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For many small business managers, finding the time and commitment to develop business marketing strategies is difficult. There are so many other

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

obligations vying for our attention it is tempting to push formal strategy development to the back burner. Giving into that temptation, however,

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

Examples of combination products may in

eans putting your business at a disadvantage. Marketing strategies help point you toward the best marketing programs for your business. Without s

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

trategies, you risk becoming unfocused in your marketing efforts, choosing programs that do not support general strategies.

To be most effective

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

your marketing strategies should be integrated into your marketing plan (which in turn should be part of the business plan). By integrating stra

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

Combination pro

tegies into your overall company plans, you can better achieve business objectives. Additionally, over time this will result in more consistent d

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

cision-making throughout the organization.

Integrating Marketing Strategies into the Marketing Plan

A marketing plan is similar in str

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

ucture to a business plan, but with a narrower focus. Marketing plans include overall objectives; marketing strategies; and marketing programs, e

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

ch progressively narrower in scope.

-- The objective addresses the big picture and sets the tone for your strategies. In general terms, your mar

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

keting plan objective answers the question "How will I overcome my main marketing challenge(s)?" If your company is a new Web-based business, for

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

example, a main challenge may be figuring out how to use your Web site to better build client business. An objective, therefore, may be "To enhan

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

Following aspects would a

e online client service as well as build site awareness and interest with clients."

-- Marketing strategies support your objective. The s

dd to the challenges in developing combination products:

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

trategies define general approaches you will take to meet your objective. For example, marketing strategies to support the above objective could

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

nclude 1) improving online communication, information, and education, 2) building awareness of and interest in your company on the Internet, and

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

3) communicating the Web site’s existence and advantages to existing clients.

-- Programs are the things you will do to bring your marketing str

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

tegies to life. Programs for strategy 2 in the above example (improving online communication, information, and education) could include 1) sharin

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

Professional from academic institutions, pharmaceutical industries, health care indust

g experience and observations in your industry through participation in discussion boards, 2) offering an email newsletter, and 3) listing/submit

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

ing your site to targeted search engines and directories.

By keeping your business marketing strategies in mind as you initially choose marketin

.

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

g programs, then making adjustments throughout the year based on those strategies, you build a better foundation from which your business can gro

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

Companies that provide selfless information through particip

.

Note: You can read more about different marketing plan options at MarketingPlanArticles.com

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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Successful problem-solving means you must do what you promise and don’t promise what you can’t deliver. It seems obvious, but many people don’t manage to do this. This tip will help you avoid the problem.

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Integrating Marketing Strategies into the Marketing Plan

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