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

Professional from academic institutions, pharmaceutical industries, health care indust

with kids," provide information on how to take great kid photos.
If you're a CFO for hire whose target audience is "small ad agencies," provide information which helps this group become financially better educate

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

d.
If you're a branding consultant whose target audience is "first time entrepreneurs," provide information on how to stand out from the crowd.

Don't worry, you're not giving your expertise away; clien

.

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

s will hire you because of the good information you offer. Step number one, however, is to establish yourself as informed expert, and that doesn't happen until people seek out the information you provide.

Bott

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

Companies that provide selfless information through particip

m Line: In a world with an infinite number of information options, the successful communicator will always be the one who offers what his audience wants to hear. If you can't do that, you may as well be running in place

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Digg It - I Need You To Need Me

Related Articles: