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In virtually any business first impressions are lasting impressions. Most people have heard

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

this statement for years, and yet some people completely ignore the first impression they

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

Examples of combination products may in

re conveying to potential customers or clients.

Regardless of the industry you are in imag

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

is a part of your marketing. Take the real estate industry. An often-overlooked part of ma

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

keting is the image an agent projects. This includes marketing collateral, clothing and the

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

Combination pro

type of car you drive.

Do you convey the image that is appropriate for your market? If you

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

are dealing with first time buyers, does your image match the market? If you are dealing wi

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

th very seasoned buyers, what is the nonverbal message you are communicating? Not that you

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

hould become something you are not, but you should be aware of the message you are conveyin

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

. Image doesn’t mean you have to go into debt over it. However, it does mean to make approp

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

iate investments.

An aspect of your image is the company or corporation you work for. If y

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

Following aspects would a

u are part of a larger company remember you are part of a larger company. No matter how muc

dd to the challenges in developing combination products:

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

you may want to do things that are outside company policy, if you are with that company th

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

n your agreement is to follow their structure.

Your image is also reflected in how you tal

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

k to customers about the company you represent. Speak well of any organization you are conn

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

cted with. If you can’t then perhaps a change of the company you are associated with is in

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

Professional from academic institutions, pharmaceutical industries, health care indust

rder.

You phone skills are also a part of your message. How do you answer the phone? Are y

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

u happy to hear from customers or are they an annoyance to you? If they are an annoyance, y

.

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

u definitely need to get out of the business you are in. And FAST!

Whatever your professio

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

Companies that provide selfless information through particip

keep in mind the impression you are leaving behind. Is it one you want to be remembered by

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 saw the Drew Barrymore/Adam Sandler movie, 50 First Dates, a few years ago, Drew's character lost her memory each night so when she woke up, her boyfriend, played by Adam Sandler, had to make her fall in love with him every day.

In the previous article, Risk Management - Identification and Planning, risks were identified, evaluated and mitigation and contingency plans put in place. Now we come to managing the individual risks as they fit in with the Project Plan.

Promotional tote bags are popular with visitors because they are extremely useful for carrying all the brochures, catalogues, samples and freebies they accumulate during the day. And all the time they act as a walking advertisement.

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