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The beginning of a new calendar or fiscal year is a great time to use thos

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

e good intentions we have about new beginnings and jump-start our marketin

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

Examples of combination products may in

efforts. So, using a strategic thinking approach, here are ten (10) stra

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

egic marketing actions to ensure success in your new year.

Strategic Acti

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

n #1: Clearly define your strategic focus and marketing vision for you

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

Combination pro

business.

Strategic Action #2: Develop an Integrated Marketing Communic

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

tions Plan that incorporates and integrates key strategies for advertising

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

marketing and public relations.

Strategic Action #3: Clearly define you

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

target market(s).

Strategic Action #4: Clearly define your marketing ob

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

ectives and strategies.

Strategic Action #5: Develop a strong positionin

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

statement and compelling message and offer to your target market(s).

Str

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

Following aspects would a

tegic Action #6: Develop an effective contact management system to help a

dd to the challenges in developing combination products:

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

hieve Top Of Mind Awareness.

Strategic Action #7: Develop & implement a

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

ystem to evaluate your marketing efforts.

Strategic Action #8: Incorpora

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

e the use of technology into your marketing efforts to be more productive

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

nd more effective.

Strategic Action #9: Use the power of referrals as pa

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

Professional from academic institutions, pharmaceutical industries, health care indust

t of your marketing efforts.

Strategic Action #10: Seek advice from a kno

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

ledgeable and trusted marketing advisor or consultant.

Ten Strategic Mark

.

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

ting Actions To Ensure Success In Your New Year By: J. Glenn Ebersole, J

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

Companies that provide selfless information through particip

., Chief Executive of J. G. Ebersole Associates and The Renaissance Group

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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