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Let’s face it, if you’re in business, you’re in marketing. What was true 50 years ago remains true today: nothing h

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

appens until something gets sold. And selling begins with effective marketing, but most marketing plans fail for tw

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

Examples of combination products may in

simple reasons:

1. They fail to capture the customers’ attention. As strange as it may seem, the big task is not

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

imply getting your message out to customers. In fact, that doesn’t count for much. You can see the evidence for it

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

everyday and everywhere.

Look at your mail, read newspaper or email ads. Most of what passes for getting the messa

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

Combination pro

e out totally misses the mark. We’re flooded with messages – and most of them go right by us. Why? Because they foc

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

s too much attention on the advertiser – not the customer.

What purports to be a message is no message at all. It

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

may tell your story but if it fails to capture the customers’ attention, it’s a waste of money.

2. Perhaps the mos

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

pervasive marketing problem of all is a lack of consistency. Everyone starts out with a bang. It’s going to be a g

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

eat ad campaign or product promotion. Time, effort and money go into the projects. And where are they six months or

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

a year later? More often than not, they’re either all but forgotten or already a memory. The success of marketing i

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

Following aspects would a

s not so much in award-winning ads and brochures as it is in keeping the program going.

Business owners have an en

dd to the challenges in developing combination products:

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

rmous challenge when it comes to marketing. They almost never have the time to put together and implement a compreh

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

nsive marketing program – and, most importantly, to sustain the program consistently over a long period of time. He

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

re are some tips to help you create a lasting marketing effort:

1. A little planning can go a long way. Your calen

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

ar is a potent marketing tool. Start with your deadline and work backwards writing down each step required to compl

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

Professional from academic institutions, pharmaceutical industries, health care indust

te the marketing endeavor.

2. Get others involved. Very often marketing initiatives require coordinating with prin

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

ters, designers and even your staff. Getting everyone on board ahead of time will save you a tremendous amount of a

.

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

gravation.

3. Avoid the temptation to waiver from the plan. Results from your effort may take months to manifest s

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

Companies that provide selfless information through particip

don’t give up too soon. Remember, consistency is an important factor contributing to a successful marketing effort

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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