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• “Make Every Moment Count” is the title of a CD that a pharmaceutical company gave away at their exhibit booth at two major conferences.

Half of the CD covered the company’s new product news and “how-to’s”; the other half featured tips fr

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

om a speaker at those conferences. The gift was announced with on-the-seat cards during the speaker’s sessions.

• A fullflilment house inserts a speaker’s “Communicate Clearly” tips sheets on top of the informational updates that the fu

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

Examples of combination products may in

lfillment house mails out on behalf of their corporate clients in the fields of insurance, credit and healthcare.

The tips are a welcome relief from the important, but highly technical reading below it.

The speaker provides the camera-r

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

eady tips to the fulfillment house that offers them as an extra benefit to their corporate clients.

Those clients pay for reproduction. Each sheet has a line at the top, “(name of company) supports your personal success.” • The largest

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

beer producer in India introduced an upscale beer for women. Hanging from a gold cord around the neck of each bottle is a card entitled, “Live Well” that promotes a free 3” x 3” book of 100 lifestyle tips for women buyers. Buyers get t

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

Combination pro

he book from their store when they turn in ten bottle caps. The book is co-authored by an American woman speaker and a popular Indian woman journalist.

These are examples of cross-promotions among speakers and people from different in

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

dustries or professions. Like all successful cross-promotions, they are aimed at better reaching and/or serving a mutual market.

Successful cross-promotions build customer-attracting visibility and value. Unsuccessful joint promotions c

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

an create irritation and lose credibility.

Some speakers are avid cross-promoters. Several have written about partnering and joint promotions including Jeff Slutsky and Ed Rigsbee. Some informally or formally share speaking leads. Som

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

e refer to each other in their speeches, articles, ezines, web sites, books and media interviews. Some sell each other’s products.

To truly stand out in an over-advertised world, some speakers and other consultants are beginning to part

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

ner with people a step or two outside the meeting industry.

For your partnering opportunities, look more closely at your key stakeholders, including your “hot list” of fans who have heard you speak, meeting planners, speakers bureaus,

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

xhibitors at trade shows where you appear, other speakers, vendors who support the industry.

Now look at the markets and organizations that are important to them. In each case, you may have a way to partner with a stakeholder - or with

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

Following aspects would a

an organization that is important to that stakeholder - to better reach or serve one of their markets.

Your “product” is your message, delivered in person, or in some other package. More credible than traditional advertising, your helpful

dd to the challenges in developing combination products:

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

and inspiring stories, tips and examples can naturally attract prospects to you and to your cross-promoting partners.

Do you speak to manufacturers?

• What if your pertinent tips appeared on their packaging, along with your contact i

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

nformation?

• What if your product was inside the package of a big ticket consumer product? For example, techno-savvy speakers’ pertinent ideas could add a human touch if they appeared on or inside computer hardware or software packages

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

.

Two Lexus dealers will be placing a speaker/singer’s CD, “It’s a Beautiful Life”, on the front seat of their newly sold cars.

For many years, speaker Bob Popyk has produced sales publications for retailers and other distributors of bi

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

g ticket consumer products, ranging from boats to musical instruments. His clients are the manufacturers of those products. All these publications pull people to his “Creative Selling” magazine.

Agilent Technologies sponsored my presen

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

Professional from academic institutions, pharmaceutical industries, health care indust

tation for their clients and prospects. Each attendee received a card pack with their technology tips on one side and my communication tips on the other.

Offer your clients the opportunity to co-author articles with you for their profe

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

ssional or industry publications. Tell them some of the titles of your timeless articles so they can choose one to revise.

Via email, send your client the article she selects, with places marked to insert examples and quotes from their

.

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

industry.

Include brief instructions for completing the revision.

Ask her to send the version back to you for your final approval.

Offer to submit the article to the appropriate industry and professional publication(s).

Now, more than e

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

Companies that provide selfless information through particip

ver, people are open to innovative ways to capture attention, offer genuine value without price-cutting and reach new markets. Your suggested cross- promotions can demonstrate your care for customers and your capacity to be cutting edge

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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Join your company's management team, in your own mind at least, even before you actually have the authority. And you're that much more likely to be promoted.

In a nutshell, multiple streams of income means your business has more then one way to make money. For instance, you sell products and you sell services. Those are multiple streams of incomes. Why do you need them? Below are five reasons.

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