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“When it absolutely, positively has to be there overnight”
“We’re number two. We try harder.”
“Like a good neighbor_____ _____ is there”

If you can name the companies that belong to

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

the above Unique Selling Propositions than you can see the importance of having your own, it works!

Simply stated a Unique Selling Proposition differentiates you from your competition. If yo

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

Examples of combination products may in

don’t have something different to offer, you better find something or save yourself a lot of aggravation and go work for your competition. It tells your prospects why they should do business

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

with you versus the other guys. No, scratch that; it SCREAMS at your prospects why they MUST do business with you. Your prospects are interested in one thing and one thing only, what’s in it

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

for them. Make it easy for them to do business with you, don’t keep them guessing. Tell them why they should do business with you and only you. To be successful in business you don’t have t

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

Combination pro

be the best but you have to be unique. A ‘me too’ business if it survives, survives by price wars. I don’t think this is how you want to run your business. Best of all, a USP costs NOTHING.

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

Dominos dominated the pizza delivery market by screaming to their prospects "Fresh, hot pizza delivered in 30 minutes or less, guaranteed". Nowhere in that USP does it tell people that the p

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

zza tastes good but it solves the problem of cold delivery pizza, which, at that time was the industry’s largest problem. Not only did it solve the problem, it GUARANTEED a solution to the cu

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

tomers’ problem. Dominos’ USP did exactly what a good USP is designed to do it differentiated them from the competition.

How do you create a successful USP? Ask yourself how you would answe

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

this question; what do you do for a living? If you can answer this question with a statement about exactly what benefit you offer your customers than you are well on your way to developing a

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

ynamite USP. If you answered ‘I am a _____’ then you have some work to do. For example, if you asked me what I did for a living I wouldn’t say ‘I’m a printer’ or ‘I’m a marketing coach’ I wo

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

Following aspects would a

ld say ‘I create your most powerful marketing tool and give you the knowledge to reap its potential – FREE’. That’s what makes Full Color Resources unique and sets us apart from a ‘business c

dd to the challenges in developing combination products:

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

rd printer’; we are passionate about marketing and truly interested in helping you be successful.

Make it crystal clear. As I mentioned previously, make it easy for people to do business wit

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

you. The more clearly you describe the benefits of doing business with you the more they will choose you over the competition. Focus on what you do best.

Answering these questions will hel

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

you develop a USP.

1. What do you do and for whom?
2. What is your biggest benefit?
3. How will your customers perceive this benefit?
4. What makes you unique?
5. What pr

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

blem do you solve?

Creating a successful USP is an important mission; don’t take it lightly. A good USP is not created in one sitting. Ask for help. Some of you best suggestions will come

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

Professional from academic institutions, pharmaceutical industries, health care indust

rom your current clients. Ask them why they do business with you and why they selected you over your competition. Don’t be afraid to ask, people love to help and your asking will help build

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

tronger relationships with those customers. Ask a twelve year old. If they don’t understand it they are sure to tell you. If they do, you’re onto something. Keep working on it.

Now that you

.

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

have a fantastic USP that is going to generate business, use it everywhere! Don’t let it go to waste. Put your USP to work on:

• Business cards
• Letterhead
• Envelopes
• Sign

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

Companies that provide selfless information through particip

ge
• Vehicle lettering
• All forms of advertising
• Your voice mail
• Your email signature (and that of anyone else in your organization)
• Your checks
• Packagin

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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The industry is also making it easy to make dictation easy for your clients. You don't even have to have the physical recording device used by the health care professionals in your hand.

Be proactive and not reactive when it comes to change. Think of all the disruptions that can happen in your workplace and you'll be better prepared to deal with changes in your workplace.

Following are some of the most Powerful and Under-used, Low Cost marketing strategies you can use to boost your business profits instantly!

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