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The ultimate political odd couple—far more so than Lemmon and Matthau—worked together to create this monumental piece of educational legislation(“Child” not “B

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

usiness”). No, not Rick Santorum and Barney Frank, but George W. Bush and Ted Kennedy. With many pundits both for and against this legislation, I wanted to p

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

Examples of combination products may in

oint to one aspect that’s far less controversial than the legislation as a whole, testing. It’s tough to argue that the children of America should not be test

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

ed, but opinions vary as to “what” and “how often” the kids should be tested. How does this relate to marketing?

The relationship is this: testing is the SIN

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

GLE most important marketing activity you will undertake. Write that down, highlight, circle whatever it takes to indelibly imprint on your mind. The premise

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

Combination pro

in academic testing is that all academic achievement is measurable. The same holds true for a company’s marketing efforts.

For any business to be successful

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

, those making the decisions must view advertising as an investment not an expense, in the same vein as capital expenditures. Business owners view capital exp

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

nditures(cap ex) as a necessity, but advertising expense as a necessary evil. Why is this the case? Because cap ex’s contribution to the top and bottom lines

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

are measurable while advertising expense is as invisible as the electromagnetic waves that carry them from television or radio station to the consumer’s homes

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

. It is important to approach advertising using the same metrics as cap ex. Those with a rudimentary understanding of finance know that cap ex’s is measured

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

by their rate of return. It’s important to test advertising in the same way: based upon its direct contribution to your bottom line.

Direct response marketi

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

Following aspects would a

ng allows you to create marketing campaigns whose effect on the bottom line is directly measurable down to the penny. Direct response marketing is just market

dd to the challenges in developing combination products:

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

ing whose results are measurable. The main advantage that direct marketing provides is the ability to uncannily forecast the expense and the revenue of a give

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

n campaign through testing.

Direct marketing allows for testing mini, but statistically significant, samples for their effectiveness. If the sample fails, yo

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

can make minor changes to headlines, pricing, copy, USPs, guarantees, the offer or even scrap it. Even if your marketing campaign has managed to become more

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

successful than imaginable, you can still try to work on making it better by tweaking any of the components mentioned earlier.

I’ve learned through my own exp

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

Professional from academic institutions, pharmaceutical industries, health care indust

eriences and those of clients, that testing not only affects your marketing directly, but manages to infect your business and create a culture I refer to as th

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

e, “The Culture of Amelioration”, making every business process better. Once clients have bought into testing every marketing campaign, the epiphany strikes 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

hem that every organizational process for their business must continually be improved upon. To paraphrase a Bill Bradley quote, if you are not doing it, there

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

Companies that provide selfless information through particip

is someone out there who is, and when you meet he will win. It’s your job as a business owner to continue to win, because there is no finish line to the race

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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In 1881, Alexander Graham Bell constructed one of the world’s first metal detectors in an attempt to find an assassin's bullet in President James Garfield. Fischer patented a portable version in 1931. From treasure hunting to security screening, metal detectors are used in many a field.

As the market changes franchising companies and their outlets must also change with the flow of consumer dollars and the changes in consumer buying perception. Consider if you will the height of popularity of the South Beach and Atkins Diet? This of course was the time when Schlotsky's Deli filed bankruptcy and it was the start of the fall of Krispy Kremes, as they got royally creamed in the market place and the company imploded.

Many executive management teams have chosen to use franchising as an option to grow their businesses and sell more products and services, while receiving additional royalties from the franchise outlets. Each one of these outlets must be listed in the Uniform Franchise Offering Circular or UFOC, as required by both Federal and some State regulatory bodies. The Uniform Franchise Offering Circular are to be given to each potential franchise buyer 10 days prior to purchase.

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