Main Subject - Internet and Businesses Online

This is a controversial topic among marketers. There have been numerous artic

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

les, forum threads and numerous other items published that strongly advocate

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

Examples of combination products may in

ong copy to enhance profitability. Some advocated copy as long as 100 pages.

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

hort copy also has its supporters. There is also a segment that says it depe

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

nds on who you are selling to and what you are selling.

A recent study was c

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

Combination pro

nducted to determine the facts. A list of sites was divided in two lists. Pro

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

itable sites were determined by the fact that they had the same paid advertis

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

ement run for over 6 months. A site was deemed unprofitable if it had paid ad

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

promoting it that were changed or terminated within one month.

The next ste

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

was to print the landing pages for each of these sites and count the number

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

f pages. The results tended to support short copy as the profitable sites ave

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

Following aspects would a

raged 1.8 printed pages versus the less profitable/non-profitable sites which

dd to the challenges in developing combination products:

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

averaged 2.0 printed pages.

The market served was also considered. The sites

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

were divided into 12 separate generic markets and the variability was examine

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

d. There was no statistically significant difference in page length among 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 markets. Profitable sites tended to have a shorter landing pages in all 12

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

Professional from academic institutions, pharmaceutical industries, health care indust

markets.

The study also revealed that less than 2% of all the sales pages e

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

xamined were longer than 5 printed pages.

The results of this study tend to

.

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

upport shorter copy length. The results also support not having a sales lette

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

Companies that provide selfless information through particip

longer than 5 pages. Like anything in marketing, test to see what works best

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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