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Every year we start seeing all the articles about what the new year will hold. Everything from polit

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

ics to marketing is dissected and forecast. I like to take advantage of trends as much as anyone but

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

Examples of combination products may in

you can’t let the new blind you to the tried-and-true.

You may be considering adding podcasts, blog

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

and local search to your marketing matrix and that is fine, if you strategically think through how

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

hey fit with your business and your audiences.

Blogging and podcasting are great tactics, but if yo

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

Combination pro

r website has no traffic they are a waste of time, effort and resources.

Let’s get back to fundamen

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

als. I’ve had clients who were so ADD they couldn’t sit still long enough to even think about who th

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

ir best customer is. However, they got so excited about new marketing ideas that they just had to tr

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

them. Never mind that those tactics didn’t make sense for their business.

If you don’t know who yo

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

r customer is, don’t bother spending money on marketing. That would be a colossal waste.

Ask and an

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

wer the fundamental questions before you go spending marketing money willy-nilly. How many audience

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

Following aspects would a

egments do you have? Who is your best customer in each? What is your best customer’s age, employment

dd to the challenges in developing combination products:

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

sex, and marital status? Do they have kids? What are their media habits? What attitudes or values a

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

fect their buying habits?

If your customer buys for business, what is her title? Is she the final d

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

cision-maker or is the decision made jointly? Who influences the sale? What industry associations do

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

your customers join? Do they go to trade shows? Which ones?

The more you know about the customer, t

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

Professional from academic institutions, pharmaceutical industries, health care indust

e easier it is for your creatives to develop relevant, original and impactful messages, and to deter

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

ine the best ways and vehicles through which to disseminate your messages.

While doing this hard wo

.

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

k may not be as much fun as podcasting, it is infinitely more important to your bottom line. And as

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

Companies that provide selfless information through particip

y friend ad agency consultant Joe Grant says, the number one rule of business is to stay in business

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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Knowing what to expect in an interview is half the battle. Arm yourself with knowledge.

You will not always get feedback after an interview that explains why you did not get the job. Often, companies will simply tell you they hired someone else without explaining where you fell short. Even when you think you did well during an interview, there may have been things you did wrong that you might not even be aware of. Are you doing everything you can to win the interview?

It's common knowledge that most small businesses fail within 5 years. These statistics are mindblowingly depressing for people looking to start up a new venture. So what goes wrong? No-one starts out...

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