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Sometimes statistics don’t tell the whole story. Sometimes over reliance on historical data can lead us in the wrong direction. When mark

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

eting to people in the new middle aged group (NMA), those in their fifties and sixties, sometimes we have to stop and listen to our heart

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

Examples of combination products may in

.

NMA people rely heavily on their instincts, emotions and their faith. That’s what we marketers of products and services have to do whe

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

we are dealing with them. That’s what we should do when we are trying to sell them something. We have to try and anticipate what they wa

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

t and how they feel and respond in an emotional appeal that they will relate to.

Many of the NMA people rely on their faith to help them

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

Combination pro

find their way. They have a keen sense of spirituality. It is wiser to appeal to them on an emotional basis than it is to rely solely on

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

logical argument or on boring reasoned judgment. Try and tell a story that will interest them so that they can start to relate to you an

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

d your marketing message.

Let the NMA know that you are a real person who can feel their pain and share their joy. If you do they will s

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

art to relate to you and the product you are trying to sell them. Be careful not to puff or embellish the facts. The NMA have good instin

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

ts. That’s how they got to this stage to begin with. They can almost sense a deception or a deceptive sales practice or pitch. Don’t try

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

t. Tell the truth.

If there are minor problems with the product you are selling let them know what they are at the same time you are lis

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

Following aspects would a

ing the benefits. NMA people are smart enough to make their own decisions. They will appreciate your candor.

Don’t try and sell the NMA

dd to the challenges in developing combination products:

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

hat you think they should buy. Offer them what they want. Do the marketing research necessary to find out what they really want. Don’t pr

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

judge what you think their interests are. And whatever you do, don’t stereotype them by their age group.

With the NMA it is often how th

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

ey feel about themselves that dictates what they are interested in purchasing. Does anyone have a handle on what percentage of people ove

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

fifty own, or want to own sports cars? Does anyone have an idea of how spiritualism drives the buying decisions of the NMA? Where are th

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

Professional from academic institutions, pharmaceutical industries, health care indust

studies that indicate what effect sex drive has on NMA buying decisions?

The key here I think is to realize that the NMA need to have t

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

eir interests and desires taken into consideration. Being fifty plus isn’t all a matter of what painkillers you take. It involves passion

.

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

and desire and the wish to have fun. It involves the desire to lead interesting active lives. It involves a holistic alternative approach

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

Companies that provide selfless information through particip

to medicine as well as utilizing the latest medical advances and chemical drug treatments. It involves anticipating their spiritual needs

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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