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When the tide comes in, all boats in the harbor go up... the tough part is figuring out how to bring the tide in. Booming econo

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

mies come and go and bring surges of profit increases, then ebb to leave behind shortages and tough times. Regardless, there ar

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

Examples of combination products may in

some business that just seem to weather the tough times with grace, not really affected by recessions. It's almost as though t

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

ey have a secret source... maybe they do... customers.

Hey, customers always buy... in the good times and in the bad times. Th

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

y still have needs and still make purchases. When you understand their needs and wants, you have the keys to keeping your busin

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

Combination pro

ss afloat when others are grounded. Implement these three tactics successful marketers use, and you're set for success.

1. Jus

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

t One

Customers can be like a two year old in a candy store... they want it all. Yeah, sometimes it’s hard to make up your min

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

about what you really do want when everything looks so good. That’s why it pays to promote one product over the others. It spe

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

ls out loud and clear... I’M THE BEST DEAL. That will be the deciding factor in most cases.

2. Make Them Feel Good

Customers

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

uy because they want to enjoy the benefits of the purchase. A lady might buy a dress because she wants to feel sexy, or a man w

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

ll buy a saw because he finds pleasure in creating things. Emotions are the key element that drives purchases.

Use word pictur

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

Following aspects would a

es to stir up the emotions that will instigate the sale. Let them “feel” the benefits, and they’ll be more apt to head for the

dd to the challenges in developing combination products:

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

ash register. Put them where you want them.

Selling a riding mower? ... the birds are singing, Easter lilies are blooming and

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

ids are flying kites in the wind... spring has arrived. Yep, it’s time to get out that mower and fuel it up for the summer ahea

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

. How many springs have come and gone since you promised yourself a riding mower? ... It’s not hard to paint mental pictures th

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

t whet their appetite for the product you are advertising.

3. Make Contact

Following up with a customer who didn’t buy can be

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

Professional from academic institutions, pharmaceutical industries, health care indust

the determining factor between and “almost sale” and a satisfied, loyal customer. Simply contact them afterwards and let them

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

now the product is still available or offer them further information they may find valuable.

Internet marketers can offer free

.

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

newsletters or reports that consumers find useful and marketers find profitable. Not only do you keep your product in front of

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

Companies that provide selfless information through particip

he customer on a regular basis, you get email information to stay in contact. Both parties win!

Copyright 2006 Cutts Group, ll

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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Every project - large or small - needs a vision outlining what success looks like and how the project team will make success a reality. Here are four steps to creating that successful project vision.

Trial-and-error rules, fear not your errors dear readers - your brain requires mistakes in order to learn.

What are your ‘under-the surface rules’ that run your life and business? To explore, ask yourself: Where are you consistently stuck in your business? What are the things that always hang you up?

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