Main Subject - Business

Ever use someone else to get your message out?

For example, big, multi-location companies sometimes make important announcements through local plant or offi

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

ce managers, rather than at head office. Another example: advocacy groups that ask their members to individually write or call politicians.

Both examples il

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

Examples of combination products may in

ustrate what's called a two-step communication strategy - getting extra mileage out of communication by selectively using other people to pass on messages.

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

t's so common we often don't think of it as a distinct strategy. But, it is, and offers many benefits, including: borrowed legitimacy, extended networks, spe

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

edy distribution, and unofficial status. Let's review those benefits in more detail, and as we do so, ask yourself how you could apply them.

Borrowed legiti

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

Combination pro

acy: The example of the advocacy group illustrates how you can use third parties (in this case individual voters/members) to give greater credence to a messa

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.

It also explains the testimonials you see and hear in advertising. And, book publishers commonly use several forms of two-step communication, including t

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

estimonials, prefaces by well-known or well-respected persons, and book reviews.

In your workplace, some people probably have more influence than others. If

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

you send out a message to the people with influence and ask them to pass it on to others in the organization, the message may carry more weight.

If you're a

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

sales person, you know the value of referrals. Again, this applies the two-step process to borrow legitimacy.

Extended networks: The two-step process can ex

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

end personal reach. It's like an old-boys' network that allows us to greatly expand the number of people we 'know'.

Some publishers of free electronic newsl

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

Following aspects would a

etters ask subscribers to pass on copies to friends and colleagues. It's a way for publishers to reach potential subscribers, with an implied or explicit end

dd to the challenges in developing combination products:

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

rsement.

Speed of distribution: Some messages can't be sent out in mass, they need to be delivered individually and personally, but still need to go out qui

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

kly. The two-step process can do that.

For example, some associations use phoning trees. Simply sending written notices of meetings may not be enough to get

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

a good turnout. So, one person phones three other members, and those members each phone three other members and so on. If everyone cooperates, phone trees a

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

e very effective (in my experience, though, 'if' is the key word here).

Unofficial status: Sometimes, organizations use what politicians call trial balloons

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

Professional from academic institutions, pharmaceutical industries, health care indust

which is to say, they want reaction to an initiative before officially announcing it.

For example, a politician might test the feasibility of an idea by le

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

aking it to the media. If a news story refers to 'unnamed sources,' you may be seeing the two-step strategy at work. It allows the politician to get a readin

.

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

on the public's mood without making a commitment.

In summary, the two-step process refers to the idea of using third parties to pass on important messages.

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

Companies that provide selfless information through particip

Conscious, creative use of the process can extend your reach and give your message more impact. That makes it a useful addition to your communication toolbox

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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