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Maybe you've heard these different marketing terms, maybe you haven't. Either way, let me help to clarify the difference between them, because you should have all three if you want to market successf

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

ully. And knowing what they are may be your first step to accomplishing all three for your business.

Unique Selling Proposition

A unique selling proposition, sometimes referred to as a USP, is the

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

Examples of combination products may in

one thing that is unique and valuable about your business, product or service? And it must be unique and valuable to your prospects or ideal clients, not just to you.

It may be an inherent attribute

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

of your product or service (it's the only blue widget available and blue is the color your ideal customers prefer) or it may be something you create. I created the USP for my business, 10stepmarketin

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

g.

There are many marketing training programs and educational products available. But there were none I could find that taught small business owners how to create and implement their own marketing pl

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

Combination pro

n using a simple, step-by-step, question-and-answer method.

So I created my marketing training program (name and all) to fill this void in the marketplace. And it became my "created" USP. It didn't

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

exist when I first started training 5 years ago — I created it and built my business around it.

Your USP is an idea or a concept. It is not the exact words you feature in your marketing. You will

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

however use it to write and create your marketing messages.

Single Message

This is what you say about your business, product or service when you market. It is the one key idea or message you include

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

in all of your marketing. It may be very closely related to your USP, but it may not be exactly the same.

You will determine your single message AFTER you determine your USP. Additionally, look at

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

your single message as the one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.

It is usually

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

written in the form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message

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

Following aspects would a

in your marketing materials exactly as you have written it in your marketing plan.

The idea will be communicated, but you will very likely use different words in your actual marketing materials. For

dd to the challenges in developing combination products:

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

10stepmarketing, my single message is "If you can answer 10 questions, you can successfully market your business." (In my case, I turned my single message into a tagline because it was succinct, it c

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

ommunicated exactly what I wanted, and frankly, it just WORKED!)

Tagline

Your tagline is an actual line of marketing copy you write to sum up what you do, or what you want your prospects to know abo

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

ut your product or service, or a key benefit they will reap if they purchase. You will draw on your USP and your Single Message to help you craft your tagline.

This is the only one of all three (USP

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

Single Message, Tagline) your prospects will see exactly as you have written it in your marketing plan. As stated above, my tagline for 10stepmarketing came directly from my single message. This is

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

Professional from academic institutions, pharmaceutical industries, health care indust

not usually the case, but it just happened to work out that way.

You may have the same situation. Your USP or your Single Message may be so spot-on you choose to use it as your tagline. As long as y

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

our tagline communicates a customer-focused message that's great.

Always ask yourself the question "What's so great about that?" when you are thinking of putting a tagline or any other message or cop

.

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

y in front of your prospects. If "what's so great" is obvious, your copy or tagline is probably already very customer-focused.

If you can further drill down to a more specific customer benefit when

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

Companies that provide selfless information through particip

asking this question, then you are still in business-owner "feature-land" and you will want to keep asking "What's so great about that?" until you can't drill down any further.

(C) 2005 Debbie LaChus

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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