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"Do not follow where the path may lead.
Go instead where there is no path and leave a trail."
- Harold R. McAlindon

Mr. McAlindon, President of the Parthenon Group in Nashville, Tennessee said, "T

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

here is a difference between creativity and innovation. Innovation is a creative collaboration. Converting creativity to innovation is a team sport."

Creative people generate marketing ideas by using stimu

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

Examples of combination products may in

li to help them think "outside the box." But true marketing innovation can only occur when the creative team collaborates, exchanges ideas, refuses to pre-judge and enjoys the process.

Here are five innovat

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

ion methods you can use to generate profitable marketing ideas quickly. Each team member brings their own unique view of the world to the table. Have at least four people sit together and follow these five

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

steps carefully. Choose one product, service, idea or concept at a time. Work the formula and reap the rewards of creative innovation.

1. Focus

Before you can develop a successful marketing idea, you mus

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

Combination pro

have a plan that identifies the need, the problem and the solution to the problem that exposes the opportunity. The most efficient way to do this is to survey your present customers to find out what their n

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

eeds are and how you are presently meeting those needs. Ask them questions patterned after the questions in this article. With this information, you'll know the hot buttons to push to attract new customers

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

and clients.

2. Reflect

Once you know the problem and the opportunity, how do you translate it into a successful new idea?

Ask Who, What, Where, How, When and Why to define the problem. Think about how yo

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

u can make your product or service better. Consider new markets that you can enter, a more defined, benefit driven unique selling proposition and ways to tweak your product or service. Sometimes a more expen

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

sive product or service to a smaller niche market will yield greater profits.

Plan a brainstorming session with your mastermind group. Throw ideas out on the table, don't criticize anything, let your ideas

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

low. Learn about Mind Mapping and how it can aid you in expanding your creative thinking.

Here are a few ways to jump start your ideas:

Take one idea, concept, USP, niche, service, or marketing strategy yo

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

Following aspects would a

u presently have and let each person in your group participate in answering the following questions.

1. What if?
2. How can we improve...?
3. How can we streamline...?
4. What should we m

dd to the challenges in developing combination products:

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

odify?
5. What could we replace?
6. What could we add?
7. What should we eliminate?
8. How can we simplify?
9. What two things can we combine to make it better? 10. Why?

3. Act

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

Assemble all ideas into an action plan. Prioritize the plan and detail the action steps to get it accomplished. Take action, no matter how small it may seem. Just do something to get your creative juices

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

flowing. Take a walk, listen to music, meditate, exercise, do a crossword puzzle. Test your creative impulses by listening to your inner voice. Write out your plan, first in broad terms (yearly, monthly, we

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

kly) then down to the minute details (daily, hourly).

4. Measure

Measure the action. Test and study possible conclusions. If your test works with one market, it might work with another market with a littl

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

Professional from academic institutions, pharmaceutical industries, health care indust

e tweaking. Test new headlines, new offers and guarantees in your direct mail. Offer bonuses for responding sooner rather than later. Instill a sense of urgency in your message.

5. Expand

Using your new

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

measurements, expand your horizons into new territories. Find a hungry niche market, then develop a series of products that you can sell in a packaged system. Once this niche is successful, sell the method

.

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

you used to sell to that niche and encourage others to follow your suggestions in "their" niches.

"Innovation is like a road in the country. Where there was never a road, many people walked together, and th

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

Companies that provide selfless information through particip

e road appeared from their efforts."
- Harold McAlindon

(c) Allan J. Katz, 2005. Reprint rights granted to all venues so long as the article and by-line are reproduced intact and links are made live

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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