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The discipline of marketing can often be complex and confusing. As a marketing veteran, I have seen countless marketin

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

g professionals get hung up on various aspects of marketing which have little impact on actual marketing results.

Base

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

Examples of combination products may in

on my experience, there are four critical elements to an effective marketing campaign. Whether you’re looking to impr

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

ve your search engine marketing results, internet marketing, or marketing in general, be sure to follow these simple gu

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

idelines which I refer to as the A.T.O.M approach.

A.T.O.M – Audience, Timing, Offer, Message

1. Know Your Audience.

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

Combination pro

No one can effectively market, communicate, or sell without knowing their audience or what motivates them to buy. Is

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

our potential customer male or female? Young or old? A first time buyer or frequent purchaser? Are they the final decis

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

ion maker? Do they have preferences for a particular product, service, or delivery method? The more you know about yo

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

r audience, the more targeted and relevant your marketing can be.

2. Timing is Everything. Even with the most convi

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

cing marketing campaign, prospects will have no interest in your product or service if you aren’t communicating to them

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

at the right time. Be sure your marketing message is in front of prospects when they’re ready to buy. This could be a

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

Following aspects would a

t a particular time of year or perhaps prior to a life event.

3. Finding the Right Offer. In direct marketing, exper

dd to the challenges in developing combination products:

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

s say that results are 40% dependant on your list, 40% on the offer, and 20% on your creative. The same is true for in

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

ernet marketing, search engine marketing, and the like. Test your offers and find the one that out performs all the ot

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

hers. This offer should continually be tested and refined to improve your results.

4. Its all about the Messaging.

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

f you know your audience well enough, you should be able to craft a message that addresses their needs and differentiat

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

Professional from academic institutions, pharmaceutical industries, health care indust

s your product or service from the competition. Additionally, be sure to stress benefits over features. This will giv

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

e your audience a reason to read, try, and buy.

The next time you are conducting a marketing campaign, use the A.T.O.M

.

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

approach. Knowing your audience, ensuring that you reach them when they’re ready to buy, experimenting to find the mo

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

Companies that provide selfless information through particip

t productive offer, and communicating to them productively, are essential for any marketing campaign to deliver results

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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