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Deciding the product policy is the main task in product development processes. What pr

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

oducts should the company make? Where exactly are these products to be offered? What 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

rket, or market segment should it be offered in? What should be the relationship among

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

the various members of a product line? What should be the width of the product mix? H

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

w many different product lines can the company accommodate? How should the products be

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

Combination pro

positioned in the market? What should be the brand policy? Should there be individual

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

brands, family brands and/or multiple brands? Can a product be left to middleman’s bra

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

ding? Answers to these questions will constitute the product policy of a firm.

A grow

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

ing business has to undertake a constant appraisal of its existing product line. No pr

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

duct lasts forever, and no product lines are perfect forever. Changes in the business

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

nvironment, changes in customer tastes and preferences and the extent of competition a

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

Following aspects would a

ll exercise some pressure on the product policy of a firm. A product might have lost i

dd to the challenges in developing combination products:

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

s marketable image, be facing the threat of functional obsolescence, lost its profitab

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

ility, be poor in quality or simply served its purpose and is on the decline.

The tec

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

niques employed by firms to render their product or brand distinct and different from

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

he competing brands, is termed product differentiation. Differentiation can be based o

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

Professional from academic institutions, pharmaceutical industries, health care indust

n product, channel and promotion. Product, however, lends the maximum scope for differ

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

ntiation. The aim of a product differentiation strategy is to endow the company’s prod

.

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

uct with certain real differences compared with other competing brands. And the main r

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

Companies that provide selfless information through particip

quirement is that the consumers must perceive the product as different in some respect

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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