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You've crafted your marketing message (customer benefit, customer trust, and cu

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

stomer emotional connection). What now?

If you already have a customer base, t

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

Examples of combination products may in

ll them (email, postal mail, phone calls, etc.).

If you want more customers, t

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

y co-marketing or cross-marketing.

Co-marketing is working together wit

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

another company to market your products. Generally co-marketed products have a

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

Combination pro

"fit".

Cross-marketing is a type of co-marketing where the products are

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

loosely related. The relationship can be a simple, "Now that you bought a hambu

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

ger, would you like fries with that?". Sometimes it'll take a bit of sleuthing

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

o find out what your group has in common - A club affiliation? A love of art? R

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

staurant? A Hobby? A type of car?

Let's continue (from Marketing 101) our exam

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

le of Janet, who makes earrings.

Janet could join together with some of her fe

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

Following aspects would a

low jewelry makers and offer a jewelry show. In addition to advertising the sho

dd to the challenges in developing combination products:

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

publicly, each jewelry maker would invite their customers. [co-marketing]

Jan

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

t realizes that a number of her customers do yoga. She approaches the local yog

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

studio, offering to make a beautiful display of her earrings. With the display

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

is her contact information (on flyers for people to take home). In exchange, Ja

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

Professional from academic institutions, pharmaceutical industries, health care indust

et offers to display the studio's yoga brochures at her events (or on her websi

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

e). [cross-marketing]

Both of these techniques require cooperation from other

.

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

ompanies. When approaching others, highlight the mutual benefits. Later on, ens

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

Companies that provide selfless information through particip

re follow-through. Proactively tell your co-marketing partners what you've done

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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