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Your personal marketing program needs certain ingredients in order to succeed. Chief among them — research, focus, testing, honesty and enthusia

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

sm.

Fundamentals of research
Effective marketing demands thorough research, the more of it the better. In fact, I would

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

Examples of combination products may in

ank research in the top-three factors of successful marketing.

Before you can write a brochure to inform your audience ... before you can write

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

an advertisement to persuade your audience ... before you can write Web content to educate your audience ... you have to know everything about

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

our audience.

You have to know what their days are like, how they define success, what they worry about. Everything. Only then can you begin to

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

Combination pro

communicate to them effectively.

Fundamentals of focus
In marketing and communications, seduction lurks around every cor

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

er. New ideas emerge during a prolonged campaign. Distractions and side doors present themselves. “This is old,” you might think. “I need to sha

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

ke things up a little.”

Focus and consistency bring benefits over the long haul, but it takes patience. An ad-testing program, for example, cou

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

d take several months to start producing valuable insight. It takes steady measurement. It takes long-term vision. It takes focus.

Fund

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

amentals of testing
Eugene Schwartz, author of Breakthrough Advertising, said it best: “There are no answers in direct mail except

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

test answers. You don’t know whether something will work until you test it. And you cannot predict test results based on past experience.”

What

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

Following aspects would a

he meant was, you can take an offer that has worked for somebody else in your industry, apply it to your audience, and have it flop.

Sure, ther

dd to the challenges in developing combination products:

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

e are “best practices” you can start with. And you can learn a lot from the successes and failures of other marketers. But to get the best possi

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

le ROI on your marketing investment, there is no substitute for testing.

Think of it this way. Best practices will put you ahead of 75% of your

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

competition. Testing will help you surpass the other 25%.

Fundamentals of honesty
If you say “free,” it better be free —

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

with no strings attached. If you say “number one real estate company on the east coast” ... you better be number one in some legitimate way.

De

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

Professional from academic institutions, pharmaceutical industries, health care indust

ceit and trickery only work the first time around.

Fundamentals of enthusiasm
Have you ever read an ad, article or websit

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

and found yourself thinking, “Boy, this writer doesn't even care.”?

If your designer, copywriter, webmaster — or anyone else involved with you

.

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

r marketing — lacks enthusiasm for a particular project, the project has already failed.

A wise marketing manager knows this and will take the

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

Companies that provide selfless information through particip

ecessary steps to inspire his or her team. All this being said, it always helps to have a superior or service. But that's another topic entirely

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 two things that differentiate those who live paycheck to paycheck from those who are wealthy: a core belief that wealth is possible and diverse revenue streams.

This article provides daycare owners with some marketing ideas on how better to promote their daycare centre.

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