Main Subject - Business

A lot of businesses advertise, but I often wonder if some of them know why they are

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

doing it. Take the time to look around this week, as you do your grocery shopping

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

Examples of combination products may in

, run the kids to hockey practice, and whatever else you do. Who is advertising in

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

your area, and how? If you really pay attention, you’ll see some advertising done

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

so badly it may as well not even be there at all. If you had to look to find it,

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

Combination pro

or force yourself to read it, it’s probably ineffective.

Here are the top 3 reason

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

s to advertise
• Awareness
• Differentiation
• Image

Awareness is p

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

robably the most important reason to advertise. If people don’t know who you are,

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

what you do, or what your services are, then you aren’t going to have very many cus

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

tomers. You have to let people know that you are out there.

Differentiation. Wha

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

t makes you different from the guy down the street providing similar services or se

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

Following aspects would a

lling the same product? You have to work at motivating people to come to you, do 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 with you, rather than the competition. Show people the difference between

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

your product/service and what the competition has on offer; give them a reason to c

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

ome to you and to return later on.

The final reason is image. People want to do b

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

usiness with companies that they know and trust. Image is how others see your comp

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

Professional from academic institutions, pharmaceutical industries, health care indust

any, its products and/or services. Without a positive image, the previous two reas

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

ons to advertise don’t matter all that much.

Keep these reasons in mind when creat

.

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

ing copy for your business and get the most for your advertising dollar. Better ye

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

Companies that provide selfless information through particip

t, hire a professional. They can get you noticed, and get you the results you want

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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Companies think if they got to now about their customer once, they do not have followed on them in future to get more selling and leadership. They become complacent. Read how these factors affect the bottom line of these businesses.

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