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When taking a road trip to a new destination, smart travelers invest preparation time to identify the best route, make note of rest stops, research hotels and restaurants that satisfy their needs and budgets, check

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

weather conditions, and so on. In other words, they have a thoughtfully developed plan before they go.

Their plan may change along the way based on opportunities or circumstances beyond their control. Yet, they ar

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

Examples of combination products may in

equipped to effectively handle the unforeseen and make the most of their situation.

For marketing achievement, you’ve got to have a road map to reach your destination. A carefully researched and developed plan, w

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

th quantifiable objectives and measurement systems, is essential to success. Without a plan, you won’t know how to get where you want to go -- and you may not even know when you’ve arrived.

To help with your plann

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

ng process, here are the essential elements that every marketing plan should have. The more detail you provide in your plan, the greater precision in your execution. And that leads to better outcomes.

EXECUTIVE SU

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

Combination pro

MARY

Think of this section as the “cliff-note” version of your plan with emphasis on strategies designed to meet your objectives. Write this section as the last thing you do before plan completion.

OBJECTIVES

Ea

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

h objective needs to be specific and measurable based on the mission and goals of your organization. Here are some examples of quantifiable objectives and how success is measured.

Increase gross sales

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

y $450,000 by June 30, representing a 10% increase over prior year. (Measurement: June 30 sales reports)

Achieve a customer retention rate of 80% by year end. (Measurement: Customer retention reports)

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

rease awareness and recall by 5 points among three target audience segments. (Measurement: Monthly customer awareness research)

SITUATION ANALYSIS

This section discusses your organization and the environme

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

t or marketplace in which you compete. It should include the following.

Background on your organization and product, mission, descriptions of current product and/or services, performance results, market

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

share, strategic alliances, etc.

Current and future competition with information on proven and forecasted impact

How you are perceived by your customers relative to the competition

Current custom

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

Following aspects would a

er information (i.e. number, description, spending levels, motivations, etc.)

A list of your strengths, weakness, opportunities and threats (also referred to as a SWOT analysis)

TARGET AUDIENCES

Full

dd to the challenges in developing combination products:

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

understanding your new and existing customers – and their needs and desires – is at the core of every successful marketing plan. For each target audience, detail in your plan demographic information, buying behavi

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

r, motivation, price sensitivities and other pertinent information related to your product or service.

This section provides the high level strategic view or approach you will use to achieve your objectives. Be su

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

e to include specific information on:

Product or Service Strategies -- including changes and enhancements
Pricing Strategies – detailed by target audiences and competitors
Distribution Strat

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

gies – channels or methods by which you deliver and make your product available to your customers

Marketing Strategies – your approach to communicating and getting the message heard by your target audiences

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

Professional from academic institutions, pharmaceutical industries, health care indust

MARKETING ACTIONS

This section drills down to specific initiatives that relate to your marketing strategies. For example, you will want to include details on marketing methods (i.e. web, print and broadcast

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

advertising, public relations, promotions, telemarketing, direct sales, referral programs, partnership programs, etc.), timing, budgets, and other key information that relates to the implementation of each action s

.

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

ep that supports each strategy.

OTHER INFORMATION

You may want to add an appendix or other categories to your plan for key information that adds value to your plan document. For example:

Short and lon

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

Companies that provide selfless information through particip

-term financial projections

Calendar of action steps

Research data that supports your strategies

Organizational charts

List of suppliers or vendors that will support your initiatives

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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