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A famous marketing has been quoted as saying all marketers are liars. I certainly wo

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

n't argue with that principle. Marketing is often about who can BS the best. But I a

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

Examples of combination products may in

lso think it’s true that all marketers are thieves.

Several months ago Chevy starte

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

d an "Employee Discount" marketing campaign where us average Joes can get a car for

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

the same price as Chevy employees. Guess what, it worked! Shortly after Ford started

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

Combination pro

their own campaign called the "Family Discount". It must have worked for them too be

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

cause they extended the sale a few extra weeks.

Every great while someone comes up

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

with a stellar marketing idea. It isn't long before that idea is copied, rinsed, was

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

hed, and repeated over and over gain. How many different bumper stickers do you stil

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

l see copying the "got milk" campaign? "got sand", "got jesus", "got fruit", "got la

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

ghs" and so on and so forth.

If it’s good, they will copy.

But if something works,

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

Following aspects would a

why shouldn't it be copied? Why shouldn't you take someone else's concept and make

dd to the challenges in developing combination products:

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

it your own? As a marketer, it's your job to see what works and then find ways to ap

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

ply that to whatever you are selling.

Of course, the more popular a marketing campa

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

ign is and the better it works, the harder it will be to steal it without looking li

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

e a thief. The trick is to take an idea and turn it into something new, something di

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

Professional from academic institutions, pharmaceutical industries, health care indust

fferent enough to be yours, but the same enough to still be effective. The idea here

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

is to not get caught copying the obvious.

Look around, there are plenty of good ma

.

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

rketing ideas all around. I didn't go to Burger King looking for a marketing idea, b

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

Companies that provide selfless information through particip

ut because my eyes were open, I found one, and stole it. What have you stolen lately

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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