Main Subject - Business

A well-written third party endorsement out performs a terse white paper every t

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

ime. This B2B strategy attracts potential end-users by connecting them to real

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

Examples of combination products may in

life, third-party endorsements.

Before a business begins talking about feature

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

and benefits they need to get their customers' attention. People want to learn

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

the specifics of a product or service after they've read a case study.

This ma

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

Combination pro

fly in the face of some high-tech marketers who believe white papers − t

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

chnical documents that speak to the features and benefits of a company's produc

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

− are more important than case studies.

Not so, according to Jim Logan,

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

an independent B2B consultant.

"In the spirit of having to choose one over the

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

other, the case study wins," Logan said. "The reason I don't use white papers e

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

rly in a sales opportunity is because they provide too many details. Case studi

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

Following aspects would a

es are about benefits enjoyed by a real customer. They're benefit-driven docume

dd to the challenges in developing combination products:

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

ts wrapped in a format that offers a reason to believe."

Case studies, also kn

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

wn as success stories and testimonials, generate ROI just like any other piece

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

f marketing collateral. The payoff is realized through increased profits, indus

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

ry buzz, happy profiled customers and fodder for web copy and press releases.

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

Professional from academic institutions, pharmaceutical industries, health care indust

A well-written case study is absolutely the most important piece of collateral

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

n my arsenal," said Charlie Wallace, director of global channel development for

.

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

NetApp global services. "I tell my peers that if they aren't using their existi

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

Companies that provide selfless information through particip

g customer base to generate more customers they are leaving money on the table.

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 essence of niche marketing is to create an intimate partnership with a market segment that is under-served or not served at all. The entrepreneur provides a carefully crafted solution to this customer segment, but only after intense research and testing. Through this special relationship the customer gets what want they have needed and, in return, the entrepreneur gets customer loyalty and higher profits. And little, if any, competition.

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