Main Subject - Business

Imagine for a moment that you manage the marketing activities for a relatively well-known, non-alcoholic drink. You’re competing for buyers’ attention at an upco

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

ming industry trade show. How can you take on Coca-Cola®, Pepsi®, Maxwell House Coffee®, Lipton Iced Tea®, 7 Up®, Gatorade® and all the other mammoth brands? The

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

Examples of combination products may in

y have huge booth spaces, monstrous marketing budgets and worldwide distribution.

Is there any hope for you?

Not if you try to compete on their turf. You simpl

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

y don’t have the resources available to you to make a difference. Your only hope is to battle them on the fields where you have a distinct advantage. Here is whe

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

e you can use your most effective combat weapons – creativity and imagination.

Because the big brands have so many resources at their disposal, they rarely rel

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

Combination pro

y on “thinking skills” (most small business owners don’t either because they’re too lazy). And that is precisely how you attack them and win.

Suppose your brand

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

on the trade show floor is Yoo-hoo®, the delicious chocolate drink. You don’t have name recognition like the big brands and you certainly don’t have their adver

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

ising budgets. To grab the attention of the attendees at the show, you decide to out-think the other guys.

As visitors approach your booth, you pop open a bottl

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

e, pour it into a specially designed boot-shaped cup, put a straw in it and serve a “Shoo-hoo”. You immediately put smiles on their faces and create a constant b

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

uzz on the show floor as everyone walks around drinking their “Shoo-hoo”. You’ve got thousands of walking billboards for your product. Great results for very lit

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

le money.

This is the essence of creativity.

Perhaps you're thinking….

”Well, that worked for those guys…but…

…I’m not in the beverage industry.

…I don’t ma

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

Following aspects would a

rket at trade shows.

…My product is a high-dollar item.

…I sell a service not a product.

…That just wouldn’t work for me.”

You’re missing the key point here.

dd to the challenges in developing combination products:

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

Don’t focus on the specific marketing technique and application. Think in terms of how you can morph the idea – tweak it, modify part of it, add to it, reverse

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

it, substitute something, combine a related idea, create something similar, use it in a different way, whatever.

In other words, what is your version of the “S

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

oo-hoo”?

Hopefully you can find a Shoo-hoo idea in the marketplace and adapt it as-is and run with it in one of your promotional campaigns. But ideally you shou

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

ldn’t focus on a singular idea, rather, arm yourself with a method of thinking that will allow you to solve marketing issues from a “conceptual” perspective.

Yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

u’ll achieve better and more profitable results when you pay attention to all the creative ideas that surround you, and develop your ability to strategically thi

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

k about solutions. Is there more to learn by discovering how someone else faced and solved an individual challenge? What can you adapt and gain from their experi

.

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

ence? Are there other and better ways to approach your individual situation?

There’s nothing wrong with morphing someone’s specific idea, but so much more to ga

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

Companies that provide selfless information through particip

in from the entire process.

So keep your creative antennae on full alert....always looking for the next great idea. And use it to grab your prospects’ attention

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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