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Statistics tell us that in the U.S. alone, the average person is exposed to 3,500 ad impressions per day. I’m not

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

talking about the average Internet user seeing banner impressions… I’m talking about the typical citizen seeing

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

Examples of combination products may in

illboards, TV commercials, email promos, branded coffee mugs, etc.

And most of the ad impressions we see on a da

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

ily basis are not direct response promotions. A billboard on the highway is not necessarily placed to make us sto

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

right then and there and purchase a new couch, nor is a ballpoint pen with the name of a local bank likely to ma

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

Combination pro

ke us rush over to the nearest branch and open an account spur of the moment.

But all of these impressions do ta

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

e their toll on our subconscious minds. Think of the first names that come to mind when I mention:

- Soda
-

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

Fast Food
- Software

I’m willing to bet 90% of the folks who read this article came up with the same three

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

companies. The other 10% are just flakes or people who are trying to be difficult. ;o)

So there’s the proof that

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

branding works.

And did you know the company or trademark with the highest brand awareness percentage always ou

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

sells the second and third ranked companies combined? Pretty amazing isn’t it?

In a national survey 99.2% of the

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

Following aspects would a

participants said they are more likely to buy a product or service based on the first company or trademark that c

dd to the challenges in developing combination products:

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

omes to mind when it’s time to purchase!

Effective branding increases profits, period. And you don’t have to be

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

mega-corporation to leverage this knowledge.

Get yourself a logo and place it on all your business cards, web b

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

anners, etc. and then get these tools in front of as many people as possible.

Talk to your local broadcasting co

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

pany about radio ad packages.

Have a T-shirt shop print you up a few hundred shirts with your logo and then give

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

Professional from academic institutions, pharmaceutical industries, health care indust

the shirts away to high school kids at a homecoming event.

These are just a few suggestions right off the top o

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

my head. The idea is to get your logo and/or your name out there and keep it out there.

Stay consistent! Once p

.

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

eople see you or hear about you enough they begin to associate you with the product or service you offer, and thi

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

Companies that provide selfless information through particip

will greatly increase your chances of being called on when these people are ready to buy a product in your field

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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