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The message to market to medium match is the most important principle of marketing. If you understand how these three factors interact you will get a much better response from your advertising and ma

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

rketing. However, if you ignore or de-value the importance of these three factors you will be settling for less money and lower responses. Before I get into how these factors work together I want to

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

Examples of combination products may in

take a brief moment to explain what these terms mean.

Message. This one is the straightest forward of the three, and it generally refers to your sales message. These are the words you communicate t

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

your prospect that are used to convince him / her to take action and buy your product or services. These are words used to sell, and they are often referred to as copy.

Medium. This area is one wh

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

re entrepreneurs often make a mistake, especially when it comes to the internet. The medium is how your message gets to your prospect. Examples of different medium are: postcards, newsletters, TV, r

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

Combination pro

dio, business cards, sales letters, internet, tear sheets, free recorded messages, email, etc. The internet is tricky because everyone thinks that the rules change when they go online. That is dange

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

ous thinking. The principles that make marketing work do not change and they apply regardless of what medium you are in. You may have to tailor your message to fit within a given format, but the rul

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

s are still the same.

Market. This term refers to your target market. That is to say, who are you trying to sell your product or services too. Obviously, you can’t sell to every single person on t

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

e planet, so you have to pick a certain group or niche of people to market to. If you haven’t already tried this, you should sit down and write down every possible thing you could think of about your

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

target market, and use this as a guide in your marketing. If you are marketing to everybody you are marketing to nobody.

These three factors work together and feed into one another. You must have t

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

e right message being delivered to the right market via the right medium. If any of these three factors is not right than it could sink an entire campaign. For instance if you are a swimwear provide

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

Following aspects would a

r you would have better success marketing to people in Florida than you would in Wisconsin. If you sell expensive jewelry you want to market to people in wealthier parts of town than those in the poo

dd to the challenges in developing combination products:

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

er parts.

You see, people learn and react in different ways. Some people like to read things, others like to listen to them, and still others like to learn things hands on. This means that you have

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

to put your sales message in the best format for you target market to consume it. You don’t want to send an email campaign to someone who hates to check email, or pay for TV commercials broadcast to

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

eople who don’t watch television (believe it or not – they still exist).

There are several good ways to avoid making these types of mistakes, and most of them involve doing a little research. Go and

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

spend time wherever your target market spends time. Eat what they eat, watch what they watch, and do what they do. This will give you a much better understanding of your market. To figure out what

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

Professional from academic institutions, pharmaceutical industries, health care indust

edia works best, you should look into what types of publications that your target market responds too. Find successful (the key word being successful) people that are marketing to your group and find

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

out what they are using and copy it. Finally, a good catch-all way to improve your chances is by using campaigns that include multiple media. For instance, you could use a 3-step mailing campaign t

.

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

at includes a sales letter, CD, and voice broadcast.

I know that adapting your marketing to include this type of strategy may be difficult, but I assure you it is well worth the effort. If you don’t

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

Companies that provide selfless information through particip

concern yourself with all three aspects you are leaving money behind. If you apply these principles properly there is no question that you will see a boost in both your response and your bank account

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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While employers are obviously interested in what you have done in your working life, they also want to know where and when you did it.

Before you get attached to the brilliant name you've just created, there are some important places to check so you won’t be disappointed. Even worse, so you don't run into some legal hassles down the road. It's important to be clear in your product branding and marketing. A confused customer doesn't buy.

Leaders demonstrate by their actions that people are the most critical factor in an organization's performance. That's why they invest heavily in growing and developing people.

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