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In addition to direct marketing strategies you want to be sure your existing passive, or indirect, marketing activities are as effective as possible. When is the last time you took a

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

good look at your existing marketing activities?

Here are some fast, easy (and free to inexpensive) ways to update and upgrade your existing marketing activities.

YOUR VOICE MAIL MES

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

Examples of combination products may in

SAGE

Does your voice mail message give additional information about your business? Use this opportunity (you have a captive audience) to provide some additional information. You can

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

mention your website or newsletter, promote an upcoming event, or offer a free report.

YOUR E-MAIL SIGNATURE

This is a chance to send a marketing message along with every e-mail that

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

you send. Remember, e-mails are often forwarded. Think viral marketing (if this term is new to you, check out Seth Godin. It’s a good thing). Do you have an upcoming event? Do y

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

Combination pro

ou offer a free article or report? Are you having a sale? At a minimum put a link to your website in your e-mail signature. In addition to interesting content, think about the color

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

and font of your e-mail signature and create something that is attractive and fits with your brand.

YOUR BUSINESS CARD

Use the back of your business card. Don’t leave this valuable

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

space blank. Make an offer for something like a free report, your newsletter, a sample of your services, a discount, etc. Get your business cards out into the world so people can h

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

ear about your offer. Ask for permission to leave a few cards at places your clients frequent like stores, restaurants, gyms, waiting rooms, etc.

YOUR EXISTING PROFILES

I hope you h

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

ve profiles on networking websites, directories, clubs, industry associations, and the like out there. Has your marketing message, your offer, and/or your products/services changed s

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

ince you first created your profiles? I am betting that is a yes! Review all your profiles to make sure they are up to date. This is a great chance to take inventory of all of the

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

Following aspects would a

places where you have profiles and create a list you can refer to later. If you have a photograph of yourself to add to your profiles, please do so. Add your photo to your own websi

dd to the challenges in developing combination products:

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

e if it isn’t already there. Connecting your face with your company makes your company more human and personal. Remember, people buy from people they know, like, and trust. It will

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

also help people recognize you at events.

YOUR COMPANY LETTERHEAD

This may seem like a no-brainer but I have seen business owners who don’t have their contact information on their

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

letterhead. Your letterhead needs to include your phone number, e-mail address, and website. This goes for your printed hardcopy letterhead as well as the electronic version.

The o

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

ly way to know which marketing strategies are working for you is to keep track. This includes the activates above as well as all of your other strategies (networking, referrals, dire

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

Professional from academic institutions, pharmaceutical industries, health care indust

ct marketing campaigns, etc.)

Always, I mean always, ask people who contact you how they heard about your business and record this valuable information. It is easy to do, simply crea

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

te a list of all of your marketing strategies and how many people respond to each one. It is easiest to do this electronically using a spreadsheet so you can easily calculate percent

.

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

ges and totals. You can also use old-fashioned pen and paper if you must. Whatever method you prefer, just make sure you do it!

It’s time to get into action. Take some time and go

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

Companies that provide selfless information through particip

through all of your marketing materials. What marketing tools do you have laying around that could be dusted off and upgraded up to work even harder for you?

(c) 2005 Stephanie War

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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