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Bill Gates is a nerd. Steve Jobs is a nerd. Communicators should also be

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

nerds. Here’s why:

* Nerds Aren’t Afraid of Numbers: Quantitative rese

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

Examples of combination products may in

arch can provide invaluable information about people’s background, belief

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

s and habits. Collecting data via market research, news analysis and othe

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

r techniques is critical. Quantitative research should be the first step

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

Combination pro

in any significant communications planning process. Nerds aren’t afraid

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

of numbers. Communicators shouldn’t be either.

* Nerds Have An Opinion:

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

Data is useless unless it tells a story. Successful nerds are wizards a

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

t explaining to people what data means. Like nerds, communicators should

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

have a point-of-view on the data they gather and the ability to talk about

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

it.

* Nerds Are Curious: Curiosity is a valuable trait that many nerds s

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

Following aspects would a

hare. Why? Curiosity leads to insight. Insight leads to great ideas. G

dd to the challenges in developing combination products:

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

reat ideas translate into powerful communications campaigns. Communicator

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

s should be as curious as nerds.

* Nerds Are Successful: Bill Gates and

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

Steve Jobs founded their companies on solid research, subject matter exp

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

ertise and powerful insights. These are also the elements of a successfu

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

Professional from academic institutions, pharmaceutical industries, health care indust

l communications campaign. Gates and Jobs demonstrate why being a nerd i

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

s good. As communicators, should we strive for any less?

Communicators re

.

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

peat after me: I’m proud to be a nerd; I love being a nerd; I am a nerd!

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

Companies that provide selfless information through particip

Didn’t that feel good? Now, go forth and prosper.

(c) 2005 Fard Johnmar

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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Financial decisions can make or break a business, and its owner(s). It would be prudent to use tested and proven methods that are guaranteed to improve the quality of financial decisions - especially capital purchase decisions. These ways listed below are but a few of the many benefits that will accrue to those who learn and implement them.

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