Main Subject - Business

During a recent holiday break the family and I went to a great hotel near Mombasa in Kenya. With 4 young kids the attraction was that the facil

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

ities were all-inclusive so constant requests for ice-creams etc were not a problem! So what was so great about it?

Well I’m always on the loo

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

Examples of combination products may in

k out for examples of great and poor business models and ideas, so here’s the key thing that stood out … the huge number of people who had been

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

there before. One couple I spoke to had been there for the last seven years in a row with their children.

For the hotel and any other busines

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

getting repeat customers like this is akin to striking gold – no marketing or recruitment costs – just pure profit. And no doubt their clients

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

Combination pro

spread the word amongst their friends so again no marketing cost for the hotel.

What was this hotel doing right that you can apply to your bu

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

siness to encourage repeat business?

1. It’s a very child-friendly hotel - leave your kids at the Kids Club which had activities all day. They

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

have spotted that family-oriented hotels will always have an edge, so they built the business and customer experience around that idea. They h

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

ve spotted a niche and do everything they can to satisfy that market. Result? My kids loved it so much it’s clear that this is the only place t

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

hey want to go. The hotel has done its job!

2. They make it feel like home – as we drove through the hotel gates the driver who picked us up f

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

rom the airport said ‘Welcome home!’ Just think, even the lowly driver knew that the hotel’s philosophy is to make sure everyone feels they bel

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

Following aspects would a

ong to a big family. How good are your employees at passing on your core message or values?

3. Staff recognized and warmly greeted repeaters –

dd to the challenges in developing combination products:

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

in many cases staff clearly knew people’s names and as a minimum recognized faces. They treated these people as long lost friends. How do your

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

employees treat regular clients? Warmly or with indifference?

4. They create a feeling of community – repeat clients get tee-shirts with the h

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

otel name and year printed on it and people wore them with pride. Not my personal taste but it clearly made most people feel very happy. The ch

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

ildren were not forgotten either. Every activity they took part in at the Kids Club was rewarded with a points voucher which could be redeemed

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

Professional from academic institutions, pharmaceutical industries, health care indust

t the hotel shop. Do you give gifts to repeat customers by way of a thank you?

5. They reward repeaters with a 10% discount – a great way to e

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

ncourage people to come back and another way of saying ‘thanks for your business’. Do you offer repeat business discounts?

6. And finally, all

.

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

backed up with great food and great service.

These are all simple things which you can introduce very quickly to any business. Getting repeat

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

Companies that provide selfless information through particip

business is a powerful way to boost sales and profits so starting thinking about how you can encourage customers to become life-long customers

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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Package design is not decoration. Did you know that 80 percent of all purchasing decisions are made in-store? As traditional media is being revolutionized right before our eyes, your packaging will most likely be the first introduction a consumer has to your product and we all know how important first impressions are. Your package is a valuable asset that can make or break the sale of your item and should be considered as important as the item itself. There are 4 key attributes to ensure a successful package design.

Think all the great business ideas are dead? Think again. As long as there are people buying there are limitless opportunities for a clever-minded entrepreneur.

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