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A lot of small businesses make the mistake of thinking that their prod

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

uct or service is good for just about anyone. The logic is "why should

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

Examples of combination products may in

I limit my market to a smaller segment of the whole and sacrifice a s

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

ale." The problem with that logic is that for most products and servic

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 you simply cannot expect consumers of vastly different segments to v

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

Combination pro

iew you as valuable. Teens have a different lifestyle than single moms

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

. Single moms have different needs than country club executives. Count

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

ry Club executives have different likes and dislikes than bikers.

Tar

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

eting your sales to a smaller niche is a much better way to go. As a m

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

atter of fact, as counterintuitive as it may sound, the smaller the ni

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

che the better your sales.

Who do you suppose are your ideal clients?

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

Following aspects would a

Answer that by asking yourself who would want your product or service

dd to the challenges in developing combination products:

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

Where do they live? How old are they? What do they do? What else do t

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

hey consume? Understand everything you can about them. This will help

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

you to construct partners who are also trying to reach the same people

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

. It will help you focus on exactly where and how to advertise. It wil

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

Professional from academic institutions, pharmaceutical industries, health care indust

help you stop wasting time and effort trying to get people outside of

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

your ideal client profile to buy your product or service. Most of the

.

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

m never will anyway.

If you spend your time talking only to people wh

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

Companies that provide selfless information through particip

o are most likely to buy fom you, your sales will increase as a result

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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