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You've got your business set up and running and your first enquiries start coming in. Now is not

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

the time to sit back and relax – you need to stay ahead of the competition and constantly research

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

Examples of combination products may in

your market, honing and tuning your marketing. Here are some things that you should absolutely d

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

efinitely not do.

1. Exaggerate your claims. Sooner or later your hype will catch up w

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

ith you. It’s bad for business to underestimate the intelligence of your potential customers and i

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

Combination pro

f you do sell them something that does not work then they will tell others and a bad reputation an

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

d demands for refunds will follow.
2. Not testing. Make sure that our ads are effectiv

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

e. Just think of the TV ads that are very memorable, but you can’t remember the product that was

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

being advertised. Monitor the response from your ads and make changes as needed. If you are gett

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 loads of traffic but no sales – that’s a message to you – your sales page is not working. If y

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

ou have an ad or article that gets a lot of click thrus then find out why? What was different?

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

Following aspects would a

> 3. Expect immediate results. Responses to your ads increase the more they are seen. Man

dd to the challenges in developing combination products:

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

y people will see your ad but not need your services at the time – but if you are consistent they

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

will know where to look when they want you – provided that you ad is still there of course!
4

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

. Not making the best use of unpaid advertising. Make yourself into an expert, provide pres

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

s releases, write columns, offer advice in forums AND always, always leave your name and web link.

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

Professional from academic institutions, pharmaceutical industries, health care indust

5. Forgetting you should always market. Always carry your business cards with you. P

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

ut your web links and phone number on everything that comes out of your office. Put your company

.

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

name on your car; leave some brochures in the car window etc. etc. Take every opportunity to leav

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

Companies that provide selfless information through particip

e your mark!

If you remember these errors your enquiries and sales should improve. Good luck

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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There are several types of online resume formats that can be used when contacting potential employers. When you search for job openings online, some companies will have on their websites which online resume format is acceptable.

Have you ever wondered why you're not doing as well as you know you can? Is your business flat-lining? If so, use the scorecard below to rate the important areas of business. Learn what you're doing very well and what areas need help.

Over the years, I guess I've attended thousands of corporate get togethers over dinner. I have, either as an out-of-towner or hosting out-of-towners attending a conference or workshop, observed the behaviour of individuals and teams at dinner and how they reflect the corporate culture. There are five corporate cultures which I have identified with behaviours at dinner.

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