Main Subject - Business

Last Friday, celebrity Britney Spears decided that she would kill her pop i

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

con status, which took over a decade to create. Her brain waves were obviou

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

Examples of combination products may in

ly malfunctioning when she shaved her head outside of a closed salon in She

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

rman Oaks, California.

A celebrity’s visual image, or visual brand, should

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

be one of their most valued assets. A superstar career is based on talent a

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

Combination pro

d ability but more than anything it is built on public image. And when I sa

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

y image, I mean they must look the part.

Take the TV show American Idol fo

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

example. Every once and a while you will see a contestant on the show that

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

can belt out sweet lyrics like a pro, but because they don’t look the part

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

they are turned away and even if they are advanced to the next round their

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

uccess is short-lived.

Britney’s carelessness with the scissors reminds me

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

Following aspects would a

of similar situation that Keri Russel found herself in while staring on the

dd to the challenges in developing combination products:

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

hit TV series Felicity. On the show Keri was known for her long curly lock

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

of hair, but in a personal need for change Russel decided to go for a much

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

shorter look. It was obviously not as drastic of a change as Britney has ma

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

de, but the decision left the viewers of a Felicity feeling as though they

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

Professional from academic institutions, pharmaceutical industries, health care indust

idn’t know her character any more.

Some are calling Britney’s action a “pu

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

licity stunt”, but I say that unless she is planning on debuting a new bran

.

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

d of Britney, fronting a punk band in the near future, she has just committ

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

Companies that provide selfless information through particip

d celebrity suicide.

- From The Marketing Fresh Peel
www.FreshPeel.co

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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