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Today’s small business owners are smarter than ever about strategic and tactical marketing. They are becoming more and

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

more comfortable with its cumbersome terminology and are familiar with concepts such as customer “touches”, or contacts

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

Examples of combination products may in

Unfortunately, however, many small- to medium-sized business owners are spending way too much time concentrating on t

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

e frequency of their messages, rather than developing the right message.

For example, how many ads have you seen from

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

entists who proclaim to give you a “better smile”? Yes, the actual size, orientation, color, graphics and the like may

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

Combination pro

be different, but the message is the same-old-same-old. Have these dentists, then, differentiated themselves and becom

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

memorable? The obvious answer is “no”.

However, is any impact better than none at all? Marketing experts and busine

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

ss owners alike often debate this issue. On one hand, even a so-so ad can generate name recognition… an important objec

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

ive. Alternatively, others argue that poorly-designed marketing communications is at best, weak and at worst, damaging

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

ND memorable.

It is reasonable to expect that a marketing consultant or advertising agency will create a distinctive a

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

d positive ad and message every time? Yes. Assuming you’re developing it based on a solid strategic plan.

Also, should

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

Following aspects would a

you expect that every ad is original in both content and look? Again, yes. Any talented marketing professional can help

dd to the challenges in developing combination products:

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

you create a look, feel and message that achieve both of these objectives.

For example, wouldn’t a dentist’s ad be mor

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

memorable if it emphasized the idea that dental procedures – braces, teeth whitening, caps – produce far better result

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

s in your overall appearance than above-the-neck plastic surgery?

Here are four great questions to ask yourself as you

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

consider whether the image and message you’re creating will achieve the “bang” you’re looking for:

1. Is your message

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

Professional from academic institutions, pharmaceutical industries, health care indust

nique, positive and memorable?
2. How many other companies in your industry communicate the same thing? If your a

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

swer is, “None” you’re well on your way!
3. Does your message create an image that fits your company’s personality

.

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

4. Does your message increase the chances of creating the impact you want?

Remember, generating favorable respo

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

Companies that provide selfless information through particip

ses to your marketing communications happens when your strategic goals and standards are turned into flawless execution

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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Establishing standards is critical to the success of every business. That is why numerous companies go for ISO 9000 certification, which is a series of globally identified standards and rules that define an effective quality system. ISO standards themselves do not perform assessments or audits to ensure that they are applied by companies in conformity with the requirements of the standards.

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