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One very powerful and cost-effective marketing strategy is to study the competition. Th

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

is is an important exercise, as essentially it allows you to find out as much as possib

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

Examples of combination products may in

le about the opposition – how best they operate, what they lack and then how to capital

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

se on it!

Study the Competition Offline

Start by reviewing the Yellow Pages, the Thom

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

son Local or even go online to determine what you’re up against locally (and if applica

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

Combination pro

ble nationally). Make a list of the businesses you need to research, then systematicall

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

list the advantages and disadvantages associated with each company. Try to be as objec

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

tive as possible.

Some questions you might need to ask about the opposition include:

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

* Where do they advertise?

* Who buys from them?

* What form of marketing seems to wo

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

k best (or not) for them?

* Do they produce a newsletter you could join?

* What’s the

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

ir background?

* Do they try to appeal to all sections of your particular business sec

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

Following aspects would a

tor, or do they have a niche market?

Study Your Competition Online

If a competitor is

dd to the challenges in developing combination products:

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

consistently higher in search engine rankings than you are, work out how they got there

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

. For example use www.linkpopularity.com to see which sites link to their website, as w

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

ell as your own. Relevant links can dramatically increase traffic to your web site as t

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

ey provide an excellent source of consistent and targeted hits.

Review your competitor

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

Professional from academic institutions, pharmaceutical industries, health care indust

’s website from top to bottom – essentially ‘get under the bonnet’ and see what makes i

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

t work.

View the competition as not only a force to be overcome but an aid in your mar

.

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

eting efforts. You might be pleasantly surprised, or shocked, when you compare your bus

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

Companies that provide selfless information through particip

iness to what else is out there. Either way you’ll learn a great deal using this method

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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Best-selling author describes his frustration in trying to talk to someone in the companies he does business with.

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