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I’d like to introduce you to someone. I don’t actually know his name, but I’m hoping you do. I’m hoping you know

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

quite a bit about him.

He’s your target customer – the person most likely to buy what you have to offer. He is 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

he person responsible for your paycheck. He pays your rent and feeds your kids. Or at least, he will, once you co

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

vince him to buy from you.

But to convince him, you have to know him. Intimately.

I know, I know – this is elem

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

entary stuff. Marketing 101. But you’d be amazed how many people are in business without a clue about who they’re

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

Combination pro

selling to. Even if you have a pretty good idea about what makes Mr. Prospect tick, you could stand to learn more

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

.

Because the better you know him, the better you know how to sell to him.

Dig deep. Get way down into his psyc

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

e. What are his core beliefs? What are his fears? What keeps him awake at night? What kind of person does he real

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

ly want to be? (That one is actually far more important than who he actually is. Can your product or service help

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

him be that person?)

Do you know what Mr. Prospect does with his spare time? If he’s online, what newsletters do

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

es he subscribe to, or what forums does he hang out in?

Once you know him better than his own spouse, you know h

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

Following aspects would a

ow to speak to him. You know precisely what benefits to stress, what emotional buttons to push. And you know wher

dd to the challenges in developing combination products:

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

to find him when you’re ready to do it.

Let’s say Mr. Prospect is a middle aged male who works in corporate mid

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

dle-management. But you dig deep, and find out that he’s also typically a political junkie. You could use that kn

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

wledge to advertise in Time or Newsweek. But you’re not satisfied, so you dig even deeper and find out that Mr. P

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

is left-leaning in his politics, and has a passion for environmentalism. His greatest fear is that the planet wo

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

Professional from academic institutions, pharmaceutical industries, health care indust

’t be in good shape for his grandchildren.

Now, you can focus on Mr. P like a laser. Skip Time and Newsweek and

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

advertise in Mother Earth News. Send him sales letters on recycled paper, and find a way to connect your product

.

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

or service to a healthy planet. Now you’re pushing his buttons, and Mr. Prospect becomes Mr. Customer.

It takes

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

Companies that provide selfless information through particip

time, effort, and research. But once you really know your target, hitting him where it counts is that much easier

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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Some great ideas to stand out from the crowd would be to select an unusual color, typeface, or message. Make certain that your business card contains all the information necessary for people to remember it. The information you want to include is your name and company name, your company logo, a short catchphrase sentence that describes your business and your contact information such as e-mail address, phone numbers or web site address.

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