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It seems that most folks I talk to these days want to build their business by word of mouth. That stands to reason. Wor

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

d of mouth implies maximum acceptance by prospective customers and clients and minimal investment on part of the busine

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

Examples of combination products may in

ss. But how on earth do you get word of mouth started?

One is to follow The Rule of Threes, a time-tested public relat

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

ions tool. The Rule of Threes is a way to start a buzz; that is, a way to seed a conversation about your work among you

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

r prospective clients and their networks. Here it is in a nutshell.

1. Decide who you want to be talking about you and

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

Combination pro

your work. Who should be buzzing in order to bring you new work? Distill this to a few words, for example, "independent

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

professionals who are cultural creatives." This is your target market.

2. What do you want them to be talking about?

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

Example: "business coaching for people with heart."

3. Ask friends, colleagues, and acquaintances to think about what

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

people in your market niche would be looking for when they consider investing in your products or services. To continue

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

our example, you might ask, "What do you think a cultural creative service professional would look for in a business c

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

ach?" Keep asking until you come up with at least five attributes.

4. When you have five or more attributes, look for

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

Following aspects would a

three that are both true about you and that have the most "juice" or energy for you. Use these as the basis for your Ru

dd to the challenges in developing combination products:

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

le of Threes practice. For example: "Practical knowledge of what it takes to succeed; works in a way that honors mind,

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

body, and spirit; well respected in his/her field."

5. Here's the three's part: Choose three ways to tell the world th

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

at you have these three attributes. For example, you might send a postcard to your network, post fliers for special eve

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

ts, and write a monthly column for a local newspaper. Repeat these measures three times over a period of three months a

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd you will seed a buzz that will bring new work to your door in four or five months.

Implementing the Rule of Threes

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

takes time, attention, and some creativity. However, it does not rely on costly advertising nor does it require you to

.

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

use techniques that are unnatural to you. It's not an instant solution, but it works. If you start today, in four month

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

Companies that provide selfless information through particip

s you could have the kind of clients you dream of showing up wanting the work you do best. Isn't it time to get started

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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