Main Subject - Business

Planning your marketing is your essential first step. Asking good questions regar

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

ding your marketing, can also help to get you thinking about what is required and

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

Examples of combination products may in

which methods you will use or deploy to achieve your objectives. Answer all of t

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

ese 12 questions, and stand back for an excellent increase in sales, enquiries, p

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

rospects and referrals.

Pour yourself a good strong mug of coffee, sit down with

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

Combination pro

pen, paper and open mind, and tackle each question, one by one.

1. What are your

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

objectives for the next 12 months

New Customers?
Sales?
Downloads?

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

Signups?
JV Partners?

2. Who is your target audience/market, or ideal cus

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

tomer?

3. What are the real needs and desires of your target market?

4. What ar

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

the frustrations of your target market?

5. What single unique benefit or differ

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

entiator do you have or offer?

6. What specific problems are you solving on beha

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

Following aspects would a

lf of prospects and customers?

7. What is your marketing budget?

8. How do you

dd to the challenges in developing combination products:

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

each your market? (What tactics do you use)

9. What media does your prospects us

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

e/read, and which one will you use to reach them?

(This could also include which

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

modes of FREE publicity will you use)

10. What specific marketing materials/docu

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

ments do you need/use as part of your sales process?

11. Who serves the same aud

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

Professional from academic institutions, pharmaceutical industries, health care indust

ence as you and can refer business to you?

12. Who else is on board as part of y

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

our marketing team to help share responsibility/workload and ensure the correct

.

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

marketing tasks get done?

Asking good questions, helps to focus the mind, and qu

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

Companies that provide selfless information through particip

ite often motivate you to find/generate the answer.

Hope it helps.

Fraser J. Ha

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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The amount of sun light that you may receive throughout the year is a variable linked to seasonal development. If you start to observe this seasonal cycle at the beginning of the winter season, than the days -– that part of the day with daylight -- will increase every day, but only with a differential of seconds or minutes. Than, before the summer is even started the lengths of days start to shrink again. How do we confront these changes that are not to discern on a daily basis?

If you are in a position to delegate and you don't, you are cheating yourself and the people with whom you work.

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