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For a marketing plan to be successful, the mix of Product, Price, Promotion, and Placement must reflect the wants and desires of the consumers in the ta

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

rget market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on mark

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

Examples of combination products may in

ting research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will gi

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 them a sustainable competitive advantage. Marketing management is the practical application of this process.

Most companies today have a customer ori

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

ntation (also called customer focus). This implies that the company focuses its activities and products on customer needs. Generally there are two ways

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

Combination pro

f doing this: the customer-driven approach and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all

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

strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the na

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

ure of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is

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

hat there is no point spending R&D funds developing products that people will not buy. History attests to many products that were commercial failures in

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

spite of being technological breakthroughs.

The next big thing is a concept in marketing that refers to a product or idea that will allow for a high am

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

unt of sales for that product and related products. Marketers believe that by finding or creating the next big thing they will spark a cultural revoluti

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

Following aspects would a

on that results in this sales increase.

In a product innovation approach, the company pursues product innovation, then tries to develop a market for th

dd to the challenges in developing combination products:

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

product. Product innovation drives the process and marketing research is conducted primarily to ensure that a profitable market segment(s) exists for t

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

e innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us

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

hat they will buy in the future. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than in

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

enting light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation. Many purists doubt whether

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

Professional from academic institutions, pharmaceutical industries, health care indust

this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.

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

Diffusion of innovations research explores how and why people adopt new products, services and ideas.

A relatively new form of marketing uses the Inter

.

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

et and is called internet marketing or more generally e-marketing, affiliate marketing or online marketing. It typically tries to perfect the segmentati

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

Companies that provide selfless information through particip

n strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing

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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