Digg It - Business

Not all benefits are created equal. Knowing which ones to use when can make a big differe

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

nce in the credibility -- and success -- of your marketing campaigns.

There are three ba

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

Examples of combination products may in

ic levels of benefit to any product or service. The first is just one step away from a 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.

ature, and is generally called a "Product Benefit" (because it is still centered on the p

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

oduct). Peanut Butter is made with natural ingredients and contains healthy proteins

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

Combination pro

nd monounsaturated fats.

The second level is stronger. It's called the "Consumer Ben

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

efit," because it focuses on (you guessed it!) the consumer, and the positive result she

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

ets from the product benefit. My children get extra nutrition that tastes good -- so t

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

ey'll eat it.

The strongest level is called "Values." It's the internal reward that

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

comes from the Consumer Benefit. I'm a good mother because I serve healthy Peanut Butt

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

r to my children.

So if Values are the strongest level of benefit, you should always

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

Following aspects would a

use them, right? Not necessarily.

The problem with selling to Values is that it's easy t

dd to the challenges in developing combination products:

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

o sound like you're full of hype. Not only that, but coming right out and saying, "You'll

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

be a good mother if you serve Peanut Butter," is downright insulting.

That's why it's be

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

t to hint at Value Benefits. "Choosy Moms Choose Jif." See how the benefit is impl

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

ied, rather than overtly stated? And isn't it much more effective than, "Be A Good Mother

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

Professional from academic institutions, pharmaceutical industries, health care indust

Choose Jif," would be?

Marketing is all about getting the benefits across to your prosp

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

ct. Unfortunately, there's no single answer to which level to use when. It all depends on

.

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

the product or service, and who it's being sold to. But knowing more about them can help

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

Companies that provide selfless information through particip

you choose the right one -- or mixture of several -- that's just right for your situation

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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