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Think about this – if you open your email box and there are 100 emails from

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

marketers, are you going to open all 100? Probably not – you are going to o

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

Examples of combination products may in

pen a few of them. How are you going to choose which to open and which to n

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

t open? Think about how you do it. The way I do it is I read through the s

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

ubject lines, keeping an eye on the sender, and I generally open only a few

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

Combination pro

(3-7) from people whom I have grown to trust online. What about you? I ima

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

ine it is a similar process for you. So think about why you open the few em

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

ails you do. Is it because the content is better? You trust them more? Th

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

ey have always offered good advice?

So what do you need to do to make sure

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 are in that list of 3-7 email senders whose emails get opened? Be t

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

he best. Have the best content over time. Develop the most trust over time.

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

Following aspects would a

Offer the best advice. Simply put, be the best. And recognize that over

dd to the challenges in developing combination products:

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

ime, the long term open rate of the best email senders might be 25%, while t

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

he average is only 20%. That may not seem like a lot, but over time that ca

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

n be a lot of sales.

What I am proposing is that the best way to keep long

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

erm open rates high, is to not only offer great content and reasons for peop

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

Professional from academic institutions, pharmaceutical industries, health care indust

le to open your emails, but also to prevent the things that happen that, ove

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

r time, drag your initial open rate from 100% to 20% or 25% or even lower.

.

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

he idea is to keep the open rate as high as possible, to keep it from droppi

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

Companies that provide selfless information through particip

ng in the first place, than to get it to come up after it has already droppe

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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