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I flew Business Class on one of the world’s largest airlines and found myself in a chair padded for pleasure.

This up-to-date seating boasts an impressive list of features: reclin

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

ing back with adjustable lumbar support, extended leg rest, electronic ‘rolling massage’, adjustable headrest with padded wings, two reading lights, a power point for laptop comput

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

Examples of combination products may in

ers, a telephone, Internet connection, special built-in pouch for personal effects, large video screen with 14 movie selections, 19 audio channels, and noise-canceling headphones.

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

I was so impressed, I decided to write some positive feedback for the airline on the spot. I asked the friendly cabin crew member for a ‘comment card’ and a pen.

She handed me a

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

pen from her pocket that read ‘Narita Tokyu Hotel’ and said she would look for a comment card, but wasn’t sure if there were any aboard.

She returned a few moments later and hande

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

Combination pro

d me an airline writing kit with three postcards, two envelopes, and two sheets of airline stationery in an attractive blue folder. And she confirmed there were no comment cards ab

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

oard.

I thought that was odd. Simple comment cards are cheap to print, easy to use, and fast to hand out and collect. The fancy writing kit costs the airline much more, yet it doe

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

sn’t help solicit customer feedback.

Stranger still was the pen: ‘Narita Tokyu Hotel’?

‘Don’t you have any airline pens?’ I asked.

She blushed and replied ‘No. We used to carry

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

them, but we don’t any more. But passengers still ask us for pens all the time, so we take extra ones from the hotels where we stay.’

‘Really?!’ I laughed. ‘The airline installed

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

these great new seats and hands out fancy writing kits, but doesn’t carry inexpensive plastic pens on board for passenger use?’

She grinned sheepishly and brought me a sample of w

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

hat the airline does provide for Business Class passengers who wish to write: a small golf pencil. About three inches long, these little blue pencils are sharp as a tack and emblaz

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

Following aspects would a

oned with the airline’s name and logo in white.

I am sitting in a world-class airline seat. I can get a classy, expensive writing kit just by asking. But if I seek a ballpoint pen

dd to the challenges in developing combination products:

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

, the airline gives me a tiny pencil made for golf.

A cost-savings effort was to blame. The cabin crew explained that too many passengers kept asking for the pens.

How penny fool

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

ish! When a Business Class customer takes an airline pen home, that airline’s name is seen every time the pen is used. An average pen lasts hundreds if not thousands of uses. In ad

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

vertising terms, that’s a lot of brand name impressions on the existing customer base.

But who gets all those valuable advertising impressions in this airline’s case? The ‘Narita

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

Tokyu Hotel’!

Well, not quite. Another hour into the flight the same cabin crew member came back with a shy request, ‘Excuse me, Mr. Kaufman. Can I have the pen back, please? Anot

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

Professional from academic institutions, pharmaceutical industries, health care indust

her passenger needs it…’

Key Learning Point
--------------------------------------------------------------------------------

Be sure your products keep pace

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

with industry improvements. Other airlines must take note of this airline's terrific seating. For long-haul flights in upper-class travel (where airline profits are made), seat en

.

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

hancements do make a difference. But don't neglect the little things that make a difference to your customers.

Action Steps
-------------------------------------------

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

Companies that provide selfless information through particip

-------------------------------------

Examine your product improvement budgets. Where are you spending? Where are you saving money? Will your customers notice the impact

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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