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The ultimate marketing battleground is the mind. Successful marketing implants in the mind of the consumer a clear, specific identity for a certain product or service. Your goal should always be to help consumers see your product or service in its most favor

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

able or appealing light.

Positioning isn’t easy, especially in the Information Age. More information and data are being thrown at consumers today that at any point in history. Remember, the positioning battleground is the mind and that battleground is more

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

Examples of combination products may in

crowed than ever. Consumers minds are under attack from an overwhelming barrage of information.

It’s important to understand that your product or service will always seek whatever lowest common denominator level is the easiest for the market to embrace. But

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

that’s not always the most profitable. Therefore, it is not the most powerful position for your business to be in, nor does it help your customer get the highest benefit from your product or service. You owe it to yourself and your customers to give your pr

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

oduct or service the greatest positioning advantage you can possibly establish.

Before you can begin the process of positioning your product or service, you need to ask some important questions, “Who is the real prime customer for your product or service?”

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

Combination pro

“What’s the greatest benefit your product or service can provide?” If your product or service has multiple benefits, what’s the greatest single benefit?

Positioning is identifying where your product or service can get the greatest competitive advantage. Fo

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

r some products or services, positioning is most advantageously achieved when you find and carve out a niche in the market than has not be recognized or exploited.

You don’t want to be a rudderless boat going down the current of competition. If you do that,

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

you’ll be lucky if you don’t get crushed in the rapids or on the rocks. You’ve got to consciously establish the best positioning or multiple positioning for your products or services, and a plan of action that will establish the benefits and desirability of

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

your product or service over your competition.

Ask yourself, “If I could own 100% of one market that I already deal with, what would that market be?” “What would be the greatest benefit that my product or service would provide for that market?” Until you d

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

ecide what you want your business to be, you can’t position it correctly.

How do you position your product or service? Start by looking at your customer list and identifying who your main customers are. Then analyze what you typically sell to them. For exam

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

le, you might sell 20 different products or services, but a very high percentage of your customers tend to buy one product or service more than all the rest.

Then, ask yourself if there is a unique use for one of your products or services that a large numbe

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

Following aspects would a

r of your customers have found. The answers to these questions will show you which positioning base or niche you should give the most attention to in the future.

Positioning is simply presenting your product or service in it’s best light to your best prospe

dd to the challenges in developing combination products:

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

ctive customers. Good positioning can be a major competitive advantage once you start to realize that you have the right and the obligation to help your most qualified prospects and customers appreciate, understand, and desire, the benefit or result your pro

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

duct or service can bring to their life or their business.

On the flip side, if you don’t position properly, you’ll be relegating your business to a commodity. You’re constantly going to be reacting and will never be able to focus on the best use or applica

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

tion for your product or service. You more than likely will end up spending at least 90% of your time approaching the market the wrong way.

Here are three questions that will help you to know if your product or service is positioned properly:

1. Is there a

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

certain segment of your customer base that you sell more to than any other segment?

2. Is there a specific product or service that you sell more than any other?

3. Is there a reason why people are buying or using your product or service that you have never

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

Professional from academic institutions, pharmaceutical industries, health care indust

really concentrated or focused on?

When you answer these questions, you will have a better idea if your product or service is positioned right.

Once you have settled on a position for your product or service, you have to get your message out. The more det

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

ailed your marketing message is, the less chance it has of standing out and being noticed. You have to keep it simple. Complexity leads to confusion and then to rejection. People will simply turn off your message.

Consumers not only reject complicated produ

.

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

cts or services, but also complex concepts that don’t make simple sense. The best way to get your position into the minds of consumers is to oversimplify. When you’re trying to communicate your message, don’t tell the entire story. Just focus on one attribu

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

Companies that provide selfless information through particip

te and drive it into the mind of the consumers.

Once you have that one idea or benefit stuck in a consumer’s mind, you have successfully positioned your product or service.

Copyright©2006 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide

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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The World Wide Web is the ultimate source for any type of information. In terms of advertising, the internet is getting bigger and bigger with time. The print industry which is connected to advertising has expanded into a bigger marketplace.

Having the idea to start your own business is more than most people have, so you are already one step ahead of those people.

A cement mixer – the more appropriate name is a concrete mixer – performs the function of mixing cement, water and either gravel or sand to make concrete. A revolving drum is used in the cement mixer to properly mix these components, A portable cement mixer gives the needed time for the construction workers to use it, before it becomes hard.

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