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As you have probably experienced there is a lot of hype in the busines

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

s and marketing world. New concepts, revolutionary methods and the lik

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

Examples of combination products may in

land in our in boxes every day. But I'm going to confirm something yo

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

probably already know - the fundamentals of marketing haven't changed

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

for decades. Here's my summary of the marketing principles that have s

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

Combination pro

ood the test of time.

1. Know your customer. Know their wants and des

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

ires.

2. Offer the customer more benefits from your product or servic

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

than they would get by keeping their wallet closed, or shopping with

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

he competition.

3. Have a unique selling proposition for your busines

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

. For example Federal Express Couriers 'Absolutely, positively overnig

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

t'.

4. Always have your marketing communicate WIIFM (What's in your p

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

Following aspects would a

roduct/service for me the customer).

5. Give your customers both emot

dd to the challenges in developing combination products:

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

onal and rational reasons to buy from you.

6. Thank your customers fo

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

their business.

7. The customer is always right. In their mind they

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

re. You better deal with this effectively because it will gain or lose

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

business for you.

8. Loyal customers are a businesses greatest asset.

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

Professional from academic institutions, pharmaceutical industries, health care indust

9. Customers are looking to reduce risk when they buy. The least ris

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

y option is generally the one they will take, even if this means no p

.

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

rchase at all.

10. The latest, hottest thing in marketing is unlikely

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

Companies that provide selfless information through particip

to be all it's cracked up to be!!

So there's my 10, what do you think

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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