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What would the world do if it wasn’t for “buzz words” – those sort of “shorthand” words that denote

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

much a much larger meaning condensed into a short phrase or singular word. Somehow we all know the

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

Examples of combination products may in

meaning of these words and phrases in their larger context or sort of know the meaning of them. On

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

e such “buzz word” is “Value Added.”

I have heard this used time and time again but wonder what peo

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

ple mean when they say it or what they understand when they hear it and nod knowingly. I take it to

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

Combination pro

mean “adding something of value to a product or service to differentiate it from other, similar or

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

even identical, products or services.” So, how does a business add value to a product or service to

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

separate it from the pack and make it more desirable?

Many books have been written on this fascina

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

ting topic so in the short space of this column we’ll just be touching on the subject of adding valu

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

e. It’s all about changing the buyer’s perception of value. In other words, giving the purchaser

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

something they feel has value without adding substantially to the cost or lowering (gasp!) your pric

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

Following aspects would a

es. It could be the manner in which people are treated in person, on the telephone, or in written c

dd to the challenges in developing combination products:

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

ommunications – friendliness and pleasant surroundings adds value. It could be in the package such

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

as an attractive report cover, sturdy shopping bag, or careful packaging of a fragile item. Added v

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

alue can be perceived from your integrity and policies – guarantees, the manner in which returns are

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

handled, and convenience factors like extended hours or reminder services. Value can be added in t

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

Professional from academic institutions, pharmaceutical industries, health care indust

he manner products or services are presented such as the way wine is presented with grace and showma

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

nship at a fine restaurant or the way a hair stylist positions you to look in the mirror when finish

.

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

ed cutting your hair.

When I hear someone tell me they sell a commodity, I pull out my buzzword and

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

Companies that provide selfless information through particip

ask, “What are you doing to deliver a “Value Added” experience? I’ll ask the same question of you!

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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There are some sites which provide the list of business and shops, with their addresses from where you can buy your items by clicking just single click on your mouse.

Just wanting promotion is not enough for most of us. If you want your potential to be recognised you have to take responsibilty for your own future. How you act, what you say and do all impact on the way others perceive you. Advice on how to ensure that your potential is realised and recognised.

If it ain't broke don't fix it. Back in 1964 that was sound advice. Today things move too quickly and when they break they create massive issues. To be successful, a business needs to anticipate problems and make changes before things break.

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