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Pixel advertising seems to have caught the imagination of a lot of people. There are scripts to run a site for sale, pixel ad sites popping up all over the place,

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

and I've even seen a pixel-ad MLM.

I never really bothered to look, until the question came up in a forum - "how effective is pixel advertising"? - and the answer

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

Examples of combination products may in

is "not very". I conducted a highly unscientific test by going to Google and typing in 'pixel ads for sale' - and got: Results 1 - 50 of about 1,110,000 for pixel

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

ads for sale.

About one million people, all competing to copy Alex Tew's idea.

What most of them are overlooking is that Alex got about 5 million dollars worth

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

of free advertising by being featured on CNN, ABC, NBC, and the CDC for all I know.

Yes, you can play with a pixel site, but you won't get the free media exposure

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

Combination pro

. Which means you'll have to buy the millions worth of advertising Alex got for free - and spending 5 dollars to make one isn't my idea of running a business.

The

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

trick here is to learn the real lesson - if it's offbeat enough that "Good Morning America" picks you up, you can make money with just about anything.

And then y

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

ou get to stand around laughing at the copycats who don't grasp the "good Morning America" part of your success story. Thing is - as entrepreneurs we should be loo

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

king for a way to do something different, that's "Good-morning"-worthy, and that people will give you money for.

But as for the advertising? I would rather spend

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

some money on a good classified ad in the Post or the Times than on any pixel ad site - because I *know* people read the Times.

Coincidentally, a few days earlier

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

Jason Lewis sent me an article he wrote titled "How To Make Money From Latest Craze Products" - by creating products that complement the latest fad. He used the p

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

Following aspects would a

et rock from 1975 to illustrate his point.

The story about the pet rock and the knockoff stuck with me, and I've often thought that such fads repeat every 5-15 ye

dd to the challenges in developing combination products:

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

ars. Then, while discussing pixel ads and things that were offbeat enough to get on "Good Morning America", it struck me that we should be due for a revival of the

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

pet rock about now. If you can get the deal with the trademark holder, that is. And even if you can't, there ought to be something in that vein hitting the market

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

for collectibles about now.

Now, the rights to the pet rock are probably sown up, and as throwaway ideas go, it serves best as an example. The idea was original

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

in 1975 - today it's at best a revival, at worst a cheap copycat knockoff.

But a "Pet Rock Revival" is certainly goofy enough to get on TV - and provided you have

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

Professional from academic institutions, pharmaceutical industries, health care indust

the deal with the trademark owners in place, they won't be covering your court case on the evening news later that day. Personally, I live on the wrong continent

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

to do anything with this - the pet rocks were never big in Europe. So if you can pick up the idea and run with it - more power to you. Ideas are cheap - turning th

.

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

em into money is work.

The real question you should be asking yourself though isn't "what can I copy from these specific examples?"

It is "what can I create that

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

Companies that provide selfless information through particip

will catch people by the imagination?"

That's what will get you 5 million dollars worth of free advertising from the media and make you into an overnight success

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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It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded products, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing. You have to take your hat off to the ad man who came up with that little gem of building a campaign out of that one. Sadly, for the client, the horse had already bolted. But the ad men, as usual, were pocketing their fees and laughing all the way to the bank! It is no surprise then that with more and more competition, now including own label, there has been a significant increase in the number of advertisements, vying for customers’ attention. So, more competition in the marketplace and more competition to attract the viewer/reader to engage with the message, so what’s the solution?

Managing is often equated with controls rather than leading and developing a business. The manager feels more comfortable and secure when they are able to put in strict controls on everything that happens in a business organization. This is so especially of Senior Managements where the controls and directing becomes so severe that it erodes any creative freedom for the middle managers to work towards achieving the goals set out for them.

In Part Two of this four part series, I identify that Major Account Management is not a single act but a series of actions which link together to produce a powerful, professional and profitable result.

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