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If you’re a typical small business, you’ve probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the sha

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

dow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services. She or he will also probably stress how inexpensive radio advertising is vs. TV or even newspaper ads.

Yes, radio

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

Examples of combination products may in

pots are cheaper that TV ads and often even cheaper than newspaper ads. But there area few things you need to think about before you sign that radio advertising contract. First, is yours the kind of business that can really profit from rad

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

o advertising? Radio commercials are very ethereal. Once the 30 or 60 second spot is over, there is nothing physical for your customers to hang on to. You have to depend on their ability to remember your message long enough to take some act

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

on, i.e., either call you or come to your place of business. This means you have to have a very strong and compelling advertising message. This could be a special, and I do mean special, sales event, or some other special promotion.

Secon

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

Combination pro

, how many of your prospects will the advertising actually reach? Radio ads are much harder to target than some other forms of advertising because they can be purchased only by demographics such as age. You can pick a station that scores we

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

l with people age 18-35, but how many of these 18 to 35-year olds are really prospects for your products or services?

Third, when will your spots actually run? The most expensive radio advertising is called “drive time,” which in most citi

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

es is 7:00 to 9:00 AM, and 4:00 PM to 6:00 PM. Drive time gets higher radio ratings because there are so many people in cars listening to their radios as they drive to and from work. The smart radio station sales person probably won’t even

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

ry to sell you drive time spots because either they’ve already been sold or because she or he knows you’re most likely to choke at their cost. Instead, they will most likely try to sell you some other combination of times and days. The impo

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

tant thing to know is when your spots will run and how many people will hear your message.

Because radio advertising is so ethereal (see #1, above), you need to do a lot of it to get your message across. This is especially true if you cann

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

t feature a special sales event or some other special promotion.

One of our local jewelers is a good example of what to do when you do not have a special event to promote. The main thrust of his advertising is for engagement rings. Just th

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

Following aspects would a

nk about this market. A guy buys only one of these during his entire lifetime (theoretically), and could decide to make his purchase on just about any day of the year. So how do you reach this market? He buys so many commercials, I don’t t

dd to the challenges in developing combination products:

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

ink a day goes by that I do not hear one of his spots. Sure, it’s expensive, but it’s the only way he can guarantee he will reach a prospect just before he purchases a ring. Plus, he has advertised so heavily and for so long, I don’t think

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

man in this city could buy an engagement ring without least thinking about this particular jeweler.

I don’t think it makes much sense to run a commercial that requires your prospect to remember a phone number. In most cases, he or she wi

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

ll not be in a position to drop everything, grab a pencil and write down your number. What would be more effective, in my mind, is to use a web address, especially if your web address matches your company’s name. For example, if the name of

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

your store is Great Memories, your web site should be www.greatmemories.com. Repeat this at least a couple of times in your commercial to help prospects remember the name of your business and drive them to your web site. You can then use yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

r web site to provide more your business’s address and phone number, and well as other important information.

The radio station will most likely offer to do your commercial for you free or at a reduced cost. This can be a good deal for you

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

but you must provide the station with a list of “talking points,” or those sales points that must be included in your commercial. For example, your list might include:

Store name = Great Memories (at least twice)|

Store description: Every

.

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

hing for the avid scrapbooker

Web address – www.greatmemories.com (at least twice)

Special sale = all items reduced 30% this week only. Once a year sale. Stock up on your scrapbooking supplies now

Store address: 5600 Brookhaven

Finall

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

Companies that provide selfless information through particip

, make sure you get to approve the script for your commercial before the station records it. As you review the script, think about your customer and make sure it includes everything necessary to get them to contact you or stop by your store

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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