Main Subject - Business

Permission marketing can be broadly defined as " Taking permission from potential consume

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

rs before sending them an advertisement about your product". By giving an option to a pot

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

Examples of combination products may in

ential consumer, to agree to gain information about your product, the marketer has the ad

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

antage of using his resources to target only interested entities.

Some excerpts from S

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

eth Godin's views on permission marketing-

The biggest problem with mass-market adver

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

Combination pro

tising, Godin says, is that it fights for people's attention by interrupting them. A 30-s

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

cond spot interrupts a "Seinfeld" episode. A telemarketing call interrupts a family dinne

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

r. A print ad interrupts this article. "The interruption model is extremely effective whe

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

n there's not an overflow of interruptions," Godin says. "But there's too much going on i

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

our lives for us to enjoy being interrupted anymore."

The new model, he argues, is buil

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

t around permission. The challenge for marketers is to persuade consumers to volunteer at

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

Following aspects would a

tention - to "raise their hands" (one of Godin's favorite phrases) - to agree to learn mo

dd to the challenges in developing combination products:

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

e about a company and its products. "Permission marketing turns strangers into friends an

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

d friends into loyal customers," he says. "It's not just about entertainment - it's about

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

education."

By using this 'personal marketing orientation' technique of marketing o

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

a one-to-one basis,marketers end up with consumers who pay more attention to the marketi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng message.With 'product innovations' and customisation being the new buzzwords, one-to-o

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

ne marketing clubbed with permission marketing is the marketing tool for success.

As the

.

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

consumer volunteers to being marketed to, the marketer gets his unbridled attention and t

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

Companies that provide selfless information through particip

he chances of success are more...

Vandana Ahuja is a consultant with JILIT, India

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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Main Subject - The concept of Permission Marketing

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