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Powerful Marketing has become elusive to many companies seeking strong sales results and overall growth. The sad truth is that Marketing comes acro

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

ss as a rather frustrating process. After all, how do you guarantee the outcome of a campaign when it is unclear what will work and what will not?

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

Examples of combination products may in

As someone once said, 90% of Advertising doesn’t work—the question is, which 90%!

If we could hone in on that 10% that does work, we would do more 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.

f it, right?

The good news is that there is a way, and it is through a scientific approach to our Marketing efforts. But before we can expect to s

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

e any results, our mindset must be a focused one, and that requires being on the same page with others on our team, and having solid sources of i

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

Combination pro

nformation (and inspiration!) accessible to allow us to forge ahead in a new direction.

Getting There

There is a place where ideas can happen, wher

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

e our flowing creativity can give rise to new ways, new possibilities in our thinking. If we are going to increase our Marketing results, that open

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

ess must be firmly in place, allowing ideas to bounce freely and solutions to present themselves.

If you are not convinced that your Marketing nee

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

ds help, ask yourself these questions (and get your team involved!):

* Am I, or are we as a company, resisting change?

* Are there those on our tea

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

m who come up with great ideas but these are quickly shot down in favor of the status quo?

* Is our Marketing stale, lacking life, and not producing

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

for us?

A “yes” answer to one or more of these questions means that there is room for improvement. And unless you and others involved are determin

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

Following aspects would a

ed that change is essential, it will never happen, and any potentially great idea will never come to fruition.

Places to Start

One undeniable place

dd to the challenges in developing combination products:

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

to start, once you have decided to charge ahead, is a most excellent book titled Scientific Advertising. This brilliant publication, which came ou

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

t in 1923 (no less than 80+ ago!), was written by a very successful adman, Mr. Claude Hopkins.

As the title clearly suggests, Marketing and Advertis

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

ng can indeed be approached scientifically. Through tracking of various efforts—the success of a headline, copy, the rate of response to a coupon,

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

or other call to action—what works can be determined, as well as what doesn’t. In a nutshell, follow Claude Hopkins’ ideas even today, and you will

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

Professional from academic institutions, pharmaceutical industries, health care indust

turn your Marketing 180 degrees.

As the preface to the book says (and I paraphrase somewhat here): “This book is hopelessly out of date, but amaz

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

ngly current.”

To those who know this powerful book, it is the Bible of Marketing. Read it, and read it again. Implement what it propounds, and you

.

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

will see the changes—the content is as true today as it was when it was first published.

Use this as your starting point, and see your Marketing t

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

Companies that provide selfless information through particip

ruly produce the results that you expect. Never again leave campaigns to chance, and really know what works towards creating a money-making machine

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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Features information on jobs in the Hospitality industry including job suitability, management and much more.

The word Kaizen means continuous improvement. Implementation of a quality process does not mean that there is no need for any further improvements of changes. In fact, most quality processes are reviewed at frequent intervals and findings are then implemented as changed processes. This review process which is geared to bring about a positive change in the total process, when done formally with all concerned personnel, is known as a Kaizen Event.

There was a time when just doing a good job was enough to stimulate word-of-mouth or running an ad or sending a mailer could get you some leads and deals. That's not the case anymore.

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