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I can only speak from experience. I am finding that more and more advertising agencies are utilizing the magic of jingle

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

s and music to brand their clients products and businesses.

A classic example of a jingle that launched a successful lo

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

Examples of combination products may in

g term campaign worldwide in the public consciousness was created by my teacher at UCLA and Academy Award winning songwr

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

iter Al Kasha.

In 1972, after reading about one of the worst airline crash disasters in history, Al wrote "Fly the Frie

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

dly Skies of United" and approached the beleaguered airline with a positioning statement and catchy melody that would po

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

Combination pro

ition United Airlines as the leader in security and air safety for nearly thirty years. Even when they dropped the music

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

, they continued with the positioning statement "The Friendly Skies". It was, and remains a clear cut stroke of Branding

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

genius.

Another very popular agency tactic in recent years is to secure the rights to popular songs and utilize the fam

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

iliarity factor to generate correlation and familiarity with the product.

The cost to secure broadcast rights can vary.

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

I have heard of rights for single market broadcast usage going for as little as $4000 and as much as $60,000 and up... T

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

ese rights are negotiated with publishers as copyright owners. The agency will then hire someone like me to record a ver

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

Following aspects would a

sion of the song as a "sound-alike" or to give it an original twist.

Securing the rights to a song does not grant the u

dd to the challenges in developing combination products:

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

er the rights to the recorded work. If you are interested to getting the rights to a recording performed by an specific

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

artist, you need to negotiate with the publisher AND the record label. Two separate negotiations and potentially a very

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

xpensive proposition. It can become even more than two negotiations when you have a song that was written by three or fo

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

r co-writers. I recently heard of an agency who was trying to secure the rights to the song "What a Wonderful World" and

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

Professional from academic institutions, pharmaceutical industries, health care indust

had to negotiate separately with three publishing companies in order to secure the rights to usage.

So I can tell you

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

ith certainty that music is thriving in the business of advertising. As my good friend, co-writer and talented singer/so

.

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

ngwriter Harold Payne says in his soon to be classic song Music Speaks:

"Music Speaks louder than words
It's the o

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

Companies that provide selfless information through particip

ly thing that the whole world listens to
Music speaks louder than words
When you sing, people understand" c200

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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