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
s size=3>1. Study other ads. Flip through a magazine or turn on the television, except this time focus on the ads and not the content (I know, I know, this is counter to what you usually do). Which ads do you like? Why do you like th
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
em? Is there something that those ads are doing you can modify for your campaigns?
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nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ONT face=Times size=3>The key word is modify, not copy. I don't want anyone committing copyright infringement. What I'm talking about is using an existing ad to jump-start your own ideas. Maybe you really like the use of an evocative
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
photo with a single caption. Or the use of repetition in Mastercard's "Priceless" campaign. Or the idea of turning the "money can't buy everything" on its head (which is essence of that campaign). Can you use that concept in your ca
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
paign?
Another resource for great ads is Communication Arts
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Magazine. Each issue showcases some of the most creative and beautiful ads found anywhere.
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
0pt">2. Check out what a completely different industry is doing. For instance, let's say you sell software products to computer professionals. Techy market, right? So, pick up a yoga magazine. See how that in
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
dustry communicates with its audience. Now try selling your product using the same language and concepts. Take it a step further and brainstorm ways your software product is similar to doing yoga.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
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This is a very powerful way to jolt your own thinking and start your muse down a completely diffe
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
rent path you might never have discovered before.
3. Force a
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
connection. With this idea, force a connection with a random object rather than an entire industry. You ask yourself, how is your software program similar to a stuffed dog? Write down everything you can think of, no matter how silly
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
or foolish. Sometimes the foolish ideas are the ones that lead to the great ones.
.
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
NT face=Times size=3>A final note: If at all possible, don't rush this process. Give your muse some time to ponder and play with these techniques. I know it often seems like ideas pop into your head out of thin air, but usually that'
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
s because of the hard work you've put into it. You've given your muse the necessary tools and "incubation time" to make ideas happen.
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
