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1) They don’t fully understand it.

Perception: Marketing is advertising.
Reality: Marketing may not even include advertising.
Perception: Marke

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

ting is an expense.
Reality: Marketing is an investment.
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2) They rely almos

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

Examples of combination products may in

t exclusively on Word-of-Mouth.

Word-of-mouth is the best way to get business and savvy marketing helps create it.
So, you can’t sit back and hope for custom

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

rs. You must be proactive.

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3) They think they can’t afford it.

This ties in

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

with the perception/reality issue…when marketing is primarily limited to traditional advertising that’s usually expensive and often less than effective. Good marketing

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

Combination pro

nvolves a smorgasbord of cost-effective, creative options and executions.

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4) Their produc

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

t needs improvement.

Obviously, the better the product, the better the marketing can be. It’s hard to get people excited about a product that’s esoteric, irrelev

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

ant or inferior.

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5) They expect results too quickly.

Unless you’re running some k

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

nd of sale, marketing takes time. Like building a house or getting in shape it takes planning, discipline and patience.

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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

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6) Arrogance or naivet?.

Maybe you think you can do it all yourself or simply don’t know where to turn. The problem is, if it’s no

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

truly your expertise chances are you’ll be wasting both time and money. Think about it. If you’re building a house, it helps to have a great architect, right? If you ha

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

Following aspects would a

ve legal issues, it helps to have a great lawyer. Successful business owners know the same applies to their marketing.

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dd to the challenges in developing combination products:

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

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7) They don’t really know what they’re selling.

It’s not just the product or service; it’s also the emotional and psychological benef

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

t. You need to determine what that is.

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8) They don’t really know who they’re selling to.<

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

/strong>

Many a marketing effort as failed because the prospects they’ve been targeting for the past few years are not the ones they need to be targeting looking ahead.

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

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9) They don’t embrace the new technology.

Things are constantly evolving and your m

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

Professional from academic institutions, pharmaceutical industries, health care indust

arketing must employ every relevant technological advantage to stay competitive.

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10) They

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

get help, but the wrong help.

Friends and associates are fine if they’re qualified. Too often, they aren’t. When it comes to getting the best marketing help one

.

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

obvious test is seeing how well they do it for themselves. Visit their web site, spend a few minutes, see what they’ve done and what their clients say, and then decide.

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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Digg It - 10 Reasons Why Businesses Fail at Marketing.

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