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It's time for a new marketing plan and some of us would rather have our fingernails pulled out than sit down and work out a new strategy. So we put it off or wait for the new year to star

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

t this project, because the new year is a time to start over, to put the past year behind us and to make resolutions for the coming year. But, there is nothing that says we can only make

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

Examples of combination products may in

esolutions at the beginning of the year.

One definition for resolution is, "A course of action determined or decided on." A marketing plan could be considered a course of action determin

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

ed or decided on for the operation of a business. A marketing plan encompasses every aspect of a business. It is more than selling, more than advertising and, it can be done any time of t

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 year. Furthermore, it can and should be reviewed several times a year.

Often, we start a new marketing plan by taking up where the old plan left off. We review that plan, maybe update

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

Combination pro

a few items. We start out by asking "What went wrong? What went right?" This approach assumes all the data is in and all that is needed is to eliminate the things that did not work out an

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

beef up the things that did work.

While that is a legitimate and very workable way to approach building marketing strategies, the focus is a bit narrow. It does not help shine a light o

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 new opportunities, changes in the marketplace or industry, or new methodologies that might improve efficiency. Furthermore, the best marketing results come from tightly focused marketin

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

that clearly communicates to a targeted audience.

In a workaday world that gives us little time for reflective consideration, we often tend to rush this process and assume that the comp

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

any is doing what it should be doing, selling what it should be selling, marketing to the right audience, and is organized and staffed the way it should be. This year, let's take a moment

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

and ask ourselves more questions about the market, our audience, our resources and our competition. Your marketing plan can take a whole new direction when you get the answers to question

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

Following aspects would a

s such as: "Is this still the right thing to sell? Is this still viable? Is this what people want? Does it still fit with our corporate identity and mission? Who wants this product or ser

dd to the challenges in developing combination products:

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

ice, and what are the benefits they believe they get? How do our company, our products and our services compare to similar companies, products and services in the marketplace tod

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

ay? Has our competition changed their product or business model?"

Once you get a good feel for the marketplace and any new opportunities or challenges coming from outside the business, i

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

's time to take a look inside with questions like: "Have we added capabilities, skills or knowledge that suggest we serve new markets? Are there capabilities, skills, knowledge or equipme

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

nt that we need to develop or acquire? Or should we be narrowing our focus to take advantage of specialized skills and services? Have we tried to become everything to everyone? Could we b

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

Professional from academic institutions, pharmaceutical industries, health care indust

number one in a niche market?"

If you honestly evaluate both the external and internal influences on your business or product, it becomes easy to develop a marketing mix for success. Yo

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

u will learn what you need to be telling clients and prospects and you will know who that target audience is. You will likely get information that indicates where your marketing and adver

.

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

ising budget should be allocated.

Whatever questions you ask, just be sure to ask them. One tip: If, like most of us, you don't have time for a long client and prospect survey, study wha

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

Companies that provide selfless information through particip

t your competition is doing and evaluate what they do that is truly successful (not just everything they do), and look through your own customer records for trends, problems and successes

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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You labor long and hard trying to create the perfect advertising piece but only about 20% of your copy is going to get read. The rest will simply be scanned. After all your work, your potential customers won’t even read every one of those well chosen words. Is your genius lost on them?

Career planning is vital. Planning without room for flexibility is a recipe for captivity.

I have notice with hiring a cleaning service for a restaurant there are benefits; the most obvious reason is a cleaner restaurant. Hiring a cleaning service will influence your employees do a better job of cooking and serving your guest. You will be able to hire better employees. Why is this, this makes their job easier, when an employee knows that after their shift ends someone else does the cleaning.

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