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Everyone who has ever been in sales has heard it said that the holidays are the down time of the year. That is the reason that many businesses close for the season. Some will close for a coup

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

le of days while others close for the entire two weeks between Christmas and New Years Days. I have even heard of businesses closing for the entire holiday season beginning Thanksgiving and l

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

Examples of combination products may in

asting until Valentines Day. Now that is what I call “Death Valley Days”.

Do you agree? Do you allow yourself and your business to succumb to this mindset? Do you close down the sho

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

p and invariably end up losing business because you believe in the seasonal slump? I beg to differ. I believe that there is NO Seasonal Slump! OK, pick yourself back up off the floor.

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

Shake the wax out of your ear, you didn’t hear me wrong. I did say there is NO SEASONAL SLUMP! Bear with me for a minute or two and I promise I will tell you why I so resolutely deny this min

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

Combination pro

dset.

How can I even begin to form those words? To begin with I believe, as in life, time is what you make of it. If you tell yourself it is going to be slower than molasses in January then

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

that is what you will get. However, if you go into the season with the intention of making it the most profitable you have seen in decades AND you take the action to make it so it wil

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

l be so!

Times have changed. There are new rules that have taken root. This has become the season of promotion. Now is the time to promote your product or service in ways that have do

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

uble the impact. Double the impact? Yes double! First you send out your initial campaign via advertising or mailing and when it is over you offer a ‘second wave’. This second promotional

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

wave cost you nearly nothing. Make use of the addresses you gained from the first promotional run and you can easily target interested consumers with a discount on the item they initially sho

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

wed an interest in. Now how’s that for making your advertising dollar pull double duty? Words like ‘final offer’ and ‘deep discount’ will definitely make your interested con

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

Following aspects would a

sumer sit up and take notice.

Another truly unique marketing opportunity that gains additional impact this season is charity functions. I recommend that you could align yourself with a chari

dd to the challenges in developing combination products:

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

ty. This type of marketing has even more impact on your consumer than they will admit. This time of year news reporters are seeking out these types of stories. When you align yourself

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

and your business in charitable ways it places your business in the fortunate position to allow you to get free publicity through multiple media streams. I said allow here because you still h

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

ave to let the media know what you are up to so the story can be picked up. I am sure you have noticed not a few large corporations take advantage of this seasonal marketing tactic. Why shoul

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

dn’t you follow suit? What is stopping you and your business from taking advantage of this strategy?

Are you afraid because you don’t know how to write? Hire a press release writer? Are you

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

Professional from academic institutions, pharmaceutical industries, health care indust

not sure of what to say or how to get your press release in the hands of the media? Again, hire a press release writer. The minimal expense you incur will be well worth the cost if you hire a

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

writer that has proven results. Don’t be afraid to ask for confirmation of the results from previous releases. Any good press release writer will have at least one or two happy customers tha

.

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

t can share stories of being called or having their story picked up by one news source or another.

We have just scratched the surface as to how you can effectively market your business this

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

Companies that provide selfless information through particip

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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