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This is part two of a two part series concerning communicating more effectively. Part one covered questions one through five about factual information (demographics). Part two covers how to use th

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

ese characteristics to improve communications.

To avoid communication barriers, business owners must learn all they can about the business’s present and potential customers. The knowledge acquire

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

Examples of combination products may in

from answering questions six through ten reveals the different types of communications and media required to communicate effectively with targeted markets.

1. How do the public demographics c

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

overed in questions one through five enhance communications?

Knowing segments like age, occupation, income, gender and national origin of a target market reveals a wealth of ad

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

itional characteristics. Putting these characteristics into a table or matrix reveals the characteristics most repeated across segments. The four or five characte

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

Combination pro

istics most repeated or shared provide good appeals for the market. Just considering one segment is similar to stereotyping. But gathering information acr

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

oss segments adds detail. It enables business owners to better understand market members and to more effectively communicate with them.

2. How can these appe

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

ls best be expressed verbally?

Knowing a public’s shared characteristics provide communicators with detailed ways to improve verbal and visual communications. Writing style

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

and level as well as verbal appeals must conform to shared characteristics.

For instance, self-improvement and how-to-information articles written in a simple styl

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

communicate well with lower class members because such articles help them to meet their needs on limited incomes. Middle class people can be better reached with articles written i

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

a more complex style about advancing their careers and financing their children’s education.

3. How can these appeals best be expressed visually?
Preferences for graphic design techn

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

Following aspects would a

iques, colors, and art also vary by shared characteristics. For instance:

• Generations X and Y prefer centered typesetting for headlines while Baby Boomers and the World War II generation pre

dd to the challenges in developing combination products:

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

er aligned left headlines.

• Young single women prefer earth tone shades while married women with children prefer pastels.

• People who are well educated and in the higher social classes l

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

ike abstract art, while less educated, working class people prefer realistic photographs.

4. What communication vehicles best reach the public?
Different public characteristics also provi

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

e keys to selecting communication vehicles and topics. Consider the differences below by social classes and generations.

• Working class – prefer lively advertisements and promotions, self-imp

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

ovement and how-to articles.
• Middle class – want information about living graciously on middle class incomes, bettering their careers, improving their homes and family life.
•

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

Professional from academic institutions, pharmaceutical industries, health care indust

Upper class – primarily seek investment and financial information.
• Generations X and Y don’t trust the media and prefer person-to-person communications.
• Generation X – prefe

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

s communications through music and over the Internet.
• Generation Y – prefers loud and quick moving visuals, and humorous and emotional representations of their lifestyles.
• Wor

.

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

ld War II – prefers print publications that provide information on staying healthy and managing their limited incomes.

5. How can business owners best use this information to meet their pu

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

Companies that provide selfless information through particip

poses and improve their communications? Business owners can improve their communication effectiveness by using the Matrix Market Segmentation process to determine the best appeals for any market

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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