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Let’s take a quick stroll through the world of marketing to see what it was, what it became and what it now is…

Era 1 – newspaper, magazi

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

nes, radio broadcasts, direct mail, telemarketing, cold calling, television, infomercials…

Era 2 – websites, banner ads, reciprocal links

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

Examples of combination products may in

, ezine publishing, search engine optimization, pay-per-click, opt-in email, blogs...

Enter Era 3 – marketing via podcasts?

Similar to t

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

he concept of opt-in email, podcasting takes full advantage of technology in reaching a pre-qualified, self-selected audience that craves

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

the information and expertise a podcaster provides. Podcasting gives the strategy of establishing yourself as an expert a whole new playg

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

Combination pro

round.

Podcasting is the ultimate tool for reaching a fully-qualified target audience. A podcast is an audio broadcast published to 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

internet. The broadcast is delivered to subscribers via a feed, usually in an MP3 file format.

For years consulting and service companie

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

have realized that the way to a client’s heart is through information sharing. Be it through trade shows, conferences, seminars, newslet

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

ters, or free articles, providing useful information on a topic that potential clients are interested in grabs them – hook, line and sinke

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.

When a prospect first subscribes to a podcast, they likely aren’t ready to buy products or services from the podcaster’s company. Cha

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

nces are they are just getting their feet wet, searching for information. With useful information delivered via a podcast day after day,

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

Following aspects would a

weekly or monthly, the receiver will realize the value of the expertise demonstrated. Thus, when they are ready to become buyers rather t

dd to the challenges in developing combination products:

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

han browsers, the podcaster has the lead.

As an advertising medium podcasts can be used just like a newsletter or press release. For ins

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

tance, a tax consulting firm may publish a monthly newsletter giving updates on tax laws, information about tax shelters, tips for tax ded

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

ctions and notification of available services. The newsletters will likely contain contact information and will encourage readers to cont

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

ract the services of the tax consulting firm.

A podcast can be used in the same way. The only difference is, the news and information is

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

Professional from academic institutions, pharmaceutical industries, health care indust

delivered via an audio broadcast rather than through an electronic or print newsletter.

There are many advantages to podcasting. In com

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

parison to other types of advertising, it is relatively inexpensive. Podcasts are delivered to a targeted audience, leave a lasting impre

.

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

ssion on subscribers and establish the provider as an expert in the field. Regularly published podcasts keep the provider’s name and cont

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

Companies that provide selfless information through particip

act information fresh in the minds of the recipients and vast amounts of business can be obtained as a result.

Copyright 2005 Jason Taras

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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A squeeze page is a way to gather the names and emails address of each visitor. It contains a headline, bullet points, and a subscription forms. Testomials, audio and video messages can also be used. When using a squeeze page provide a clear and precise headline explaining exactly what you are offering. The squeeze page gives you anywhere from 5 to 10 seconds to grab the readers attention. The bullet points provide a brief list of what you offer. This easy to read format should be easy to read and stand out. Allowing the reader to understand what you have for them that sets you apart from others that offer similar products ...

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