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Many marketers and product developers make a disastrous mistake: They develop and sell products that nobody wants.

Thi

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

s is usually how it goes: The product developer starts programming software or writing a book, just because he is inter

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

Examples of combination products may in

ested in the subject, without looking at the market. Then once the product is ready, he starts promoting it, just to fi

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

d out he can make no sales.

There must be a better way. Let’s look at how it should be done instead.

You should alway

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

s create a product that solves a problem. The problem has to be serious enough for people to want to pay for a solution

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

Combination pro

to their problem. Good examples are: People who are overweight are willing to pay for a solution to that problem. Peopl

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

e who suspects that their husband or wife is cheating on them are willing to pay to find out. People who can save a lot

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

of time by automating a time-consuming task are willing to pay for the saved time.

So here are the simple steps to cr

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

ating a successful product:

1. Identify a common problem

There are many problems that need to be solved in this world

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

. The problem has to be a common one, so that enough people need a solution to this problem. And the problem has to be

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

mportant enough so that people are willing to pay for a solution

2. Provide a solution to the problem

This is the pro

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

Following aspects would a

duct development phase. You have to solve a product that actually solves the problem that these people are experiencing

dd to the challenges in developing combination products:

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

.

3. Find people experiencing the problem

This simply means that you need targeted advertising. Where to find your ta

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

get audience will depend on the specific problem. Maybe you will find them on search engines. Make sure that your keywo

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

rds are very specifically targeted at those who experience the problem you want to solve. Or maybe you can find your ta

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

get audience in certain communities, such as online forums or self help groups.

4. Prove that your solution works

Onc

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

Professional from academic institutions, pharmaceutical industries, health care indust

e you have found your target audience, they will only be willing to buy your solution once you prove to them that your

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

solution actually works. The proof can be social proof (such as testimonials), or it can consist of examples of the res

.

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

lts. If you are selling software that removes red eyes from photos, the proof can consist of before and after pictures.

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

Companies that provide selfless information through particip

That is really all there is to it. Follow the simple steps as outlined above and your product is a guaranteed success

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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