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The Coverville podcast is generally released two or three times a week and is based around a variety of cover songs (reinterpreted versions of previously recorded songs by another artis

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

t.) The show generally begins with a brief introduction and overview of the show’s theme for the day. The songs are then played with a few details about the song and artist, as fell as some fascinat

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

Examples of combination products may in

ing bits of trivia interspersed in between. The shows are generally about 35 minutes and feature roughly half a dozen different songs. Information about the performing artist and source album is pro

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

vided, along with information about the artist being covered.

While the concept of an all covers show may seem rife with second rate songs, and almost unbearable versions of good songs you couldn’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

be more wrong. The covers on the show could easily stand on their own as songs and feature diverse and interesting interpretations. For example, a jazz version of Black Sabbath’s “War Pigs”, or mel

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

Combination pro

ow acoustic cover of Sir Mix A Lot’s “Baby Got Back”, both are unexpectedly entertaining.

The show also mixes things up from time to time by having “cover story” shows which features covers that 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

re all originally by the same artist. For example, a show that exclusively features covers of Pink Floyd songs. There’s also the occasional Originalville shows featuring the little known originals o

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

f songs whose covers became famous. Coverville began simply in September 2004 as the hobby of tireless host Brian Ibbott and eventually grew to an audience of around 25,000 dedicated listeners per s

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

how.

So what?

Originally Ibbott saw sponsorships as way to offset his operating costs, and was sponsored by few other podcasting related sites such as ipodder. After all since Coverville is a musi

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

c show that means obtaining licenses, buying cds, and mp3’s, etc. Not mention that while more listeners are great it also means more bandwidth which in turn means more money. Also since the Top 100

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

n iTunes is compiled by ranking the number of subscriptions over the last week it’s often dominated by the bigger names. These shows are often something which usually originated in another medium an

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

Following aspects would a

d have been repurposed for use in a podcast. Take for example the Ricky Gervais podcast based on the popular comedian’s antics, or the popular LOST podcast which revolves around the happenings on th

dd to the challenges in developing combination products:

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

e show. Not only is it already a wildly popular television show but has the financial backing of ABC networks. So what’s an indie podcast to do?

Now what?

Coverville has still has several podcasti

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

ng related sponsors, as well as a few smaller sites, and larger retailers may not be far off (Coverville was sponsored by Tower Records over the summer.) However, while the larger retailers are stil

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

l somewhat of an anomaly in the world of podcasting they’ve begun appearing more and more. Also by joining an advertising network (Coverville has joined the Backbeat Media Podcast Network) they’re a

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

le to offer a deliver a larger and therefore more appealing audience to current as well as potential advertisers. Coverville has also received the People’s Choice Award for Best Music Podcast at the

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

Professional from academic institutions, pharmaceutical industries, health care indust

2005 Podcast Awards which is thanks in part to the number of avid fans the show has produced. In fact in an industry that’s largely word of mouth having an active fan base is critical. So with more

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

subscribers continuing to join, fans of the show raving, and higher profile sponsors joining on the future of Coverville is looking very bright indeed.

So in short by creating a loyal fan base, ga

.

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

ining word of mouth recognition, and joining with other podcasts in order to attract more advertisers Coverville was able to go from a hobby to a means of revenue.

Also check out our informational

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

Companies that provide selfless information through particip

podcast show ITS On the Go at http://www.itsontarget.com/podcasts for more information on how to create and optimize your own podcast

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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