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I am always amazed when I see marketers advertising new products. From products touting various skin creams and anti-aging creams to the latest and greatest weight

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

management program, the campaigns are larger than life. When will they understand that I want to look good for MY age and not the age I was 20 years ago?

I am no

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

Examples of combination products may in

trying to recapture my youth or be razor thin like a model. Today, most products' packaging simply does not identify with whom I am, how I see myself or embod

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

the person I would like to be. Packages with 30-year-old models try to convince me that if I use their cream the reflection in my mirror will roll back 20

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

years. Get real, as if this would compel me to purchase this product.

I'm sure that out there somewhere is that perfect "niche" to which they are marketing AN

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

Combination pro

selling. The question in my mind is who in the world is this? It certainly doesn't relate to me - an over 50 female who represents 50% of the world's populati

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

n that is soon to be the largest demographic marketing segment. This market also has the money to spend and is willing to spend it for the right products.

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

Just who is it I represent? Women over 50 years of age are an underserved, unknown, and obviously underrated segment of the purchasing population. When was

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

he last time an advertisement truly captured that demographic segment with compelling graphics and images it can relate too?

Marketers just don't get it. A d

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

ily dose of TV advertising will convince you that you are fat (seriously), your skin is wrinkled, you have yellow teeth, and you need a push-up bra. Where is the r

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

ality in that? I've been there and loved every minute of it, but now I am at an age in my life when much of that "hype" really doesn't matter to me. I am comfortab

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

Following aspects would a

le with who I am. I don't think I am fat, my laugh lines show character, my teeth shine when I smile and just give me a comfortable bra!

Recent ads from Dove and

dd to the challenges in developing combination products:

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

ike are coming close to getting the marketing message about 50+ women. I loved the thunder thighs and big butts connotations because they are getting closer to o

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

r reality. The truth is the images and marketing messages on most packaged products fall short of attracting the female +50 market's attention. The packages don'

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

t drive the market to connect with the product and compel them to buy it.

I'm ready to spend money, so where are the products that I crave? I can't buy clothes

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

ithout looking like Little Bo Peep or worse, Cher. I can't buy cosmetics without outlandish colors. I don't want to be reminded every five seconds that I'm not the

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

Professional from academic institutions, pharmaceutical industries, health care indust

slim 25 year old I used to be. It is as if they think we are no longer attractive since we have passed the big 50.

I don't need a push up bra. I need things that

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

make me feel good, applaud me for my success in life, and keep me grounded to the fact that I'm not old, senior, golden, aged or any other similar nomenclature. I'

.

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

at the half way point in my life with lots of dynamic years left.

Give me products that support that vision. Put them in packages that I can read the type and

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

Companies that provide selfless information through particip

ctually open without assistance and you got me hooked. So get real marketers. I have money to spend. Create something that resonates with me that and I will buy it

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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