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Most business owners assume that advertising is used to influence a customer to purchase a particular brand. However, brand advertising is only one approach that needs to

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

be considered when deciding which marketing strategy is right for your business.

If your aim is to heighten awareness of a particular brand amongst your 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

en brand advertising is probably for you. Your advertisement should support your goal of attracting customers from a rival supplier, so as to either increase your market

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

share, or arrest any decline in sales. Ask yourself: what can I do in this ad to stimulate selective demand? That is, demand for my product, rather than my competitors’?

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

If you want to improve your "piece of the pie", then brand advertising is probably for you.

Product advertising, on the other hand, is designed to stimulate demand for a

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

Combination pro

general product category. Because the aim is to increase the size of the industry as a whole, this strategy is usually adopted during the early stages of the product life

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

cycle. For instance, a supplier of Goji berries might highlight the health benefits of the berry, rather than the superiority of one brand over another. This is because

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

interest in the product is relatively new, requiring substantial consumer education in order to increase general demand.

Increasingly, corporate advertising is gaining mo

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

entum as a way for companies of any size to heighten awareness of their corporate name, as well as their brands. Typically, this strategy is seen as the domain of large,

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

publicly-listed companies, however any established business interested in long-term positive public perception might consider such a campaign. A good example is the ongoi

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

g campaign to "eat more red meat", which presents a clear point of view in order to counteract negative sentiment. Such campaigns can work to improve public opinion, enco

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

Following aspects would a

rage customers to patronise the firm, or to help cement a corporate identity. If you have an established business with several products and/or services, or operate in a c

dd to the challenges in developing combination products:

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

ontroversial industry, corporate advertising is worth considering.

Finally, co-operative advertising can be a creative solution when budgets are tight. Traditionally, ma

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

ufacturers have paired up with retailers to split the cost of advertising the manufacturer’s product (along with those of other manufacturers in the same campaign.) Super

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

markets and department stores have for years derived most of their advertising budgets from manufacturer contributions in this way. However, any company with complementar

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

business relationships might consider such an approach. What about a restaurant and a winemaker? A website developer and a graphic artist? A storage facility and a mo

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

Professional from academic institutions, pharmaceutical industries, health care indust

ving van? If your company enjoys close business relationships, then this approach could substantially reduce your overall spend, whilst increasing your overall reach.

In

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

summary, it’s vital to determine your advertising strategy well before you consider issues such as media selection, budgets or content. Firstly, ask yourself: What am I t

.

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

rying to achieve in terms of market share? How mature is the industry in which I operate? Am I looking for long-term or short-term gains? And, is there a way in which I

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

Companies that provide selfless information through particip

can share the cost of advertising, whilst still achieving my objectives? A well-researched strategy is the framework on which any successful advertising campaign is built

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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If you have or want to have a business, you need to read this. This is the most important information everyone should know before they take a risk with their money.

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