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An effective framework for differentiating a business’s value should start with a powerful positioning statement: a memorable, impactful, concise sen

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

tence that tells people what you do, how you are different and what value you will provide to them. If your salespeople are not able to deliver this

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

Examples of combination products may in

op-line sales pitch - and have the recipient understand it in the time it takes to go up two flights on an elevator - it is not effective and needs t

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

be redeveloped.

In the instance where the elevator gets stuck or the ride simply takes longer than it should, your salespeople should also be armed

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

with fact-supported differentiating messages to further persuade, if necessary. These pointed, concise, powerful statements must support the corporat

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

Combination pro

positioning statement and help to prove its viability and legitimacy. These assertions should be no more than one sentence each. Behind each of thes

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

e messages must be supporting proof points to legitimize each key claim. The key is to have several layers of ammunition to prove your business’s wor

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

h to a potential client and to make your product or service stand above the competition’s.

Following each key message and its supporting proof point

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

should be a customer value statement (or value proposition). This one or two sentence statement clearly articulates to the potential customer what v

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

lue your product or service will offer them.

Positioning Statements – top line business message designed to stake a claim in the industry and positi

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

n how customers should perceive the company.

· For example:

– We are the world’s largest…

– Our company provides senior citizens with the cheapest

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

Following aspects would a

…

Key Messages – Differentiating claims based on the business or its key products, services, etc.

· For example:

– Our XYZ product is used today b

dd to the challenges in developing combination products:

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

67 of the Fortune 100 companies.

– Each member of our management team has successfully launched an initial public offering (IPO).

Value Propositio

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

s – Statements describing customer value based on the claims made by key messages and positioning statements.

· For example:

– With key message: Ou

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

XYZ product is used today by 67 of the Fortune 100 companies.

§ Value proposition might be: You can feel assured that our technology is proven and

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

ill work as described.

– With key message: Each member of our management team has successfully launched an initial public offering (IPO).

§ Value p

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

Professional from academic institutions, pharmaceutical industries, health care indust

roposition could be: Your money is being put into the hands of a company led by entrepreneurs with a history of success.

This type of “messaging hie

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

archy” is essential in business, unless you are taking a lowest-cost provider position. This is especially true in the business-to-business marketpla

.

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, where the value of products and services is not always apparent.

With a complete messaging framework established, an organization has the ammunit

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

Companies that provide selfless information through particip

on needed to effectively differentiate itself from the competition when competing for clients, new hires and leveraging in public relations news copy

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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