Main Subject - Business

An interesting piece of news turned up today about how much nations trust their media. Indians fare quite

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

high up on the charts. Going by the number of News Channels and Newspapers the country has today it seems

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

Examples of combination products may in

that the people still have faith in the various newscasters in the country.

What's also interesting to no

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

e is that channels like Star News and NDTV score lower than a channel like Aaj Tak in the trust factor. Wh

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

y? May be the people prefer to accept a channel that does not seem as slick or that has the look and feel

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

Combination pro

f an international channel. I say this because Doordarshan scores quite high as well. They also are not kn

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

own for their slick presentation either.

It could also be the sum total that increases the trust people h

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

ave in a publication or a TV channel. In the case of the News Channels the presenters play a big role. The

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

way they deliver the news. Many reporters in the field give in to the temptation of getting too excited an

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

d dramatic. I think the pressure of keeping the ratings up has something to do with it. Just sounding sens

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

tional without actually backing it up by solid hard facts is what viewers can now see through. They have n

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

Following aspects would a

ow been educated enough to filter out the “Spin”.

I am not saying that Star News and NDTV are not good ne

dd to the challenges in developing combination products:

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

ws channels but it is quite an eye opener to find out, that the leading news channels are not scoring high

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

with the viewers when it comes to trust. In fact trust is all you have when it comes to news, without it n

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

ews becomes only entertainment.

Still I have not given up just yet. Our TV industry is still young. It is

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

constantly evolving. Which is good. At the moment may be we are trying to ape the west a little too much.

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

Professional from academic institutions, pharmaceutical industries, health care indust

What works for Sky News in the UK may not work for Star News in India. Formats need to be developed within

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

the country that involves the viewers and mere replicating of shows from the US and UK will not work in 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

dia in the long run. Even in the entertainment channels you can see that that the last Indian Idol series

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

Companies that provide selfless information through particip

on SET was not as successful as the first one.

Our culture is rich enough to get good ideas from. I Think

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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