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Does your marketing strategy market to buyers or researchers? Have you ever asked yourself this question when you begin to choose online mediums? You sh

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

ould.

We sometimes give little thought to whether our marketing efforts are attract prospects throughout the buying cycle. If you’re like me,

; 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 probably find yourself or your clients spending most of time targeting buyers rather than researchers. This however may not prove to be the most us

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

ful strategy when you consider the long-term implications.

Yes, adding to the immediate bottom line is important for all of us. But how can o

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

ne build branding or market awareness without marketing to researches that may not be ready to buy? Am I starting to plant the seed in your thinking?

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

Combination pro

>
Lets examine the traditional buying cycle:
1. Need recognition
2. Information Search
3. Evaluation of Alternatives
4. Purch

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

se Decision
5. Purchase Evaluation

As you can see, the buying cycle originates from an identified need. This need is not simply satisfie

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

d from a purchase nor does it end with it. The fact matter is that all stages influence purchasing behavior. Therefore, strategies that focus entirely o

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

n “buyers” may be missing great opportunity in capturing prospective buyers throughout the entire cycle. Additionally, planting a seed early can have a

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

ramatic effect upon purchasing decisions and your brand.

Now lets examine and identify some popular online mediums that can widely influence

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

each stage:
1. Need recognition- Articles, Press Releases, Search Engines
2. Information Search- Search Engines, Directories
3. Evaluatio

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

Following aspects would a

n of Alternatives- Shopping Comparison Websites, Review Sites, Search Engines
4. Purchase Decision-, Shopping Comparison Websites, Search Engines,

dd to the challenges in developing combination products:

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

erchant Sites
5. Purchase Evaluation- Review Sites, Search Engines, Articles

When you consider the above, search engines have an amazing

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

power to attract buyers through all stages of the buy cycle. Perhaps this is why most online marketers agree on its general effectiveness.

I

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

nterestingly, articles and press release are great for creating need in the market place, which makes them an excellent choice for planting the seed ear

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

y and obtaining brand awareness. Shopping comparison websites on the other hand, are quick to grab buyers ready to make a decision, however will most li

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

Professional from academic institutions, pharmaceutical industries, health care indust

ke have more impact if earlier stages in the buy cycle have been addressed. Lastly, reviews and feedback will ultimately affect future purchasing behavi

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

or and therefore should not be ignored as effective for acquiring additional business.

Whether or not you think your marketing to buyers or r

.

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

searchers, marketing to all the stages of the buying cycle will ensure consistent stream of buyers. Finding the ultimate mix will be a challenge, howeve

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

Companies that provide selfless information through particip

r the payoff will increase sales, market awareness, and enhance future purchase behavior. So do some research and I think you’ll find those buyers!

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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Procedures for incorporating in Illinois are very simple and can be done easily, or by seeking legal help. As there are numerous benefits, people are choosing to incorporate their new business ventures more readily.

Don't lose a good job by wondering if you should hold out for other job offers or a better offer or by simply being too cautious. Read this article to pick up practical strategies.

In my trainings I teach participants to use the formula LEARN to serve angry customers professionally and I personally use the same formula when I am confronted with angry customers.

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