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There’s no such thing as a captive audience--any of us can tune out at will. It may surprise you, then, to know that keeping people’s attention in this hig

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

h-tech age takes the same know-how we had in neolithic days.

The evidence of cave paintings points to our ancestors’ grasp of the power of image and sym

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

Examples of combination products may in

bol. Their striking use of imagery was likely matched by equally powerful storytelling.

To explain the nature of their business, many consultants create 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.

nformation packages. However, communicating is not simply the act of sending information to an audience.

Picture this: You’re in a park and, unexpectedl

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

y, you’re hit by a baseball. That baseball is information, but you weren’t expecting it, so you don’t know right away what to do with it. Had you seen it

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

Combination pro

coming, you’ be at home plate waiting with a bat--but connecting with it also depends on how well the ball is pitched.

Most, if not all, of us are stress

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

ed out by information overload--a lot of unexpected or badly thrown baseballs hitting us all the time. And we don’t know what to make of them. That’s som

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

ething we often forget when we’re at the throwing end.

To communicate effectively, we must find a way to encourage the other person to join us, to involve

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

them in the game.

First, we must get their attention, bust through the clutter, open their eyes and engage their hearts and minds. Our chance of success

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

is greater if we use symbols, imagery and metaphor--verbally and visually.

Humans come equipped with an amazing ability to interpret visual communication.

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

Our brains are pre-wired for associative thinking, a ton of information is rapidly compiled from the almost overwhelming onslaught of raw data sent to ou

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

Following aspects would a

r brains by our senses. By early childhood, the human brain already has already built a vast database of memories and powerful, evocative associations fr

dd to the challenges in developing combination products:

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

om which to draw. Connecting abstract concepts with concrete images (making the intangible, tangible) is the work of an instant.

Most of us are able to

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

grasp complex concepts once we think of them in terms of images. (Do you know anyone who did not understand, in the twinkling of an eye, just what Faith

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

Popcorn meant by cocooning?). The amazing thing is not that a picture is worth a thousand words; it’s the speed of light with which we assimilate that pi

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

cture and understand those thousand words.

And it’s this speed that we want to take advantage of in our marketing communications, because our audience is

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

Professional from academic institutions, pharmaceutical industries, health care indust

only going to give us the briefest fraction of time before they mentally "channel surf" out of reach.

One word of warning about the power of metaphors--do

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

n’t explain them; let your audience make the link for themselves. The power rests in the delight of making the link; to have it explained would belabour

.

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

the point. (Much like having a joke explained, if it didn’t get a response, it wasn’t well presented and no amount of explaining will help.)

If you reco

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

Companies that provide selfless information through particip

gnize and use the power of symbol, image and metaphor to your advantage, you stand the best chance of triggering the response you want from your audience

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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