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Marketing is a subject that's very often misunderstood by many of us who are not directly involved in it. There are many misconceptions around what marketing tea

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

ms do, especially in relation to the art of selling. There are, however, some key things to understand that can help clear up this confusion considerably and wil

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

Examples of combination products may in

help in your every day understanding of what marketing and marketeers are actually all about and what they're trying to achieve.

1. Marketing is not sales.

Sal

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

s is the specific skill or act of closing a deal or brokering a customer's commitment to enter into a deal or make a purchase. The skillset for sales people can

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

e considerably different from that of the marketeer, although a good appreciation of each discipline will help both the seller and the marketeer in their respecti

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

Combination pro

e roles.

2. Marketing is more about branding and profiling.

The marketeer will know how to build a successful brand image and how to raise the profile of a bran

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

d within its target market. Brand image is everything in some markets. The marketeer can help create a brand or image that is saleable, allowing a the sales pers

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

n or team to then trade directly on that image.

3. Marketing is about identifying the requirement.

Marketing provides a company with the data it needs to unders

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

and what the marketplace needs and therefore what it needs to supply. It's all very well having great product ideas but if there is no marketplace 'pull' for them

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

they will not sell.

Service companies need to know what services their customer sector needs; manufacturers need to know what goods or features their consumers

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

ant now and in the future. Just look at the Sinclair C5 from the 1980s - it was a great, simple idea but it ultimately had no market and failed.

4. Marketing is

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

Following aspects would a

about creating the 'pull'.

Creating the 'pull' is about making the market, not the individual customer necessarily, recognise the need for the product or servic

dd to the challenges in developing combination products:

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

on offer. Some of the most successful marketeers have been able to create 'customer pull-through' resulting in the creation of a market around a specific percei

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

ed requirement. Just look at the all the products that you're told you need to make your life easier. These products were marketed and we, as consumers, recogni

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

ed a benefit, thus giving the product a market value. Just think: how did you manage without an electric toothbrush!?

5. Marketing is about understanding your t

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

rget audience.

The market for each product and service is invariably different. The marketeer exists to classify the market by demographic, wealth, requirement a

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd any other factor that may be appropriate. The marketeer will analyse the market and provide profiles of potential customers that will allow a company to design

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

its products or services to have the right level of features, functionality, price or quality for that specific market. In the car world, just think about whether

.

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

the same people are out there looking at buying Audis as well as Protons: it generally doesn't happen. They are both built to different specifications, quality l

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

Companies that provide selfless information through particip

vels and ultimately, price. The respective marketeers have analysed the market and determined what their potential customer base will accept and actively look for

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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In marketing what is important is to keep your customers. Creating a long-term relationship with your customers is of the essence if you want your business to grow. But marketing is not that easy. You need and effective marketing plan to get to the top of the competition.

Should people apply for pharmaceutical rep jobs whether companies are in growth phases or slumps? When is it a good time to apply? This article discusses these issues.

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