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THE EXILER (your search for true brand attributes ends here!)

With the advent of new marketing strategies and techniques, many theories have sprouted up telling y

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

ou many ways to impress your target customers and make them buy your product. But when it comes to practical implementation of the theories, most of them fail, or give p

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

Examples of combination products may in

artial results because they are based either on buying behavior of customers or extensive surveys

When the customers choose to buy a product they look only into very fe

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

w features of product / service which are vital for their selection. A semi literate customer (or even a highly educated customer for that instance) never substantiates

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

his choice based upon extensive surveys or consumer behavioral theories. The big players being unable to notice these simple facts spend large sum of money in the name o

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

Combination pro

f market research. Let’s probe into facts and find out what the customer really wants!

I strongly believe there are four key characters which a customer takes into cons

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

ideration before buying a product or availing a service. If customer is satisfied with these four aspects, only then he feels a strong urge to buy, if not he shall never

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

buy that product/ range of products what ever promotional campaigns might say. In most of the cases promotional schemes are only ephemeral in inducing him.

Let me name

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

these four key characteristics as key brand attributes. These KBA’s determine the success of the product in the market. Now we shall discuss about them in detail.

Firs

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

t of all is AFFORDABILITY. Customer may be induced by the advertisements and other promotional campaigns to buy the product but what matters most at the end while buying

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

is whether he can afford to buy the product or not. If he can’t, there is no point in compelling him to go till the stores. So it is very important that the product pr

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

Following aspects would a

icing should be compatible with customer’s budget for that particular product.

Second KBA is QUALITY. According to customers quality is not zero defects. They perceive

dd to the challenges in developing combination products:

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

it and tend to measure it relatively as “the comparison of particular product with other products of same kind in terms of amenities, aesthetics, image of brand, utilit

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

y and usage patterns.” So better the quality, more are the chances of sale.

Third KBA is DURABILITY. Once the customer checks for quality and affordability of the produ

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

ct, he inspects durability of product. Customer can employ various methods to find out the durability of the product like, checking for product specifications, looking f

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

or warranties, guarantees, or by simply touching the product physically.

If he finds more than one product is meeting all the 3 criteria, he selects the best one out of

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

Professional from academic institutions, pharmaceutical industries, health care indust

them based on single attribute called VARIETY. Variety is how your product is positioned as different from other products. More variety the customer perceives, more are

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

the chances of your product being sold.

These 4 KBAs will have the significant influence on the sales volume of business. They might not appear in the same order alway

.

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

s, since they often differ with age group, gender and nature of product, but on the whole these are the only factors which have the greater impact on the sales volume of

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

Companies that provide selfless information through particip

the business. Hope you discovered the elixir for success in your business by now.

Please post your comments and suggestions on this article to abhilash_ponnam@yahoo.co

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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