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Marketing is a business process about which much is written, however is often not completely understood. Many think that “marketing” and “advertising” are interchange-able

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

words. This is not the case. Marketing is really a complete, integrated approach to doing business.

Many businesses operate on the basis of a “product driven” approach.

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

Examples of combination products may in

hat is, the business has an ability to produce or provide a particular product and tries to find a market for that product. The enterprise is driven from the orientation o

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

the business and its product.

A “marketing” approach however is based on customer needs. In a marketing approach, the business identifies a particular need that exists i

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

the marketplace and endeavours to find a product or service that meets that need. Let me use a simple illustration. The local hamburger store sells hamburgers. But what d

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

Combination pro

McDonalds sell? The sale of hamburgers is only a part of the McDonalds experience for the customer. The McDonalds’ system provides the customer with much more than the ha

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

burger. It provides a hamburger that the customer knows will be of the same quality time after time. The customer will experience prompt and friendly service, time after t

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

me. If you look at what McDonalds have done, you see that they have discovered many “needs” apart from the basic need of the customer to get a hamburger. There are many lo

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

al shops that sell hamburgers, mostly run by very hard working owners, but their product driven approach limits their success. McDonalds’ market driven approach has enable

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

them to become “the most successful small business in the world”.

Now, you may not want your business to become another McDonalds, but there is much that can be learned

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

y examining their approach. Adopting a marketing oriented outlook means that you look at the needs of your customers, beyond the physical need that your product or service

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

Following aspects would a

meets. What are the other needs that your customers are looking to satisfy in their dealings with your business? What are they looking for in terms of the way they are tre

dd to the challenges in developing combination products:

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

ted in the purchasing process? Are your salespeople helpful and courteous? How is your telephone answered? What can customers expect about the quality of your products, de

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

ivery, installation, after sales service, warranties, etc?

The marketing approach sees every aspect of your business as being a tool to create more or higher value sales.

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

The marketing approach enables you to differentiate your business from your competitors, not by selling a different product, but by providing customers with a different ex

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

erience when they deal with your business. When you find the answers to the questions we have just asked and find ways to consistently provide quality in product and servi

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

Professional from academic institutions, pharmaceutical industries, health care indust

e aspects your business will attract more customers who are willing to pay more to have their needs met.

A recent PIMS survey (Profit Impact of Marketing Strategy) found

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

hat businesses who were perceived by their customers to provide better service could charge an average of 9- 10% more for the same basic product or service. It was also fo

.

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

nd that they grew twice as fast as competition and gained market share at an average of 6% per year while competitors lost ground.

The situation is clear. Becoming a mark

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

Companies that provide selfless information through particip

ting organisation, focussing on finding solutions to customer needs, is today’s approach to achieving better results.

(c) 2003 Greg Roworth, Progressive Business Solution

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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If you have experience in accounting or have worked as a bookkeeper before, bookkeeping can be a great way to work from home. Small businesses are continuously looking for ways to outsource some of their workload and most of them do not need a full-time in-house bookkeeper. You can approach several businesses in your area and offer to keep their books.

An often forgotten, yet basic principle in leadership training and leadership theory is the power of praise and its impact on corporate performance. Do you realize that one of the most potent things you can do is to end “appreciation starvation”? The number one reason people leave their jobs is that they do not feel appreciated. As a manager, you can end that revolving door – today!

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