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Thousands eyes were fixed. Hearts were beating hard against the chests. Emotions was high, expectations was weighting on warrior on football field. This was a article moment for D

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

avid Bekham. He has to take a direct free kick. Human wall was erected in front of football a few yards away. Opponent and helping hands were scattered around in the D-area hustli

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

Examples of combination products may in

ng and bustling. And whistle went off.

Bekham took the kick. It went high in air, cutting it at a very peculiar angle, 46 eyes on the field and thousands off the field were fixed

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

on the rotating wonder. Ball takes a swirling loop and rest is history.

Some says it was the air, some says it was the ball who did the trick. But history has given a name to thi

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

s loop, “Bend it like Bekham .” Not many loop are famous like this.

Marketing strategists and marketing need to learn a lot from football, game. What was the price of Bekham ski

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

Combination pro

l. Priceless! Similarly, Marketing general deliver and perform when emotions and expectation are touching bottom. That defines the difference and worth of these super performers f

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

rom mediocre. They keep their cool , eyes fixed on target regardless of tense situation around . They do unexpected which even their intense opponent do not expect it. Performers

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

known when the iron is red hot.

Football teaches marketer the superiority of personnel, A-team playing with 10 player against 11 player will always be one down similar, a sales

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

orce superior in number to the competitor will be for better.

There would always be a fight between quality and quantity. But as marketing Guru AL Rise say that marketing general

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

never draft their strategy based on quality of personal . That is a risky bet and Erratic performance can divest the best lay at plan.

Strategy should get success regardless o

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

success of tactics. Similarly match of football should be won regardless of what happens in the games at all cost.

According to Al rise, marketer depends too much on customers e

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

Following aspects would a

xpectation, customers feed back, market situation. This restrict their visions of future and make them less than bold marketer should concentrate more on competition to stay a hea

dd to the challenges in developing combination products:

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

d of the game. Let me show this. Take the example of Michael Dell it is best policy is to do what is not possible today. Competition is still catching up with Dell’s fanaticism of

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

speed of supply chain and Dell next move is to play catching up game.

Second example is Nokia Vs Motorola started a program to bring it quality up to 2 to 3 fault per million, a

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

small unknown funnies company moved into the space, which Motorola has left behind to remove the Motorola from king position. Football coach known the importance of marking up the

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

first kick will keep the opponent morale down. And that’s one of most favored strategy of football coaches leave alone one or two cases.

A super performer marketer know very wall

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

Professional from academic institutions, pharmaceutical industries, health care indust

, when to leave battle field for opponent to make him tire competition would jump in, throw their reserve and exhausted. And many times in the process get the black name in market

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

. And then they jump in to finish off the game. Competition loose out all the reserves to thwart the attack.. Great Marketer give, their competition, pass to go a head when they s

.

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

e they will surely find the dead wall in front of them. They do it obviously. May be some see their Timidness in to this act. But in end they understand what they were up to.

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

Companies that provide selfless information through particip

Similarly when a defender see the opponent striker is a head of him when ball is still in the mid field. He gives him a pass and whistle go on.

It is an off side, my dear friend

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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With numerous isolated initiatives running concurrently within an organization, there is often little idea of how they interact or overlap, leading to no clear overview of the benefits. The result is duplication and the need to repeat initiatives on regular intervals. Research shows that on average 40% of value of an initiative is not realized. However, having a logical way of structuring the same initiatives can lead to enormous benefits and a lot more realized value.

There is a great debate among the training community about the best way to clawback training costs from employees who subsequently leave the organisation that trained them. They seem to have missed the point.

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