Main Subject - Business

There is a measurable difference in the world of writing between fairy tales and folklore. Folklore is defined as a set of widely held beliefs that are generally

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

false but have their roots in the truth, while fairy tales are a genre that deals specifically with unrealistic and totally imaginary scenarios and characters.

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

Examples of combination products may in

olklore, although usually starting out with some basis in truth is passed along from generation to generation, with a focus on exaggeration, and a folklore, somet

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

mes called a folk tale, can become almost similar to a fairy tale by the time it's told several times through several generations. Once this happens, a folk tale

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

sometimes will be called a 'tall tale.'

This type of 'tale telling' is apparent many times in the world of marketing. Although some facts exist, as facts are r

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

Combination pro

plicated millions of times over, they take on a folklore-type flavor, and the grain of truth to be had, or the lesson that should be learned, is lost in the exagg

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

ration and the presentation of the marketing principles.

A good analogy is a folk tale that started becoming popular somewhere back in the 1990's. It was passed

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

around almost religiously as a 'fact' on dating sites and in guides for single men on 'how' to find a 'reliable single woman.' It's very hard to trace the roots

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

of this particular folk tale, but in essence, it encouraged single men to try and strike up conversations with women in supermarkets. This tale implied that more

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

women congregated, and would be willing to answer questions or make small talk about the weather, life in general, etc. while doing their shopping.

Well, that's

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

eally a wide generalization at best. Just go to a supermarket and watch the women, especially single women with a few children. Supermarket shopping for many wo

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

Following aspects would a

men is a test of 'how to make the most of the budget while counting calories, and pleasing everyone in the family.' Now 'where', does talking about the weather, a

dd to the challenges in developing combination products:

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

d other 'niceties' come into play there?

If the truth is to be known, most single women are stressed out in a supermarket, especially if they have their kids in

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

ow. They are trying to find the best deals, while poking, prodding, and viewing the supermarket offerings. Then along come these hapless men, following the bad

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

folklore advice they've taken to heart, and they try to strike up a conversation with a woman, who for all intents and purposes, is only concerned with the fact t

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

at these men are blocking their view of the produce.

Marketing is a lot like this. While many truths exist, as marketers, we have to sift through these in order

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

Professional from academic institutions, pharmaceutical industries, health care indust

to get to the gist of the materials. We can find our views of the marketing principles blocked by well-meaning individuals that are themselves a victim of 'tall

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

tales.' Others can truly believe in marketing folk tales and we ourselves can become swept along, leaving our own intuition in the dust.

Getting beyond the mark

.

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

ting folk tales and to the 'meat' of the principles, means proceeding slowly and using your own judgment when faced with advice and marketing materials you may or

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

Companies that provide selfless information through particip

may not have purchased.

After all, you can only find the good 'potatoes' if you 'dig' through the entire basket. Any good supermarket shopper will tell you that

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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