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Video is a powerful marketing medium with the ability to communicate concise, precise and controlled information with a positive effect. A well-constructed video fires the imaginatio

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

n, increases the energy level and ensure that all feel part of your event. It will engage the emotions, focus the attention and enable each individual to visualise his/her role as pa

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

Examples of combination products may in

rt of the team.

Videos strength lies in its simple ability to transport people to locations, illustrate concepts and convey far more than mere words, spoken or printed, ever can. Vi

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

deo is an effective and memorable way of communicating. Core messages and themes are reinforced using other forms of communication. Video footage has a long shelf life when used imag

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

inatively in multimedia CD-ROMs, Websites, DVD and CD-Brochure formats.

Video has been revolutionised by the onset of digital shooting and editing. Shooting in broadcast quality use

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

Combination pro

d to involve cumbersome and expensive camera equipment, combined with analogue editing which required the copying of sections and consequent loss of quality with each successive gene

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

ration. The process was time consuming, complicated and linear. Modern digital cameras are capable of shooting in broadcast quality. Editing is now carried out in a non-linear way on

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

desktop computers; changes may be made at will, stored and reviewed at any time and in any order. The advantages are similar to those gained by using a computer word processor over

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

that of a mechanical typewriter and carbon copy paper for duplicates. Not only is digital editing highly flexible, but the medium enables an ever-expanding range of graphical effects

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

to be applied – without loss of quality or corruption of the original footage. In consequence, the costs associated with making and producing a video have dropped dramatically. What

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

was once the preserve of the large, rich and expansive corporation is now available and affordable to a much wider market – with the consequent advantages that this provides to inter

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

Following aspects would a

nal company communications and team building along with external advantages in the selling of products or services to your market place.

The stages required to produce a video vary

dd to the challenges in developing combination products:

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

depending on the style and content; generally:

PRE-PRODUCTION involves briefing, research, location finding, administration, booking of facilities and writing a treatment ou

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

tline (video content, description and approach to be adopted). After approval a shooting script including both narration and camera shots will be written.

SHOOTING follows the

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

approved script and involves a camera crew and a director going to location/s to interview participants and shoot footage to illustrate, illuminate and reinforce the script. If requi

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

red studio shoots are undertaken where controlled lighting and effects are employed - a product demonstration, for example is typically shot in this way.

POST-PRODUCTION includ

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

Professional from academic institutions, pharmaceutical industries, health care indust

es recording of guide narration (using an edited script, which may change from the shooting script because of interviewee’s comments etc.). Footage is edited to the guide narration,

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

graphic and video effects generated and music and titles added. The resulting edit master is then client approved and amended as necessary. A final “voice over” is then effected inco

.

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

rporating final changes. The final master tape is complete and ready for duplication.

DUPLICATION is the transfer of masters onto the final format – which can be all or any of

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

Companies that provide selfless information through particip

VHS, Betacam, Laserdisk, Digibeta, DVD, Mpeg, Avi and more. The final product is then packaged and presented in an appropriate way with print material for labels, inserts and sleeves

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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