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And exactly where are advertising agencies rushing to at the moment?

Why Web 2.0 of course!

So be very careful because the signs of a backlash against The Internet are already beginning

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

to emerge.

To start with the Web was not designed as a mass medium to be used and abused by Corporations and Advertising Agencies.

Then along comes Google outlining their plans for the

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

Examples of combination products may in

most outrageous abuse of privacy and the future, the plans are, to say the least, Orwellian in concept.

They have revealed that they are planning to acquire a mass of personal informati

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

on about each and every one of its regular users!

Now we should all care about personal liberties and privacy, and what Google promises is a truly terrifying prospect.

We all know that

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

Web 2.0 is flawed and that a great deal of Web content is not at all what it seems. What passes for 'Amateur' contribution is often, in fact, professional advertising or political or ot

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

Combination pro

her propaganda.

"So what" might be your response, "does it really matter"?

Well we have cunningly planted advertising masquerading as music videos, now that should start you worrying be

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

cause from there come real problems!

But the real worrying thing is the intrusiveness of Web 2.0 Remember every time you make a search on Google or Yahoo they clock your area of interest

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

. Surreptitiously! And then build up a profile of you – and the more information they have about us they can sell for a nice profit to advertisers and marketers.

Maybe, just maybe, th

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

e Internet will, finally, lead to the collapse of the entire edifice of global commerce, at the very moment it is boasting about the biggest media mergers, the biggest advertising budgets

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

.

As I have said in the past, the Internet was not created for advertising – on the Internet people find what they want not as much through advertising as through far more credible word-

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

of-mouth.

The Internet is a market for ideas – real ideas that interest people, not the fantasies of Advertising and Marketing people.

But the real point that Corporations have missed i

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

Following aspects would a

s that the Internet and its citizens would rather be looking at the latest LOL "swimming cat" phenomena that a ten million pound advertising campaign.

And still they keep shooting for th

dd to the challenges in developing combination products:

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

ose mass markets on the Web!

I repeat, it is absolutely pointless spraying a pile of excrement with gold paint or by getting consultants and spin-doctors to dance around it waving dodgy

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

statistics. We have to change the very fundamentals of advertising…we have to start again from the very beginning…As they say "in the beginning was the word", we have then to rediscover

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

the true meaning of the word "communication". Because once we do that all our hideous problems will be solved, and Clients can save a bundle of money.

So why don't we start…right now?

A

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

nd so we start with true communication…interactive communication to be precise. Interactive communication dramatically alters the way the viewers perceive your commercials and advertising

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

Professional from academic institutions, pharmaceutical industries, health care indust

messages, in whatever form, instead of being seen as an interruption your messages now become a meaningful source of information (a form of programming) and thus are watched in a totally

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

different way.

Presenting your advertising within this format allows the most dramatic evolution of advertising itself. This renaissance in this period of the ongoing history of adverti

.

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

sing will be know as advertising by true, accurate, more predictable, instant and measurable results.

Clients will pay only by results. The interactive nature of the new technology wi

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

Companies that provide selfless information through particip

ll allow Interactive TV to measure the results and present these results as a post-evaluation of their participation. Clients will then pay for participation based upon these evaluations

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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