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The most common mistake that many marketers do is to create a front-end product (ebook, free

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

report, etc.) without any thought for what the backend is going to be (backend products in

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

Examples of combination products may in

lude coaching, mentoring, workshops, home study courses, etc.). This is a major mistake beca

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

se the sale of a single backend product can be 5 to as much 100 times what the same of the

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

ront-end product is.

This is unfortunate because without little planning, this can be avoid

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

Combination pro

d. A common misconception is that the backend has to be _completed_ before the launch of the

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

front-end product. In many cases, the backend can be available and presold. By preselling,

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

you then know that there's demand for it.

Compare these 2 examples. Marketer #1 creates an

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

19.95 eBook and then simply thanks the customer. He then goes off and spends 4-6 months cre

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

ting the backend and he then comes back to sell to the customer. By this time, the customer

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

will have cooled off already because if he were interested, he most likely would have bought

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

Following aspects would a

from another vendor already.

Marketer #2, on the other hand, has the backend available fo

dd to the challenges in developing combination products:

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

sale but has not completed it. On the thank you page, he offers the customer a chance to bu

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

the backend (priced at 5-10 times the front-end product) and explains that there is a sign

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

ficant discount because this is the first release. By doing this one step differently, Marke

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

er #2 can easily double what Marketer #1 would make with the same number of front-end sales

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

Professional from academic institutions, pharmaceutical industries, health care indust

, even at only a 5% conversion to the backend.

In addition, a person that buys both the fro

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

t-end and backend product is many times more likely to buy more products from you in the fu

.

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

ure because he's already demonstrated repeat sales in the same transaction.

The lesson is t

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

Companies that provide selfless information through particip

is: focus on your backend first and then create front-end products to feed the backend sales

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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