Main Subject - Business

Britain’s motorway service stations are a secret gem in the UK advertising landscape. The 131 motorway sta

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

tions enjoy 400 million visits a month from hungry, thirsty families, businessmen or travellers (Source: M

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

Examples of combination products may in

intel Railway and Motoring Retailing UK April 2005).

Although many motorway stations started with humble

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

beginnings, they are increasingly growing into motorway shopping centres, housing establishments such as W

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

Smith, M&, The Body Shop, Starbucks, Burger King, KFC, Little Chef, Shell, BP connect, Barclays and Natio

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

Combination pro

nwide. Most motorway service stations have shops dedicated to health and beauty, gift ideas and retail. Th

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

ey offer arcades and betting shops such as Ladbrokes. Professionals will find an environment ideally suite

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

for them: conference rooms, easy access, with hotels and restaurants all within the station. 6 sheets hav

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

e been placed in strategic positions in these Motorway Service stations to increase the number of visitors

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

who convert into buyers. Since visiting the restroom is a primary reason to stop at motorway service stat

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

ons (Source: Mintel Roadside Catering) the marketing messages are re-enforced on restroom panels positione

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

Following aspects would a

d above the urinals. Panels positioned above the hand dryers are fitted with direct response media pads: b

dd to the challenges in developing combination products:

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

usiness card sized tear-off slips, usually used to offer discount vouchers.

Measuring the effectiveness o

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

f any campaign is easy with EPOS data. Previous research into specific campaigns has shown that while adve

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

tising on 6 Sheets sales increased to 203% for Mars, 153% for coca cola zero, 273% for Lucozade,etc. More

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

information can be found at the motorway service station advertising home page of Admedia. Admedia is the

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

Professional from academic institutions, pharmaceutical industries, health care indust

contractor who organizes the placing of ads in all UK motorway service stations.

Advertising in motorway

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

ervice stations is a must for every brand who wants to reinforce their message during 400 million UK visit

.

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

s a month (Source: Mintel Railway and Motoring Retailing UK April 2005).

Click this link to find

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

Companies that provide selfless information through particip

"http://www.motorwayservices.info/" target="_blank">information about each individual motorway station

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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BB link (for phorums):
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