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We must change the way we think about marketing, it is no longer, if it has ever been, business-to-consumer but consumer-to-consumer.

This means recognizi

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

ng that your most important relationship is not between the company and the brand and any given consumer, but between the latter and other individuals.

Wh

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

Examples of combination products may in

t happens in real life is what matters to or between them.

Marketers should focus on creating social meaning and social utility-things that help real worl

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

social interaction or support the group’s interests-rather than forcing meaning on individuals through brain washing or bribery.

Products or services cou

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

d be devised to be interesting enough to become talked about in the first place.

The first change in the way we think about media, must be a major shift a

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

Combination pro

ay from thinking about media as ‘channels’ down which we tip messages and information.

Only in so far as they serve and help advertisers access and harnes

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 power of the social networks that lie behind them.

Incidentally, an interesting piece of research has just emerged which confirms what I have long su

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

spected, whilst, at the same time, going along with my suspicion about the creative ego and the use of very high priced Hollywood directors!

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

starring high profile celebrities such as David Beckham and Jamie Oliver do not sell products as well as those featuring every day people, new research su

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

gested.

A study by the University of Bath and the University of St Gallen in Switzerland, found that ordinary members of the public are more effective in

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

elling products than super stars paid millions to endorse them. That’s because people are more worried about keeping up with the Jones’s than the rich and

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

Following aspects would a

amous!

Never-the-less we guarantee that those Advertising Agencies will keep on using highly paid Hollywood movie directors as well as using the rich and

dd to the challenges in developing combination products:

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

amous as models…there goes millions more of the poor old clients budget…again…again…again!

All I will say is this, use Interactive Programmes, properly ex

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

cuted, and you will not have to spend money on Hollywood Directors or, for that matter, the likes of David Beckham etc.

So the next time your Advertising

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

Agency comes with their invoice, go through it with a fine toothcomb and delete the name(s) David Beckham, or whomever. Then check out who the director is,

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

if he’s Hollywood, strike him out as well…we guarantee that you’ll be surprised at how much you can save.

Then half your budget and start using Interactiv

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

Professional from academic institutions, pharmaceutical industries, health care indust

Marketing programmes, again, you’ll be surprised at the positive results at a fraction of your normal advertising costs! With Interactive Marketing Commu

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

ication you don’t have expensive, unnecessary add-ons!

With Interactive Marketing Communication you don’t have wasteful coupons!

With Interactive Marketi

.

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

g Communication you don’t have wasteful promotional activity!

With Interactive Marketing Communication you don’t have David Beckhams!

With Interactive Ma

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

Companies that provide selfless information through particip

keting Communication you don’t have expensive Hollywood movie Directors!

With Interactive Marketing Communications you do have sales and increased profits

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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