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With the intensive development of communications there appeared a great many diverse definitions of marketing. Whatever the definition marketing is regarded the unique function of business

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

. At present no successful business is possible without effective marketing.

One of the corner-stones of business Philip Kotler defines marketing as human activity directed at satisfying

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

Examples of combination products may in

needs and wants through exchange processes. The marketing activities commonly include market research, new product development, product life cycle management, pricing, channel management a

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

d promotion.

Two most conspicuous goals of marketing are the acquisition of new customers and the retention of the existing ones. Consequently, the effectiveness of marketing can be quant

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

ified and measured in numbers of new customers and new products purchased by the existing ones. Apart from this, there are aspects of marketing effectiveness that cannot be quantified. For

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

Combination pro

instance, the status of a company, its ability to stay at the forefront of the customer's mind are also considered the benchmarks for testing marketing success.

In today's fast moving com

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

petitive business world measuring marketing performance is crucial to set future business goals, monitor progress, assess effectiveness and align objectives and tactics. To help businesses

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

thrive marketers utilize analytical data to evaluate, recommend, implement and measure marketing initiatives, which can propel the marketing value of the business.

Marketing success is me

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

asured by certain performance metrics, which provide insights into better performance management. Some factors within the marketing framework contribute to enhancing performance management

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

They include aligning activities and resources with strategies and goals, linking marketing performance to financial performance, establishing and maintaining marketing team accountabilit

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

y, integrating and optimizing cross-functional spending, and improving the efficiency of marketing activities.

Many marketing system analysts argue that marketing performance is inherentl

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

Following aspects would a

y ambiguous because it is difficult to say what is measured. Without well-defined performance metrics it is problematic to answer the question how the marketers calculate the value of a ma

dd to the challenges in developing combination products:

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

keting campaign.

Marketing performance metrics differ depending on whether the aim is to evaluate performance for consumer or business to business companies. To diagnose the performance o

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

f both marketing communications such metrics as media effects analysis, integrated marketing communications tracking and customer satisfaction tracking are often employed. Other cutting-ed

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

e marketing performance metrics are brand equity and customer equity analyses.

However, depending on the situation different companies can focus on different types of metrics. Thus, effic

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

iency metrics are aimed at describing the cost to execute marketing projects or campaigns, i.e. staff hours per project and cycle time per project. Program metrics are employed to measure

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

Professional from academic institutions, pharmaceutical industries, health care indust

ffectiveness by comparing the costs and results. Brand metrics are used to measure attitudes related to a product by means of surveys. The knowledge of the brand, preferences for the brand

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

, purchase intentions and product satisfaction enable marketers to predict future purchases. Customer value metrics help to estimate future sales by individual customers and customer segme

.

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

ts. Segment results are of special importance because customers from different spheres of business, demographic groups and other categories tend to behave differently. The principle measur

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

Companies that provide selfless information through particip

es here are retention and purchase rate, which are derived from historical data.

It is essential to consider different metrics when building a system for marketing performance measurement

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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