Digg It - Business

Every day thousands of business owners are scratching their heads on how to be unique within the mark

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

et place. This concept known as branding within the marketing or advertising departments is critical

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

Examples of combination products may in

to the success of your business. Consistency in your marketing message is critical in branding yours

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

lf within the global market place. With many small businesses having limited marketing budgets, thes

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

e 4 simple words will begin to help you construct that “branding image” you desire from your 30 secon

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

Combination pro

elevator speech to your print, audio recordings, radio and television messages.

Interrupt -

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

Your message needs to interrupt your intended audience whether it is print, audio or face to face.

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

Use words that create vivid mental pictures in the brains of your audience

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

li>HINT: People hear and read words, but they THINK in PICTURES!

Engage - Yo

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

ur message needs to engage your intended prospects.

May require some research on your

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

part so that you know what your audience is seeking

May require separate messages if you hav

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

Following aspects would a

e different target audiences Educate - Your message should educate your target

dd to the challenges in developing combination products:

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

market

Provide testimonials is a great way to educate your prospects
Demons

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

rate your expertise or the quality of your products/services

Remember: No one likes to be s

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

old, but everyone loves to buy Offer - Your message should offer something.<

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

i>

Words such as guarantee, free trial, free shipping and handling, discount are all par

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

Professional from academic institutions, pharmaceutical industries, health care indust

t of a possible offer
For every business this would be different

Madison Avenu

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

e has been constructing branding through these four simple words for years. And since the concept is

.

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

o simple – interrupt, engage, educate and offer, you can begin to brand your company with a consisten

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

Companies that provide selfless information through particip

t message that will deliver the results that you need.

Copyright 2005(c) Leanne Hoagland-Smith, M.S

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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Digg It - Business Marketing: Improve Your Branding or Marketing Message through Four Simple Words

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