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Positioning is another one of those marketing jargon words that everybody throws around and is important to understand. It's also important to unde

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

rstand how positioning specifically applies to your small business marketing.

Basically a marketing position describes your unique place in the ma

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

Examples of combination products may in

rket. The key word here is unique. What makes you different from your competitors? What features and benefits do you offer your target market that

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

he other players don't?

Here are a few things that may go into your positioning:

-Price Point - This doesn't necessarily mean you have the lowest

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

price. You may be the most expensive in town, and that's OK if you convince your customers you're worth it.

-Service - Almost every business cla

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

Combination pro

ms they have great service. If you can provide exceptional service compared to your competitors, your customers will remember you. I'll never forge

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

t calling a surly plumber to try to get him to my house for an emergency on a weekend. he acted like he didn't want my business and then told me it

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

was going to be $200 for him just to show up, no thanks. I called roto-router who gave me amazing service, a guarantee, and the whole bill was les

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

than $200. I now use them for all my plumbing.

-Features and Benefits - Positioning is not just about what makes you different, it's also about w

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

hat you emphasize. Folgers announces to the world that it's "mountain grown coffee" ( a feature). Guess what? All coffee is mountain grown. Folgers

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

just claimed this feature first. What's something that none of your competitors are talking about?

-Credibility - Legal Seafood's clam chowder is

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

Following aspects would a

served at every presidential inauguration. Many products get celebrity endorsements. Many companies tout how long they've been in business. All of

dd to the challenges in developing combination products:

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

these things build trust in the mind of the consumer. What trust-building factors do you have that the competition does not?

-Negative Features -

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

s there something you don't have that annoys customers of your competitors? I'm not saying use negative advertising, but just mention the feature a

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

nd tie it to a benefit. I'm annoyed when I have to pay for parking to go shopping at Mall. Instead of touting free parking, a mall that wants to sp

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

ak to me might declare, "you'll never have to pay for parking". This drives home the pain of shopping with a competitor without going negative.

-A

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

Professional from academic institutions, pharmaceutical industries, health care indust

nything Else - Literally anything that differentiates you from your competitors can be part of your positioning strategy - your location, your hour

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

s of operation, the way your office smells. Small business owners need to think creatively here.

In a great article by John Jantsch he states that

.

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

a positioning strategy must answer the question, "why should I buy from you?" This is brilliant in it's simplicity; it cuts through all the strateg

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

Companies that provide selfless information through particip

ic junk that complicates marketing. If you can't answer this question, your customer is not going to do the work to figure out an answer on his own

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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