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When I first got online after doing marketing videos for several years, I realized some similar traits and I also realized some major differences. The one major differ

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

ence I noticed is that online, the end user has complete control what they want to watch, listen to, experience and how they receive their information. This allows the

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

Examples of combination products may in

m to completely dismiss traditional brand advertising if they want to. With brand advertising offline, companies and ad agencies get together to form campaigns where y

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

ou, as a consumer will see or hear about it so much, that it will stick in your head and eventually you will end up using that product or service. This way of advertis

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

ing can also be vague because of how hard it can be to track results offline. Unless there is a tracking system with different contact or website information from each

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

Combination pro

channel of advertising, many companies are unsure of what forms of advertising are working.

With marketing and advertising online, any smart online entrepreneur will

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

test and track their results. With all the free tools that are out there, most entrepreneurs are even able to test brand advertising concepts online. Going back to 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

e points above about the end user having complete control, companies are seeing how important direct response marketing is more than ever. In a matter of seconds, cons

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

umers can click on a google ad and if they don't like what they see or can't find it right away, they're off the website and I don't blame them.

One of the points of

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

direct response marketing or direct response video marketing online is to inform consumers about exactly what they want to hear and then show them how to get what they

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

want in a very efficient sales funnel with the least amount of hoops to jump through as possible. The more hoops, the less likely you are to get the sale. Why? One re

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

Following aspects would a

ason I have seen firsthand is because offline, consumers are use to jumping through so many hoops they accept it. Online, consumers know that if they are jumping throu

dd to the challenges in developing combination products:

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

gh hoops that are shortening their attention span even more, they can just go back to google and search again or click the back button and see what else the search res

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

ults offered.

Offline, if a consumer is at a store and someone in a long checkout line tells them that they can get the same product, cheaper and perhaps without wait

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

ing in line, but the store is thirty minutes away, what do you think that person is going to do? The convenience of waiting a few more minutes to be out of the line ma

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

y outweigh the hassle of driving thirty minutes away. Online, there is no thirty minute drive, just the convenience of clicking on another site that will give the use

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

Professional from academic institutions, pharmaceutical industries, health care indust

r the same product with less hoops to jump through and that will walk the consumer through the sales process, step-by-step, efficient and clutter-free.

In order to ha

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

ve consumers follow the sales process, use the power of direct response marketing or direct response video that will tell the consumer how to get to the other side of

.

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 sales process rather than having them guess where to go and how to get there. Avoid the typical "Welcome To My Website" introductions and instead tell the consumer

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

Companies that provide selfless information through particip

s what they want to hear, show them how to get there and do it without all the loopholes and confusion that your competitors and ninety percent of websites do so well.

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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Even the best run organizations occasionally run into difficult situations with clients, consultants, and vendors. Learn how to manage client relationships.

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