Main Subject - Business

January 30th, 2007

A recent online study by Deloitte and Touche uncovered that two thirds of stor

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

e visits during the 2006 holiday season were not influenced by holiday advertising. It turns out t

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

Examples of combination products may in

hat most consumers picked stores because of their pre-existing familiarity with the stores and the

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

stores locations. Additionally, the products purchased were researched on the internet.

This mean

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

s that all the money spent during holiday season for print , radio, and TV advertising was largely

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

Combination pro

wasted. As I read the Los Angeles Times on Sunday morning, I was again reminded how much money is

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

wasted on print advertising; I think I threw away about ten pounds of unread advertising. And, I d

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

id not even look at one of them.

So, why do the retail giants waste all this money? I think mostl

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

it is because they have been well-trained by the giant advertising firms. The retailers are budge

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

ted to spend this money and the spending is institutionalized. They do it because it is the thing

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

o do, or so it seems.

Consumer shopping behavior is less and less impacted by traditional adverti

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

Following aspects would a

sing methods. A cataclysmic shift occurred with consumers in the last year or so with use of searc

dd to the challenges in developing combination products:

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

h marketing on the internet. More and more buyers are “pre-shopping” with search engines making th

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

m the most informed shopper ever. After doing exhaustive research on the web they visit stores to

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

kick the tires. After viewing the products in-person, it is then a matter of price and delivery. T

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 retail store is played against the internet retailer: lowest price and availability wins.

Retur

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

Professional from academic institutions, pharmaceutical industries, health care indust

ning to the ineffectiveness of traditional advertising, the fix seems simple. The retailers need t

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

o increase their internet marketing budgets for search engine optimization, internet advertising,

.

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

nd viral marketing. To quote the giant retailer Sears, “where America shops” is now on the interne

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

Companies that provide selfless information through particip

t.

Oh yeah, one more thing: cut the budget for traditional advertising. It does not work any more

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 - Traditional Retail Advertising is Ineffective

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