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A new trend appears in the mobile marketing since the beginning of 2006 : The Blue

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

tooth marketing, or proximity marketing.

This new tool works as a direct marketin

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

Examples of combination products may in

g channel to end users mobile phones. The first generation of these tools establis

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 a connection with the Bluetooth enabled phones (activated and set to visible) w

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

hich are within 20 meters from a dedicated hotspot. A question appears on the scre

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

Combination pro

n of the phone in the form 'Do you accept content from Alterwave ? Yes / No', wher

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

e Alterwave is the name of the company willing to advertise. If the user presses Y

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

es, the download proceeds at a speed of typ. 50kB/sec over Bluetooth. The data tra

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

sfer is 100% free. A video of 500 kB would be sent in about 10 seconds.

If the us

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

er presses No, the popup disappears from the screen, and if the users does not pre

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

s either key the popup will disappear when the phone leaves the Bluetooth covered

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

Following aspects would a

zone.

This new media raises a lot of interest in the advertising and marketing in

dd to the challenges in developing combination products:

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

dustry. The kind of files that they push is images (still or animated), sounds (mp

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

) and video.

The risk to see the Bluetooth marketing seen as Spam does exist, but

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

an opt-in is also possible by requiring the user to approach his phone close to a

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

given point (typ. 1-2 meters) for triggering the download.

The challenge is now f

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

Professional from academic institutions, pharmaceutical industries, health care indust

or media and marketing agencies to use this innovative tool wisely, and certainly

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

to send value added content to the users. The Bluetooth marketing has a lot of imp

.

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

ct on end users, so it should be used with wisdom.

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

Companies that provide selfless information through particip

com/" target="_blank">Alterwave is one of the leading companies in this market

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/30771/diggit-The-Bluetooth-Marketing-A-New-Trend-In-The-Direct-Proximity-Marketing.html">The Bluetooth Marketing: A New Trend In The Direct Proximity Marketing</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/30771/diggit-The-Bluetooth-Marketing-A-New-Trend-In-The-Direct-Proximity-Marketing.html]The Bluetooth Marketing: A New Trend In The Direct Proximity Marketing[/url]

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Digg It - The Bluetooth Marketing: A New Trend In The Direct Proximity Marketing

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