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Marketing calendars are used by many businesses to help keep sales pipelines full of new prospective customers. Small businesses may just keep a simple calendar with handwritten items on the dates

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

that marketing efforts need to be completed. These items might include attending a trade show, sending out an email campaign, or placing a buy for a magazine advertisement. Larger corporations ty

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

Examples of combination products may in

pically have a more detailed marketing calendar planned out a year in advance. Regardless of the size of the business a good marketing calendar does have to have some key elements to assure the mo

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

thly activities in which the business is investing are paying off.

Here are a few things you need to include in your marketing calendar in order to maximize your return on your marketing investment

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

:

1. List all of the activities you plan to do by month. Activities should include efforts like direct mail, keyword search, media buying, PR, attending trade shows and networking events, and anyt

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

Combination pro

hing else you think will help bring awareness to your business and generate qualified leads.

2. Estimate how much it will cost each month to execute each activity. If you don’t have enough informa

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

ion about the cost of an activity, make an educated guess and make your estimate higher than you believe it will really be.

3. Estimate the number of prospects the activity will expose your brand o

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

r message to and record these in the calendar as “impressions”. For example, you may send out a press release and an industry trade publication prints it. In this scenario, the number of subscribe

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

rs to the magazine would count as the number of “impressions”.

4. Estimate the results each activity will bring to your company in the form of revenue. Usually this is measured in the form of new

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

ustomers with an average annual value associated with the revenue this customer represents to your business. Depending on the activity, the results of the effort may assist in retaining an already

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

existing customer for a longer period of time. The value of this activity may be a more challenging number to represent, but still make an effort to assign revenue to the effort. For example, host

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

Following aspects would a

ing an open house for your business may bring in both new prospects and current customers. If the activity results in one new customer who will spend $5,000 over the next 12 months and 10 current c

dd to the challenges in developing combination products:

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

stomers with a combined value to your business of $50,000, you might want to represent the activity as having a $15,000 return. Remember, when completing a marketing calendar, you will likely inclu

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

de activities that you have done in the past. By doing so, you will have a results history to reference when filling in the numbers. Marketing activities that you have not done before should have

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

results represented in the form of goals you would like to achieve for the investment you are making.

5. Summarize your totals. Each month, you should be able to see the total number of marketing

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

ctivities you have going on, how many people will be exposed to your business, and what type of results you will be achieving. Reviewing and updating these totals with actual numbers will allow you

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

Professional from academic institutions, pharmaceutical industries, health care indust

to look at your marketing history and make better decisions about the types of activities you should spend more time and energy doing.

Long-term Marketing Calendars can really impact the bottom li

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

ne. In the short-term, it will help hold your team accountable to completing tasks and keeping the sales and marketing efforts in motion. If done properly, a Marketing Calendar will keep you on bu

.

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

get and force activities to be tied into results. The Marketing Calendar is the one part of your overall marketing plan that needs constant updating. Be sure to add impromptu marketing efforts tha

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

Companies that provide selfless information through particip

t may have not made the calendar originally. These marketing efforts need to be tracked as well, and by putting them in the calendar, you will have a record of the activity for future consideration

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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