Main Subject - Business

Effective marketing of software solutions requires an understanding of buyer persona and needs. This needs to be incorporated as the basis for devel

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

oping a business development strategy to effectively position the solution and focus the sales effort on the right segment of sales prospects.

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

leads generation process needs to be conducted in a way that it reaches out to the right audience and intrigues the prospect, the right way. The lea

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

ds qualification needs to be adequately informed of the product usage and be able trigger sales engagement on real prospects. As an underlying capab

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

ility to all business development and marketing efforts, it is very important to clearly articulate what the software solution does for the customer

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

Combination pro

rather than relying on feature/functionality benefits.

This subtle and often-overlooked distinction is difficult to put into practice since intern

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

al marketing programs and strategy tend to promote the product instead of reflecting on product usage. Organizations struggle to get this messaging

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

nd program strategy aligned with the customer needs due to the following reasons:

Feature functionality and not customer focused: product ma

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

nagement strategy tends to focus heavily on a feature functionality approach without taking the effort to approach this from a customer needs perspe

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

ctive. This results in product collateral that rarely interests a customer to invest in the software

Expensive: Most small and medium softwa

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

re enterprises find it expensive to maintain dedicated resources for Product Management, Product Marketing and Marketing Communications. Internal re

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

Following aspects would a

sources end up playing multiple roles which results in poor quality of collateral in terms of ability to relate to the potential user

Scattered

dd to the challenges in developing combination products:

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

Solution Expertise: In many cases, expertise around actual product usage may lie, not within the product management and marketing teams, but wit

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

h resources from other teams like development or support. The inputs across these teams are usually not captured and integrated into the overall mar

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

eting strategy

Disconnect between Sales and Marketing: The Sales and Marketing teams end up creating their own solution positioning collater

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

al which may often miss the point on how the software needs to be sold to a prospect.

Software companies stand to gain significant benefits by outs

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

Professional from academic institutions, pharmaceutical industries, health care indust

ourcing their product marketing, leads generation and leads qualification activities. Outsourced product marketing services ensures that organizatio

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

ns obtain significant benefits across two categories:

1. Cost savings
2. Increased quality and accuracy of sales enablement activities

Furthe

.

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

rmore, organizations can continue to scale on their marketing activities without increasing their headcount on a permanent basis. Companies can focu

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

Companies that provide selfless information through particip

s on targeted Marketing Communications activities and completely outsource all their Product and Solution Marketing collateral to external providers

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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