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Once upon a time a company introduced a new product. They didn’t want their competition to know, so they didn’t advertise or even send ou

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

t a news release. Sales of the new product were disappointing. The manufacturer was unhappy. What went wrong? Any thoughts?

My answer

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

Examples of combination products may in

is that this kind of “stealth marketing” doesn’t work. You need to be visible to sell something. When this manufacturer started promoti

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

ng their new product, sales picked up.

So visibility is good for business. But how do you get visible with limited resources? Here are s

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

ome programs I recommend.

1) Postcard marketing - Use postcards to ask for referrals, announce events, build website traffic, say thank

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

Combination pro

s, and more. Of course, for best results you need a good list.

2) News release program - Does your company bring new products or servi

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

ces to market? Publish literature? These are great subjects for news releases. Send releases to editors at relevant publications regularly

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

to get more than your fair share of coverage. Public relations activities like this are time-intensive, but cost much less than advertisi

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

ng.

3) Feature coverage - Getting major coverage in the right media outlet can enhance visibility and credibility quickly. Use research

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

and planning to ensure your topic is timely. Then target specific editors.

4) Case history articles - Highlight your company's capabil

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

ities with problem/solution articles. Well-written case histories are in demand -- by readers and editors alike. These stories make great

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

Following aspects would a

website content, too.

5) Internet - Creating and maintaining a website is relatively low cost, especially compared to printed pieces li

dd to the challenges in developing combination products:

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

ke brochures. If you need to reach young adults, teens or business people, the Internet is where you need to be. E-mail marketing can be

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

a good tool, too, but be sure to get the recipient’s permission.

6) Newsletters - Developing a good newsletter takes market intelligenc

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

e and careful planning. Then you need discipline and skill to crank out something worthwhile on a schedule. But it’s worth it! A good ne

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

wsletter can gain you loyalty, credibility, and – oh yeah – visibility.

7) Identity - Maintaining a consistent identity is a low-cost w

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

Professional from academic institutions, pharmaceutical industries, health care indust

ay to maximize impact. Consistency and professionalism help any business over time. Consistency means repetition. That's what solidifies

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

ideas in our brains. Professionalism is about looking good. If you want to be taken seriously, present a professional image.

Whatever you

.

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

do, repeat, repeat, repeat! A single mailing (for example) may get disappointing results. Don’t be surprised or discouraged. Keep at i

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

Companies that provide selfless information through particip

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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Several free business grants are provided by the government for the business-minded person. If you think you have a profitable business or that your business needs additional funding for expansion then several free business grants are available to cater to your financial needs.

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- Do you think you are not been paid enough? Not being valued at your company? - Do you look at your pay slip and wish you had been paid that little bit more that you deserve? - Do you think you have been particularly successful in your job? And gone beyond expectations?

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