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In my efforts to exploit Web 2.0 technology to add to my Marketing 2.0 toolkit, I've spent some time looking beyond widgets to actual web-enabled applications. It's my belief th

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

at the widgets of tomorrow are going to come from the web apps of today and the webapps of today just became a lot more interesting with this announcement.

Here's why this is i

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

Examples of combination products may in

nteresting to me:

I recently read Scott Rosenberg’s book Dreaming In Code – typically a little beyond my geek level but it caught my attention and turned out to be a good r

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

ad. It focuses on a development project code named 'Chandler' which due to the complexity is still a work in progress after 4 grueling years.

The vision behind 'Chandler' was t

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

o enable peer-to-peer access to calendaring, email and notes applications that could exist offline or online. One key decision made during this project is that they built it as

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

Combination pro

client side app as oppose to a pure webapp – with the thinking that web application technology was too far out to consider.

Unfortunately they're kicking themselves in the ass

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

for that one because little did they know companies like Google, and 37signals, also highlighted in Rosenberg’s book would soon be rolling out webapps well before they could ha

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

ve imagined.

The downfall of these apps is that unlike their client side counterparts, consistent connectivity is needed to get stuff done. When I think about my computer use,

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

’d say no more than 10% of my time is spent offline. My challenge is that I can't use a semi-critical app if it’s limited to the web – I need to know that I can access what I cr

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

eate if I want to open it up in my safari tent in the Serengeti or the Piazza Navona in Rome. And that is what prevents me from transitioning from these heavy client side apps.

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

Well, that just changed with Google’s announcement. Okay, it didn't change yet – most of the apps I'm using today weren't built for the web but it's coming and I'm already excit

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

Following aspects would a

ed by this vision. Just imagine being able to use all these great productivity apps that are Web 2.0 enabled (SharePoint, Wiki's, and Blogs to name a few), making for lightning

dd to the challenges in developing combination products:

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

fast download and seamless integration with web-based content delivery systems - but still available offline when I want them.

One of the most significant achievements of Web 2

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

0 is correcting the discrepancy that my content is still mostly created in applications that work best offline but my customers really only want to connect with me online. Sure,

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

there has been lots of progress with the advent of Flash, WebEx, canned PPT presentations and PDF in the browser – but those applications weren’t made to take advantage of the

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

nteractive power of the web.

Marketing 2.0 (aka Social Media Marketing) isn’t about me talking to my customers, it’s about creating a conversation with my customers - and hopef

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

Professional from academic institutions, pharmaceutical industries, health care indust

ully building a relationship. But I still have to create and package knowledge to begin that conversation – and those apps need to have offline as well as online capability. Bef

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

ore my customer and I can really connect the way we should be able to, we need apps that can be used to create and package that knowledge as well as facilitate and encourage int

.

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

ractivity. That means interactive online apps that can be taken offline - not offline apps that can be uploaded. Google just took an important step in that direction. I’m not ju

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

Companies that provide selfless information through particip

nking all my client side apps for hyper-functional widgets just yet but I can see now - probably much like the Chandler team eventually did – that its much closer than I thought

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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