Main Subject - Internet and Businesses Online

The Value of Social Networking from the Perspective of the University

It shouldn’t come as any surprise that the members of the graduating class of 2011 are more

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

technologically savvy than most admissions and recruitment officers. After all, most freshman-age students in the US—young adults that were born around 1990—have been around compu

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

Examples of combination products may in

ters all their lives.

Many college age students have been using social networking sites for some time now: Myspace with 130 million users, and Facebook with 12 million users. Towa

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

ds the end of 2006, in an attempt to capitalize on the direct interaction with prospective students that these social networking portals offer, colleges and universities began laun

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

ching marketing campaigns within these social networks. The results have been mixed.

In a cynical article entitled “Yada Yada Nada?” Robert Sevier makes a few interesting points t

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

Combination pro

hat go against using social networking sites in order to market on behalf of higher education:

Observation # 1: It's about quality, not quantity. Big numbers attract attention, bu

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

the reality is this: As a college or university, you are interested in only a very, very small percentage of that big number. The challenge, of course, is sifting out the small pe

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

rcentage of students and others that are interested in your message in a way that is effective and efficient. So far, no college has cracked the code. Observation #3: Members are v

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

ery wary of the encroachment of business into what they define as personal, literally “my,” space.

Observation #4: You cannot control content. Colleges love to control the content

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

of their messages. However, on social networking sites they cannot. In fact, many social networks are fueled by member-created content in which members opine, respond, and react to

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

the world around them.

Mr. Sevier’s points are valid, but the fact remains—and Sevier admits as much—that the amount of people that use social networking sites make “cracking the

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

Following aspects would a

code”, or coming up with an appealing way to market to prospective students within these social networks, extremely appealing.

The Value of Social Networking from a Stude

dd to the challenges in developing combination products:

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

t’s Perspective

Last week, the New York Times ran an article that described how a soon-to-be NYU freshman—Monique Yin—created the Facebook group “NYU 2011” with a short d

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

escription: “Join this group if you are attending NYU next fall.” As of last week, the group had over 650 members.

Monique isn’t alone in her endeavor, colleges and universities a

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

cross the country have similar “2011” groups—larger schools even have more than one. From a student’s perspective, the benefits of social networking are obvious: students have the

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

pportunity to meet other freshman before the first day of class, making the transition from high school to college less painful.

A Middle Ground?

The difficult

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

Professional from academic institutions, pharmaceutical industries, health care indust

part for colleges, as Sevier points out, is the fact that schools don’t have the ability to control the content that is displayed on these sites. To address this, some colleges hav

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

e come up with their own social networking sites that allow them to access and change content. On the one hand, this may seem like a win-win for colleges and universities, but on t

.

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

e other hand, students tend to stay away from controlled sites.

At this point it still isn’t possible to determine how and when colleges and universities will “crack the code” to

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

Companies that provide selfless information through particip

using social networking sites in order to market to prospective students. The fact that so many students use these sites, however, makes it certain that schools will keep on trying

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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Dear reader this article was developed to explain in pray fully simple, basic words and with a universal understanding of why one COE does not fit all, why there are varied COE's, and the important question as to why different approaches are taken in administration. And why we have supported APEX since its inception in 1999.

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