Main Subject - Business

While attending a BBQ last fall, I met a dentist I knew of but had not met in person. He sat next to me at one of the round tables provided by our host. We made the customary introductions. During

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

our chitchat I asked where his office was located. He gave me a physical address that was very familiar, as I had rented a mailbox across the street from where his office is located. I also rente

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

Examples of combination products may in

movies from a movie rental franchise two businesses from his office, in one direction. I opened my business accounts less than a block away and frequented the gas station just two businesses from

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

his office, in the other direction. Less than a block from his office is another dental office, which I was well aware. But I could not visualize the location of his office on that one block.

I w

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

s astonished to have not seen his office! I made a point to take a slight detour on my way home to look for it. I had driven past his building for over 2 years and still do! He has a lovely red br

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

Combination pro

ck building that could look very inviting if a few changes were made to the exterior. The first change I would recommend is signage!

I am sure he could see my surprise to not know where his offic

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

e was located. One marketing idea that is crucial for business is signage. I think of the many cars passing his office that are as unaware as I was. I continue to look at medical offices, hospital

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

and pharmacies because of my years in pharmaceutical sales. Being a Dental Consultant, specializing in Orthodontics (they get their referrals from dentists), I deliberately seek out dental practi

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

es even when traveling.

Sadly, this dentist is missing out. I know his competition located less than half a block away, is getting more "drive-by" referrals than he. I drove past both offices ove

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 weekend and the differences of each practice's exterior were startling!

The visible dentist's exterior:

Well-manicured and landscaped yard with very colourful perennials.
L

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

rge colourful sign matched the building's exterior.

Bright and cheerfully inviting on an overcast winter day.

The invisible dentist's exterior:

Sparingly landscaped yard

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

Following aspects would a

with no flowering plants or colourful shrubs.

No sign whatsoever.

Dark and gloomy and a turn-off on an overcast winter day.

Closing a case begins with the incoming call

dd to the challenges in developing combination products:

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

r walk-in to make the initial consultation and continues when a patient drives in your parking lot. If the exterior looks rundown and poorly maintained, it sends a negative message to the patient

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

nd/or financially responsible party. So often, the interior of such an office is not as up-to-date if the exterior is not well maintained. Studies have proven this translates to a lack of confiden

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

e the patient places in the practitioner's skills and they are unlikely to pursue treatment. With this information, I know it is not I being 'picky' or attempting to generate business.

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

>If you own a small business where customers are on the premises, it is suggested you "clean up your act" from the exterior to the interior! If you are under the impression marketing is a cos

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

Professional from academic institutions, pharmaceutical industries, health care indust

t center, think again. Marketing is a revenue center, but sufficient budget and time must be allocated to succeed. Your dollars can be tracked to determine the return on your investment. You will

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

earn which elements are effective or ineffective.

The invisible dentist should begin with signage and landscaping. He would very likely generate enough walk-in traffic from those no longer drivin

.

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

by to pay for this much needed investment.

A word to the wise: Waste no time in the planning and implementation of a marketing plan for your practice. Marketing consultants specializing in promo

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

Companies that provide selfless information through particip

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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