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Perhaps the most important quality for your small business marketing materials is that they are different. If you do nothing else right in your smal

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

l business marketing, at least be different.

Why is differentiation so important? Because, in most industries, there are hundreds – if not thousand

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

Examples of combination products may in

s or millions – of other businesses that claim to provide the same service or sell the same product as you do. If you don’t differentiate your busin

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

ess from all those others, the chances that you’ll get many customers are pretty slim.

Some common ways to differentiate your business are:

Superio

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

r service
Greater product availability
Higher quality
Better performance
Greater durability
Prestige
Technology leaders

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

Combination pro

hip
Satisfaction guarantee
Lower cost
Faster delivery
More customer support

But even if you are very different than your competi

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

tors – you offer superior service, greater durability, or a satisfaction guarantee that beats all others – it won’t matter unless your prospective cu

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

stomers know about it.

That’s where your small business marketing strategy comes in. Businesses have been using their small business marketing stra

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

tegies to announce how they’re different from their competitors as long as they have been using small business marketing strategies. Think Maxwell H

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

ouse’s “Good to the last drop,” Campbell’s Soup’s “Mmm, mmm good,” or WalMart’s “Always low prices.” Those highly successful taglines not only get p

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

rospective customers to remember the company name, but also convey a message about the difference between that company and others.

To make different

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

Following aspects would a

iation a part of your small business marketing strategy, you first need to understand your competitors – you can only explain how you’re different fr

dd to the challenges in developing combination products:

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

om them once you know what they’re like. Learn what your competitors offer, how they differentiate themselves, and – most importantly – what your pr

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

ospective customers think about them (if you know what qualities your prospective customers see as shortcomings in the other companies in the market,

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

you’ll have a good idea of the market gap you can fill).

Once you’ve decided how you are different from your competitors, you need to tell your pro

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

spective customers about it. Building that differentiation into your tagline can be a very effective start. Then include that tagline, along with y

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

Professional from academic institutions, pharmaceutical industries, health care indust

our logo, on every piece of small business marketing collateral you have. Another small business marketing way to publicize your differences is to w

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

rite a press release. Explain how you’re filling a need in the market that no other company has filled.

Once you’ve differentiated your company and

.

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

used your small business marketing tools to publicize your differences, you have to follow through on your promises. If you say that you’re the che

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

Companies that provide selfless information through particip

apest – or the highest quality, or the friendliest, or whatever – then you better be just that (nothing turns away a customer like a failed promise).

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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