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Good marketing positioning is like good lying. No, we’re not suggesting that you lie when creating your company and

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

product positioning. Anything but, in fact. But, it’s remarkable how much the properties of good positioning resem

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

Examples of combination products may in

ble the properties of a good lie.

Like an effective lie, an effective positioning statement should be:

1. Beli

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

evable. A lie that no one believes is rather pointless, isn’t it? Well, the same is true of your company or pro

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

duct’s positioning. If it’s not believable, then it’s useless. Ensure that the key elements of your positioning sta

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

Combination pro

tement are rooted in truth, and that the assertions that you’re making about your company’s or product’s capabiliti

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

es will pass the sniff test of a jaded observer who has seen it all before when it comes to the outlandish statemen

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

ts that a lot of software and information technology companies insist on making.

2. Consistent. A weak lie

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

won’t stand up to scrutiny when judged on its consistency. Internal consistency – that is, ensuring that the variou

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

s elements of the lie, or positioning statement, are not in direct conflict with one another - is very important to

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

making sure that the listener won’t just turn off their eyes and ears to your message.

3. Simple. Remember

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

Following aspects would a

being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it was impos

dd to the challenges in developing combination products:

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

sible to remember as you recounted it. A positioning statement is the same way. If it’s so complicated that even yo

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

u and your sales reps can’t remember it, you’re guaranteed that your customers won’t either.

4. Compelling.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
>What’s the point in telling someone something that isn’t interesting and doesn’t apply to them? If you’re taking t
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
he risk of lying, tell a lie that is at least somewhat captivating to the listener. In the case of your company or
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
product’s positioning, it should mean something to your target audience. Which means you better have done your home
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
work into their hot buttons beforehand. What’s important to them? What’s not? What benefits can they not do without
.

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
? Find out, and ensure that your positioning hits those notes.

Keep these caveats in mind when it comes time to po
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
sition or reposition your company or product, and we can assure you that your audience will sit up and take notice.

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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