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It goes against the grain, especially for those of us used to “business at the speed of light.” But bear with me. I’m not trying to teach you Zen

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

philosophy. But I am going to show you how working backward can move your business forward.

Let’s start with a purchase. That’s a great place t

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

Examples of combination products may in

be, isn’t it? The moment when your prospect has become your customer. When money changes hands and your widget or service finds a new home. It’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.

beautiful.

But what got your customer to this point?

I can actually hear a few of you saying, “Who cares? All that matters is that she’s here.

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

Well, that attitude may work for a garage sale. Or even a going out of business sale. But if you want more customers, and more moments like this

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

Combination pro

one, it really helps to know what got us here.

So you can do it all over again.

Go ahead and ask her some questions. Get her to fill out a surv

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

ey. Analyze your web logs. Act like a secret agent if you have to and find out what brought her to you. Find out things like:

How did you hea

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

about us? You absolutely have to know what methods of promotion are working, and what isn’t. Otherwise you waste money.

Of course, there ar

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

ways to track responses to your marketing without asking. If you’re using direct response. If your ad/ commercial/ sales letter asks your prospe

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

ct to call, use a different number for each ad. Then see which ads bring in the most phone calls. Use coupons, and put a code on each one that te

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

ls you where it ran. Have special landing pages on your web site for each and every ad or commercial you run, and track the traffic.

Now you can

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

Following aspects would a

see what marketing messages are working, and should be increased. And, what isn’t working. That you can cut out.

What made you choose us over

dd to the challenges in developing combination products:

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

our competitors? You both know competitors exist, so there’s no point in denying it. But your customer has rejected them in favor of you. Wh

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

?

Use what you discover here to differentiate yourself in your marketing. That doesn’t mean attacking your competitors. It just means calling a

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

tention to your more favorable aspects.

What put you in the market for a widget? Find out what problem your product or service is solving

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

. Don’t just guess, get the facts. You may be surprised at what you discover. Use this powerful information to craft sales messages that speak to

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

Professional from academic institutions, pharmaceutical industries, health care indust

the needs of your prospects.

There are all kinds of ways to get this information. If you have a retail store, you can train your employees to st

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

ike up a conversation and ask. You can always give out surveys, and a few customers will fill them out. Offering an incentive, like a discount 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

their next purchase, is a great way to get more.

Finding out what led your customer to your cash register takes a bit of time and effort. But o

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

Companies that provide selfless information through particip

ce you know where the journey started, you can meet others there. And you’ll have a much better idea how to guide them to a purchase of their own

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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