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Rhetoric aside, it’s clear that marketing is entering a new era, an era that will make th

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

e sixties and seventies look like a Sunday school picnic. Competition is getting brutal.

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

Examples of combination products may in

The name of the game has become “taking business away from somebody else.”

As companies

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

xperiment with different ways to increase sales, they are turning more and more to warfar

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 strategies in general.

But aggressiveness alone is not the mark of a good military str

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

Combination pro

tegy. Especially aggressiveness as represented by the “more” school of management. More p

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

roducts, more sales people, more advertising, more hard work.

Especially more hard work.

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

Somehow we feel better about success if we have to work hard to achieve it. So we schedul

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

e more meetings, more reports, and more memos, more management reviews.

Yet military his

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

ory teaches the reverse. A single-minded commitment to winning the battle on effort alone

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

usually dissolves into defeat. From the trenches of World War I to the streets of Stalin

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

Following aspects would a

grad in World War II, the military commander that lets his armies get bogged down in a ha

dd to the challenges in developing combination products:

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

d-to-hand slugging match is usually defeated.

The dogged determination of Xerox to make

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

it in the office automation market is not a sign of future success. It’s a mark of futili

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

y.

Much better are quick, lightning like strokes that depend more on timing than muscle.

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

(What the Germans call blitzkrieg.) Not that muscle, or the principle of force, is not i

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

Professional from academic institutions, pharmaceutical industries, health care indust

portant. Far from it. But unless an attack is properly planned, you throw away your advan

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

tage if you let the battle degenerate into a war of attrition.

Whenever you hear your co

.

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

mander say “We have to redouble our efforts,” you know you’re listening to a loser talk.

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

Companies that provide selfless information through particip

The lights don’t need to burn late in places like Armonk. IBM wins by smarter, not longer

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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The entrepreneurial spirit is alive, well and growing on a global basis. Interestingly it is something other then personal ambition that often fuels Russian citizens to explore entrepreneurial opportunities.

Incredible 'dumb' business ideas that made millions - goggles for dogs, fake plastic wishbones, designer diaper bags and more. Oh, and a stupidest idea that made a 21-year old a million dollars in a few months time.

Promotional products are a great way to get your business name out there for the customer base at a trade show or conference to see and remember, and they are perfect for making sure that your name will get taken home with your customers and stored in their memories for the next time that they need whatever it is that you have to offer.

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