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If you're not getting the results you want from your marketing, there's a good chance it's because you're missing one key ingredient. An i

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

ngredient that can make the difference between successful marketing and dreadful marketing. The difference between your business making it

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

Examples of combination products may in

or breaking it.

You're probably doing "tactical" marketing.

So what exactly does that mean? Isn't marketing, marketing?

The ans

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

er is, no. There are two kinds of marketing: strategic marketing and tactical marketing. And, there is a distinct difference between the

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

two.

It's what most marketing "gurus" don't teach you

As I look around, most of the "marketing gurus" I see are teaching tactic

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

Combination pro

l marketing. It's not that that's bad ... it's just that it's only part of what you need to succeed.

They're teaching you how to write co

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

y. How to publish an ezine. How to market your business by writing articles or by issuing press releases. How to market by teaching telese

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

minars or doing speaking engagements. Or even how to network effectively.

Yes, these are all very valid ways to market your business.

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

So, what's the problem?

Without a well-thought-out marketing strategy behind them, your chances of finding success with any or all of

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

these marketing tactics is limited.

So what exactly is strategic marketing?

Just like it sounds, strategic marketing means you ha

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

e a strategy behind your marketing. A "game plan" if you will.

It's what you do BEFORE you start marketing

It involves spending

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

Following aspects would a

some time BEFORE you market to determine exactly what you want to accomplish and setting some goals for your business. It means establishi

dd to the challenges in developing combination products:

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

g an objective for every marketing activity you undertake.

With strategic marketing you take the time to answer some basic questions abou

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

who you are marketing to and what message will be most effective.

You take the time to really understand the people you are marketing to

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

and how your product or service solves a problem or fills a need they have.

You put all these puzzle pieces together to create a stra

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

egy and a plan to grow your business.

Yes, that strategy may involve things like writing effective ad copy, publishing an ezine, arti

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

Professional from academic institutions, pharmaceutical industries, health care indust

le marketing, writing press releases, and maybe even doing some speaking or networking.

But here's the real difference ...

You no

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

w have a game plan driving your use of these marketing tactics. You know what you want to achieve. You know who you're trying to reach. Y

.

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

u know where you can find them. And you know what you must say to persuade them.

And, most importantly, you have a marketing plan that en

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

Companies that provide selfless information through particip

ures you'll stick with your marketing consistently enough to actually move the needle toward your goals.

(C) Copyright 2006 Debbie LaChus

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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Traveling nurses are part pf a booming industry. With the rise in shortage of nurses in the United States and Canada, sending nurses to places in need or hospitals that lack the manpower is in demand. The slowing economy in North American has somehow helped the popularity of this industry.

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