Main Subject - Business

Many companies encourage customer loyalty with discounts and other gifts. These may

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

be appreciated, but it can also become expensive and expected.

Here’s another ide

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

Examples of combination products may in

a that will make your customers happy and also boost your business.

Send your exis

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

ting customers a free coupon for some of your products or your service. But make th

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

s voucher valid only when signed by your current customer, and redeemable only by s

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

Combination pro

omeone who is not (yet) your customer.

What does this accomplish?

Your existing c

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

ustomer gets a valuable gift to share with someone else. Your new customer gets a g

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

ift from someone they respect, and a valuable introduction to you. You do something

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

nice for existing customers, get a brand new customer, and find out which of your c

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

urrent customers will help your business grow.

This simple approach spreads good v

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

alue and goodwill for everyone.

Key Learning Point
-------------------

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

Following aspects would a

-------------------------------------------------------------
Giving a `free g

dd to the challenges in developing combination products:

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

ft' to your existing customers may be appreciated, but may also become expected. Gi

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

ving them a free gift to share with someone else can be a unique surprise for both.

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

Action Steps
--------------------------------------------------------

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

------------------------
Decide which of your current customers are most valua

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

Professional from academic institutions, pharmaceutical industries, health care indust

le to you. It is likely they know others like themselves. Decide what you are willi

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

ng to give away as an introductory free gift. Then match your customer list with yo

.

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

ur intended free gift in the `pass it on' manner outlined above. Watch your existin

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

Companies that provide selfless information through particip

g customers smile and your new customers arrive, to the surprise and benefit of all

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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