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Marketing. Ahhhh, Marketing! A 4-letter-word to some; a wealth of ideas to others. No matter how you market and brand your business ventures, it comes down to this: We want customers, we want to remain in

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

business for the long-term and we want to be paid for our time and talents.

The thing with marketing is that, at times, it can be a crap shoot. You try something in August and the customers flock t

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

Examples of combination products may in

you in droves. You try something else in February and it stinks like last week’s garbage. Don’t let the latter get you down; indeed, take the “stinky garbage” attempts and turn them into learning experience

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

s. Do the research, check your numbers and figure out what went wrong. Whatever you do, don’t think of these attempts as failures--they’re not!

One of the successes in my marketing and branding ar

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

enal is the landing or sales page. Now, it must be said that I fully despise the “typical” sales page--you know, the ones with “Dear Friend” and today’s date at the top. Or the one ones with lots of big red

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

Combination pro

ullets and arrows and testimonials in table format in a yellow background. I’m not you’re friend and I don’t read those testimonials. The typical landing page does not appeal to me …

What does app

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

eal to me is letting my personality and aggressiveness shine through. I want visitors to my blog and websites to immediately think to themselves, “I must talk with this person.” One of the ways I’ve accompli

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

hed this all important goal is with Lori’s version of the sales page. Read on for more …

Guppy or a Shark? You Decide …

I categorize business owners in one of two ways: Guppi

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

es or Sharks. The former let the world pass them by and show no aggression; the latter are in business for the long-term and do not allow anything or anyone to stand in their way. The result of this cate

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

orization may be viewed on this landing page, http://www.GuppyOrShark.com.

Another thing I do to drive home the Guppy/Shark marketing and branding is to address my blog readers as either Shar

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

s or Guppies. And it must be said I adore when folks contact me and tell me, “I want to achieve Sharkdom!” or “I’m a Guppy … help me change!” or “I’m a Shark and I want to work with you.” This landing page i

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

Following aspects would a

s simple and yet to the point, and it asks one very important question, “Do you want to be a Guppy or a Shark?” More important, it’s yet another way I market myself and attract the types of clients with whom

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 work.

Killer Customer Care

Yet another example of Lori’s version of an effective sales page! For those of you who don’t know me, you need to realize just how important aw

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

esome customer service is to my business. Me and my team work virtually with clients, and goodness knows it’s tough enough making business owners jump on the Virtual Assistance bandwagon. One way I accomplis

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

this is via my Killer Customer Care http://www.KillerCustomerCare.com, sales page.

On my blog and this sales page, I make it perfectly clear that the concept of Killer Customer Care is one w

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

ich me and my staff eat, live and breathe every day. I also call out those companies which either deliver it in spades or really need help in this department! Guess what else I’m finding? Even though DavisV

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

Professional from academic institutions, pharmaceutical industries, health care indust

A’s rates may be a bit higher than those of other Virtual Assistance providers, clients are coming my way in large numbers because they know that I know that the Customer Care experience is THAT important. Th

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

y’re willing to pay a bit more because they know they’ll be taken care of very well. Indeed, they receive Killer Customer Care every day they work with us.

As the title of this article states, “The

.

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

re Ain’t No Silver Bullet When it Comes to Marketing.” You know it and I know it. Take the time necessary and market and brand your company in a way which truly reflects your values and personality. Remembe

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

Companies that provide selfless information through particip

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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