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Every small business owner, entrepreneur and independent sales person needs to think about their marketing in ter

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

ms of direct response.

What is direct response?

Well, direct response marketing is marketing that delivers a tr

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

Examples of combination products may in

ckable and measurable return on the dollars spent.

Seems pretty simple, straight forward and logical - don’t you

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

think?

Then, why do some many small businesses consistently toss tons of time, energy and money down to the tid

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

bowl man?

Why do they constantly talk about and spend dollars on “getting their name out there?”

It’s a comple

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

Combination pro

te waste of limited cash and resources and it doesn’t work.

You can not build brand as a small business with a l

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

mited marketing and advertising budget. If you don’t have a Cola Giant budget you can’t copy the Cola Giant’s ad

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

strategy – i.e. spending money to “get your name out there” and hope you get customers in return.

That is leavin

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

your business success up to chance and that’s not a smart strategy.

But you want to build image and brand aware

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

ness…Right?

Listen, you can’t deposit brand awareness in the bank and if your marketing efforts don’t yield some

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

hing you can deposit in the bank then you shouldn’t be doing it.

That is why you need to study, learn and practi

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

Following aspects would a

ce Gravitational Marketing SM .

You have to stop thinking about your role in your company as a maker or seller o

dd to the challenges in developing combination products:

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

widgets. You are not in the business of making or selling widgets.

You must be in the business of marketing wid

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

gets. Your role has to become chief marketer of widgets.

For example…let’s say you own a pest control company.

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

hat business are you in?

The obvious answer is the pest control business.

But in this case the obvious answer i

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

s the wrong answer. And as in most things in life the common thinking only leads to common results.

Common Resul

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

Professional from academic institutions, pharmaceutical industries, health care indust

s = Common Life.

The correct answer is that you are a marketer of pest control.

The marketing function is what

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

brings in the business. It’s what generates the leads that turn into sales which bring in the dollars that you ca

.

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

deposit into your bank account.

Your thinking has to completely change if you want to be successful.

This tota

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

Companies that provide selfless information through particip

l reengineering of you role has to occur if you want your business and your life enjoyable, simple and prosperous

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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Italian pinstripe designer suits, a button-down collar, and French cuffs do not a complete outfit make. They need something more, and this something is called a tie tack. A necktie without a tie tack is like potato chips without potatoes. The tie tack improves not only the outfit's form, but also its function.

It's not enough to create a snazzy Web site and expect sales to increase. You have to consider the entire strategy in order to ensure your business will achieve a higher level of success. Corporate Internet Branding is very important, but you also need to understand the other important aspects of your business, your target market and the product or service you are offering.

Some very big name people assert that this is the key to success, but what they’ve unfortunately done is cause more harm than good.

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