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There's a store in the middle of our town that's been, in quick succession: a soft furnishings retailer, a record and CD store, a lighting shop, a pet store, and yet another soft furnishings store. It's currently a c

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

offee shop.

I think the store's finally settled into its niche. Each time I pass it people are lined up to buy coffee and cake, so all appears well.

Why didn’t the previous tenants make a success of the store? Prob

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

Examples of combination products may in

ably because the easiest way to go broke is to sell something that no one wants. Not enough people in our area wanted to buy soft furnishings and pets.

That's the first rule of marketing. Find out what people want t

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

o buy. If you've got something that people want to buy, marketing is a snap --- you can be as lazy about marketing as you like, you'll still be a success.

Is lazy marketing for you? Your success may take a little lo

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

ger if you choose to go the totally lazy marketing route. Sometimes you don’t have a choice; you may have a fulltime job and want to start your own business. That's the message of lazy marketing: it's the scenic rout

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

Combination pro

e to success. Enjoy the view.

Here are five lazy ways to market your business.

=> 1. Get a Web site

This is the ultimate lazy way. Put up a Web site, or get someone to do it for you. Then forget about it. You won’

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

t hear much for around six months, but once you get listed on the search engines, you'll start getting business.

You can help the process along, by promoting your site, and by updating it regularly, but once it's up

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

and you're listed on the search engines, you can be as lazy as you like.

=> 2. Make three phone calls a day

How long does it take to make three phone calls? You could probably make them in ten minutes.

Who will y

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

ou call? Potential clients, suppliers, people who are in the same business you're in --- it doesn’t matter who you call. The idea is that you're shaking the trees. Once you start communicating, you'll move your busin

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

ess along.

In any one work week, that's a total of 15 marketing-related calls. I don’t care who you are or what you do, but if you make 15 marketing-related calls a week for a few months you're going to kick your bu

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

iness along.

To avoid getting trapped in voice-mail hell, you can use the ultra-lazy person's alternative – email. However, do make your messages professional. That is, send an email message that's just like a snail

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

Following aspects would a

mail message, with all your contact details. Be polite and courteous, and include your full name, your business name, and your complete address, as well as your phone and fax number.

=> 3. Contact one client a day

dd to the challenges in developing combination products:

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

Call, email or fax one client a day. You're not touting for business, you're just touching base. This person has done you the kindness of doing business with you in the past. Call and find how he or she is.

If you'

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

re a writer, this means send out one letter, query or proposal a day, every week day to your previous clients: that is, editors who've bought from you in the past.

If you're just starting out as a writer, then send

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

ne query a day to a market you'd like to sell to.

=> 4. Give something away

"Free" is an incentive. And it works. What can you give people to remind them that you're still in business, and that you're good at what

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

you do?

Give away something that's useful, whether it's a pen, a T shirt, a bookmark --- or an hour of your time to mentor a beginner.

Be creative with your freebies!

=> 5. Do what you enjoy

This is the ultimate

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

Professional from academic institutions, pharmaceutical industries, health care indust

lazy way to work, as well as to market. If you love what you do, it's not work.

Make a list of marketing-related activities that are fun for you. Again, be creative about this. No one is holding a gun to your head a

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

d saying: "THIS is the way you market." There are hundreds of marketing activities you could engage in. It's your business, so find a way that's fun.

For example, I love to write. So writing articles to promote my b

.

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

usiness is not a chore, it's fun.

Maybe you like to interact with others. So why not start a business breakfast club in your area? Or an online club?

Once you've worked out what you love to do, you'll be able to fi

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

Companies that provide selfless information through particip

nd marketing activities that relate directly to that, and you'll have another great lazy way to market your business.

There you have it. Five lazy ways to market your business. Take the scenic route to success today

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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