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When I started my marketing firm in 1994, I decided to send out a press release to the local media. Over the next two weeks, I wrote and rewrote this release until I was sure it woul

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

d get picked up in the local papers. By this stage, my inner voice was chanting "This will work! This will work!" On that fateful day, I drove to the post office and triumphantly ma

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

Examples of combination products may in

led off 15 press releases. Fully expecting a cavalcade of phone calls, I charged down to my office the following morning. Nothing. In fact, for the next thirty days there was nothing

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

. Nada. Zip.

At this point I had a talk with myself. I said "Jay, you can either believe this was a waste of time and nothing will come from it, or you can truly believe that someth

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

ng good will happen…it is your choice". Being an eternal optimist, I chose the latter.

The very next day I was reading a business journal on the treadmill and noticed a profile arti

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

Combination pro

cle on a local businessman. What caught my eye though was that the writer's name, listed at the end of the article, was not one I had sent a packet to earlier that month. It was a ne

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

name. So the following day, I sent off a packet to this writer and, long story short, ended up being featured in the paper two weeks later.

Then, the president of a billion-dollar

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

travel company saw that story and hired me to develop a marketing plan for one division. Nine years later, that client was still my biggest client. And to think, none of this would h

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

ve ever happened if I had allowed my self-confidence to fade.

The moral here is that you must believe to succeed. But are there other methods of building confidence into your market

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

ing? Sure, and here are just a few:

Who has been down this road?

I'm always a little surprised at the number of business owners who don't seek out others' opinions. To me, these ot

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

er people (I call them gray hairs) have already been down the road you are approaching. They have boatloads of expertise and inspiration that will help you gain confidence. Before l

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

Following aspects would a

aunching into a new campaign, whether it is developing a marketing plan, building a website, or just redoing your store sign, ask yourself "Who do I know that has done this before?"

dd to the challenges in developing combination products:

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

hen, seek them out. Chances are, their advice will be invaluable.

Be a graduate student of your audience

One of my clients sells educational games to schools. When I asked him wher

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

e he drew confidence from, he answered "I am most confident when I know my target audience inside and out. If I can paint a detailed picture, down to what they’re feeling, or even wh

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

t car they drive, that is when I am most confident." So, commit to really knowing your target audience. Ask them questions like "What do you look for in a service like mine?" After

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

doing this with enough prospects, I suspect you will no longer feel like you are selling something, but instead like you are helping solve problems.

Success breeds confidence

It se

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

Professional from academic institutions, pharmaceutical industries, health care indust

ms so obvious, but it bears repeating; the more you practice something, the better you get. So, think of your marketing effort as one big laboratory. Some marketing experiments will

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

succeed, while others will fail. But from all of them, you will gain valuable knowledge that improves your success rate. And as your success rate jumps, so will your confidence.

'Fe

.

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 up…

How many of you cooked the perfect casserole, your very first time? Were you an instant Fred Astaire the first time you hit the boards? Who out there belted a home run your fi

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

Companies that provide selfless information through particip

rst at-bat? Marketing, like anything else in life, takes practice. But diligent practice, with the right attitude, will bring you the success and confidence you have never dreamed of

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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Are you trying to decide on a promotional item to publicize your business? There are a great many reasons why promotional t-shirts fit the bill. Why choose promotional t-shirts as a marketing promotion, employee incentive or advertising gift? Here are just a few of the reasons.

It's a myth that brand-building is only for the big daddys in the market. Even small business enterprises can benefit tremendously by focussing on brands as key value creating assets. Brand-building has got more to do with clarity, conviction and commitment rather than huge marketing budgets.

When you consider an opportunity look carefully at the information offered. Supplement that with information you obtain on your own. What you are looking for is confirmation that everything is as represented -- or red flags that there are differences which you need to clarify

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