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Can we imagine a place in the world today without a marketing activity. It looks remote. When we all move from one place to the other, we

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

need an interactive or a Communicative Response System (CRS) to facilitate a marketing activity and enable the market to respond. When this

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

Examples of combination products may in

Communicative Response System (CRS) eventually reaches a market, there are buyers and sellers waiting to respond.

Marketing is not today wh

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

at it used to be years ago. It started as a barter and has reached a currency world with a variety of geographical segments and demographic

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. Marketing in simple terms is a distribution of products and services of a company in order to realize a value in form or in kind. Whi

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

Combination pro

le it is true, marketing today encompasses a wide range of activities including relationship building.

Relationship building is key to the

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

success of any service organization. A marketing activity does not end with a buy or a sale. Today, it requires establishing and building

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

capabilities to create retention. From the company’s point of view, identifying and understanding the requirements of the customer in clear

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

terms is the first step in the process of starting a relationship building exercise.

Private banking sector, for instance, in India has un

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

dergone a tremendous change in the last 5-6 years. From being a lending institution, private banking has spread its wings to include servic

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

s such as insurance, risk-management, asset-management as the core activities. The bottom-line is your capability to build, develop and main

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

Following aspects would a

tain a relationship that is long-standing and mutually beneficial. Because, the chances of succeeding service marketing or any type of marke

dd to the challenges in developing combination products:

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

ting for that matter, depends firstly on the extent of proximity you could establish with the company.

Service marketing is gaining promin

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

ence in all sectors. BPOs, Call Centers are making huge money in contrast to the product marketing. The top 5 factors influencing relation

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

ship building exercise to succeed in service marketing are

1. Be customer-centric. Put the customer first and for a moment put yourself in

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

the customers’ place.

2. Identify and understand what customer wants in terms of products and services and the value that you could create

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

Professional from academic institutions, pharmaceutical industries, health care indust

to your customer by offering your services.

3. Consistent follow-up with the customer to demonstrate the extent of interest and seriousnes

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

s and also the capabilities that you have developed over a period of time, for instance, your client base.

4. Respond in time to the requir

.

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

ements of your customer and focus on feedback evaluation to check and ensure you did not deviate anything from the specifications.

5. Share

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

Companies that provide selfless information through particip

your success with your friends and colleagues to create in a way your brand image and stay on to receive feedback and suggestions from them

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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