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Some scholars examined advertising role in reducing consumers’ search costs. Search costs include t

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

he time and effort associated with obtaining and processing information while search benefits inclu

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

Examples of combination products may in

de lower price and / or higher quality. One fundamental concept of this is that a rational consumer

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

will continue to search for and process information only to the point where the marginal benefits

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

of doing so outweighs the marginal costs. Basing on this rational consumer will not necessarily pro

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

Combination pro

cess all available advertisement information.

They focused primarily on advertising as a source of

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

price information where the perception of benefits accruing from searching for and processing adve

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

rts with such information would vary as a function of various factors including price variability.

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

Economics of information (EOI) was later broadened to include advertising as source of information

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

about product qualities in general thus making the benefits of finding and processing such acts var

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

y as a function of the type product / attribute being advertised.

EOI distinguishes between produc

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

Following aspects would a

ts in terms of whether consumers can evaluate their critical characteristics before purchase (for s

dd to the challenges in developing combination products:

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

earch products) and after purchase and use (for experience products). It also suggests a relationsh

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

ip between buyers and sellers so much that sellers will provide information in manner consistent wi

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

th their understanding of buyers’ beliefs. Thirdly it suggests that consumers will be more sceptica

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

l of advert claims involving experience products than search products.

EOI relies on correspondenc

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

Professional from academic institutions, pharmaceutical industries, health care indust

e between belief and perceptions and behaviour. More information is generally desirable and of inte

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

rest to consumers to the extent that it does not create information overload. Belief and perception

.

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

s about a product (like white detergent is best when washing white clothes) may lead to a certain b

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

Companies that provide selfless information through particip

ehaviour (choosing white detergent over blue detergent). This is an important factor in advertising

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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Understanding a products unique selling point can be a simple process, but is all too often over complicated by sales and marketing departments. What most people don't realise is, that the features that differentiate a product aren't necessarily the unique selling point of the product if it doesn't correspond with what the consumer wants.

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