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Advertising agencies are independent companies that help in marketing and advertising the products/services of other businesses. Advertising agencies address a client’

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

s promotional needs based on objective market studies, trends, and advanced sales techniques. They first study the client’s product or service and then determine the b

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

Examples of combination products may in

st way to promote it. The look and tone of an ad campaign is dependent on the demographics and the target audience.

Tips for advertising agencies:

1. Advertiser-adve

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

tising agency relationship. It is very crucial for an effective and successful operation. It pervades the entire task of marketing communication and full knowledge of

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

he product. The mechanics of developing the ad campaign is very complex. It depends a lot on the mutual trust and faith between the ad agency and the client.

2. Marke

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

Combination pro

ing objective of advertiser. An advertising agency should have a correct idea of the client firm’s marketing and communication objective: how the client company propos

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

es to position its brand, how it structures its distribution and pricing, which niche market it wants to capture, and the audience it wishes to target. This paves the

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

ay for an effective ad campaign.

3. Information on the advertiser. It is essential for the advertising agency to have relevant information about the client firm, ins

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

der knowledge of its product, market, target consumer, competition and channels of production. Full collaboration between the two helps in media selection, theme devel

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

pment, message construction, and copy development for a final ad campaign. This makes for an effective campaign development.

4. Professional expertise - An advertisi

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

g company should acquire professional expertise in advertising matters and all aspects of marketing as well. This makes for a comprehensive and effective campaign cove

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

Following aspects would a

ring all dimensions of marketing. A good campaign not only earns big revenue for the client company but also establishes the advertising agency’s marketing credentials

dd to the challenges in developing combination products:

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

The advertising campaign:

1. Starting the campaign. Begin in a manner that hits the target audience without attracting the attention of bigger competitors. This giv

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

s a bigger client base instead of just one big client ad. Start with small companies on smaller media like an ad placed on an airport trolley. This low-priced product

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

n a low-priced medium gets more viewing than a high-priced prestigious billboard. An attractive company logo with eye-catching color scheme draws a consumer’s attentio

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

.

2. Media. A shopping center, local community centers, car parks, kiddy cruisers, railway and bus stations, and the Internet are the best small media for advertisin

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

Professional from academic institutions, pharmaceutical industries, health care indust

g a product. Advertising agencies use assorted media to promote their client’s business. Radio, TV commercials, websites, newspapers, magazines and even infomercials

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

re the chosen media. The agency prepares slogans, brochures, and descriptive copy for sales material, press releases, social programs, and products to advertise the cl

.

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

ent’s product/service. Some also plan events, provide booths at conventions, and give away promotional items to promote the market for a client’s business.

Design ele

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

Companies that provide selfless information through particip

ents based on gender and age of target audience make for a creative advertisement campaign. It ensures success and revenue for the advertisement company and the client

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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