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Let me ask you a very simple question: What does Perry Marshall do?

Answer: Google Adwords. Now, that’s simplifyi

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 things a bit, but that’s just a result of how far Perry has gone to brand himself as THE Adwords Guru.

The firs

; 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 thing you should notice when visiting Perry's home page is the name of his book. It isn’t “A Really Nice Guide 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.

Google Adwords” or “Uncle Perry’s Guide to Google Adwords” or anything of the sort. It’s “The Definitive Guide to

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

Google Adwords,” thank you very much! His bold title immediately announces to his visitors that he isn't messing

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

Combination pro

round, and clearly shows that he wishes to position himself as a prominent expert in his field.

Anyone can come up

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

with a killer title though, so Perry has to back up his boldness with some meat. There are several ways he can ac

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

complish that. One is through the material that is actually contained within his book, which is certainly top notc

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

. To get his visitors to actually purchase his book and get to the point of reading it, however, he has to make a

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

convincing presentation. One powerful aspect of his sales page is the glowing testimonials he has gathered from in

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

ustry leaders and satisfied clients. The fact that prominent names in his field such as Joe Vitale and Jonothan Mi

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

Following aspects would a

zel have offered their written testimonials helps reinforce Perry's central message.

The reason having several tes

dd to the challenges in developing combination products:

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

timonials works comes down to basic psychology. It represents a kind of social proof, that feeling that if other p

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

ople like it, we’ll probably like it too. This is a simple idea, but it is extremely important and can be easily i

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

mplemented by increasing the elements of ‘social proof’ in your advertising and sales copy.

Ewen Chia, another pro

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

inent internet marketer, has a unique use of testimonials that I found to be quite impressive. He distributes what

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

Professional from academic institutions, pharmaceutical industries, health care indust

he calls his Big Book of Proof, an entire 46-page book containing only stories told in the words of Ewen’s custome

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

rs how his services have changed their businesses and lives. Now that’s a testimonial!

Very few marketers use th

.

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

se techniques to their full advantage, which opens up a great opportunity to separate yourself from the field. If

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

Companies that provide selfless information through particip

your competition isn't using this powerful business tool, then even just one testimonial will give you an advantage

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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