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In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I’m hoping the next five will be

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

just as helpful.

There’s nothing like getting valuable exposure and new clients for your business without spending a dime (or perhaps spending just a few). Here are five more of my favorite tips for doing just that.

1. Submit a

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

Examples of combination products may in

article to a business magazine or newsletter. Chances are there are lots of publications out there that are geared to your target audience. For instance, I receive numerous publications about marketing, communications, and runnin

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

g a business. These types of business publications are almost always looking for articles and information that will be valuable to their readers. And most of them welcome articles that are submitted by experts in the field (i.e.,

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

eople like you). If you’re not already, familiarize yourself with the publications that your target audience reads, such as those published by trade associations or your local business newspaper (many are found at d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ww.bizjournals.com" target="_new">www.bizjournals.com). Then start pitching articles — not only will you get exposure in front of those who read the publication, but you can send copies of your article to clients and prospects

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 specific tips about how to write publishable business articles, see the August 2004 issue of my newsletter, "Marketing Tips from The WriteShop." It’s available at 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

shtml" target="_new">www.writeshoponline.com/newsletter_writeshop.shtml.)

2. Advertise in local, low-cost venues. If your business is local or focused in a specific community, don’t waste your time and money with advertising

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

that reaches audiences much larger than your target. For instance, advertising in a large metropolitan newspaper is unnecessary if your target audience is actually located in two or three suburbs of the metropolis. Instead, consid

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

r low-cost advertising venues, such as high school football programs, alternative newspapers or community newsletters. They’ll be more tailored to your target audience and will be much easier on your budget.

3. Keep in touch with

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

customers via e-mail. Convenient, easy and virtually fr*e, e-mail offers powerful marketing opportunities. If you don’t already, start collecting customers’ e-mail addresses (with their permission, of course). Sending e-mails too

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

Following aspects would a

frequently can annoy your customers and be counterproductive, so don’t take advantage of the medium — but using it wisely can be an effective, inexpensive way to keep in touch. Clients will usually be glad to hear from you, especi

dd to the challenges in developing combination products:

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

lly if you’re using e-mail to send information that is valuable to them, such as announcements of special events, discount offers, helpful newsletters, or articles that interest them.

4. Network, network, network. We’ve all heard

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

that it’s not what you know that matters; it’s who you know. Simply getting to know people is possibly the least expensive and most valuable activity you can undertake to help promote your business. If your business is local, att

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

nd networking events in your community, many of which are cheap or even fr*e. (Check your newspaper’s business section for listings.) And don’t be stingy with your network — when you have two acquaintances who could do business to

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

ether, introduce them to each other. When you share your contacts, you simply broaden your network and others will be more likely to introduce their own contacts to you.

5. Ask for referrals. We all love to get referrals, because

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

Professional from academic institutions, pharmaceutical industries, health care indust

they often bring business — or at least interested prospects — with little, if any, effort from us. But referrals are few and far between if you simply wait around for them. Instead, those who really want to succeed in building w

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

rd-of-mouth business must develop a referral system. When you’ve pleased a client, don’t be afraid to ask for referrals. You’ll get more success if you explain clearly what type of clients you’re looking for. And when clients refe

.

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

r you to their friends or contacts, be sure to thank them appropriately. For instance, one of my clients, a carpet cleaning company, asks every customer to refer their friends and neighbors. When those friends turn out to be clien

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

Companies that provide selfless information through particip

s, the company sends the referrer a coupon, which is redeemable for cleaning services or cash. That way, everybody wins — the new customer, the old customer, and of course, the carpet cleaning company.

Copyright 2004 Nancy Jackso

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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