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You may have heard the term Marketing Mix used in connection with marketing planning.

Marketing Mix means the combination of promotions, products, places (distribution channels), and

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

prices you chose for your business. Including both short term and long term strategies in the marketing mix can make for a more profitable business.

Long term strategies build brand

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

Examples of combination products may in

company awareness and give sales revenue a permanent, gradual boost. Short term strategies create a temporary, immediate revenue boost by giving buyers an incentive to purchase.

By i

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

plementing both long and short term strategies, you can attend to immediate sales goals while building your business reputation and goodwill. Some examples of both types of strategies

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

are below.

Long Term Strategies

Branding. General advertisements and other high profile activities contribute to your company's image. These points of contact wit

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

Combination pro

your target customer help mold your image, which in turn can create loyalty from your customers.

Philanthropy. Donating money, services, and/or time can build trust and a

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

positive image for your business. Philanthropy contributes both toward your branding efforts and your company's internal well being.

New Product Pipeline. New products in d

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

velopment represent your future sales. If you get feedback from your customers or potential target market then design new products (or change existing ones) to meet their needs, you a

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

e ensuring a demand for your products in the future.

Short Term Strategies

Reduced Price Sales. Limited time sales encourage customers to act. You likely have cus

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

omers intending to buy but have not "gotten around to it". Holding a sale will give them incentive to purchase.

Group Discounts and Offers. Discounts or other offers to a s

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

ecific group can help exposure your business to new customers, resulting in a sales surge.

Pay-Per-Click Search Engines. Pay per click search engines are another way to beco

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

Following aspects would a

me visible to new customers. Use them carefully, however. Do not bid more per click than the profit you expect to make from that click.

Search Engine Roles in the Marketing Mix
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
2>

High search engine placement can produce both short term and long term results. Short term, you can gain immediate sales. Long term, results come as potential business partners fi
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
d your site.

Do not, however, become obsessed with search engine optimization to the detriment of your other marketing strategies. Search engine marketing should be one part of a mor
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
comprehensive plan. Include other marketing strategies in your plan to reach additional customers.

As an example of how this can work, I generally put only two or three hours a mont
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
into direct search engine optimization. My primary focus is on quality content, which simultaneously creates stronger search engine rankings for my site and makes the site more attra
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
ctive to visitors. This approach has gotten me results with Google - nearly 20,000 visitors a month through the free search engine as of June 2004.

Another approach to search engine
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ptimization is to hire an outside expert to work on search engine marketing while you focus internally on other parts of the marketing mix. If you take this route, however, be alert f
.

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
r agencies that use tricks that go against search engine guidelines to increase your rankings. These approaches may get you results in the short term, but could get your site reduced
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
n rankings or banned in the long term.

Once you integrate both long term and short term strategies into the marketing mix, your business is better poised to prosper for years to come

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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Long Term Strategies

Short Term Strategies

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