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As I write my 64th article about the Yellow Pages, it reminds me of how the best things continue to stick around. For example, the

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

YP were started as a pamphlet in Wyoming over 100 years ago. It became an easy way to keep track of a small number of local busin

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

Examples of combination products may in

esses. Today, they are a household name. They are still the book picked up when someone has a need. There are few service business

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

es that don’t have an ad in the good ole YP.

With the advent of the Internet, most nay-sayers have doomed the YP to the way of th

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

e dinosaur. They claim that people prefer the speed of the digital age. They point to more surfers using online newspapers and mag

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

Combination pro

azines as their first choice. But there is a fatal flaw in their thinking. You cannot compare ads online.

Say you are looking for

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

a plumber on the net. After you do your local search and get a list, a few have ads, which you may click on “one at a time.” So h

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

ow can you compare features and benefits, unless you go to the trouble of creating screen shots of each ad and placing them next t

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

o each other? The printed product not only has the line listings of every business in alphabetical order, but also ads that can be

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

torn out and written on, as needed. They can be copied, faxed and even folded up to fit in your pocket and taken with you to the

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

place itself. This is especially helpful if they have a map or directions. Try doing that with your computer screen.

They serve m

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

Following aspects would a

any other useful functions. They offer local attractions, maps, zip codes, and of course the white pages. You may say that is true

dd to the challenges in developing combination products:

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

for the Internet version. But, what if you would like to take them in the car? Fine, you have a cell phone with Internet access,

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

But do you really love that two inch screen and the pages that take forever to load? What if your emergency is a bad circuit break

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

er that just killed the power to your computer? Where do you go then? Back to the phone? I think not.

No, the printed directory s

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

till has its place in society. I should know. I sold them for 25 years and wrote my own book about these amazing pages. Mine is no

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

Professional from academic institutions, pharmaceutical industries, health care indust

t printed on yellow paper, but it is available on the Internet. While I’ve not been around as long as these venerable pages, I fee

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

l a certain kinship as they gave me a great living for all that time. And I helped 7000 businesses place their advertising. So, if

.

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

you are a small mom and pop type business, you could do far worse than placing an ad in the YP. If you don’t believe me, read my

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

Companies that provide selfless information through particip

book and learn why. You’ll discover they not the next T-Rex, but they’re very much alive and kicking for a whole other generation

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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