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The days when a static business website or a mass media press release could attract visitors and customers are long gone. The use of RSS and social bo

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

okmarking sites to manage and organize news and information is on the rise and marketers need to create RSS feeds offering content that attracts visit

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

Examples of combination products may in

ors and subscribers.

MyYahoo, MyMSN and MyAOL have been in place for some time and sites like Furl and del.icio.us - once the domain of the very tech

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

savvy – are gaining in popularity. Earthlink, one of the largest ISPs in the US, recently unveiled their RSS reader and social bookmarking site, maki

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

g it possible for another 5 million people to start using RSS feeds and sharing content.

A year or so ago Robert Scoble, then the tech evangelist at

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

Combination pro

Microsoft, wrote that any marketing person who did not add RSS Feeds to their website ought to be fired. Harsh words indeed, and perhaps a little prem

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

ature. But as the number of people using RSS Feeds and social media continues to climb, marketing and PR folk should be looking at feeds as a viable a

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

lternate messaging medium.

One of the most basic tenets of marketing and PR is that you use the medium most likely to reach an audience. In 2005 many

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

may have dismissed RSS as unimportant based on statistics from Pew Internet:

· Only 9% of Americans are relatively aware of what RSS Feed means

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

· 26% never even heard of an RSS Feed
· 12% of Men knew what RSS meant compared to 6% of Women
· 12% of People ages 18-29 knew what an RSS

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

Feed is compared to 5% age 65 and over

In 2006, the RSS Feed playing field looks very different. A study by Yahoo late last year revealed that 27% of

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

Following aspects would a

Internet users consume RSS syndicated content on personalized start pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the enabling technolo

dd to the challenges in developing combination products:

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

y. current RSS User Demographics

According to Jupiter Research consumers are adopting Really Simple Syndication (RSS) at an astounding rate. Their

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

recent report states that some 30 percent of businesses surveyed added RSS Feeds due to customer demand. 25 percent publish feeds to increase their s

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

ubscriber base and 10 percent cited "competitive pressure."

Savvy e-tailers are taking this trend to heart and adding RSS capability for shoppers 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

keep track of pending product introductions of interest. The alerts typically send a product description and photo directly to RSS enabled portal page

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

Professional from academic institutions, pharmaceutical industries, health care indust

like MyYahoo, said eStategyOne, blogging about an article in the New York Times.

Yet when visiting sites reported to have feeds, they could only fin

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

d the feed on the Burpee Seeds site. And marketing studies.net reports that Burpee’s sales stats soared as a result of this feed. It seems that even i

.

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

n this new world of content syndication and RSS Feeds you still need a strategy..

Understanding RSS, syndication and social media, planning and imple

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

Companies that provide selfless information through particip

menting a sound RSS strategy and creating RSS feeds that meet the needs of your customer base is becoming an essential skill in marketing and PR today

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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