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I recently returned from a trip (part work, part pure play) to San Francisco. I grabbed a cable car ticket before jumpi

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

ng on and found myself enthralled by a strikingly effective marketing tactic – The San Francisco Cable Car Collectors'

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

Examples of combination products may in

Series.

Here goes:

• The Tactic:

My ticket featured a 1914 photo of two cable cars stopped at a famous San Francisco

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

intersection with an overlying headline naming the cable car lines. Three small photos illustrating how the cable car

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

ystem works were placed under the main photo, along with the attribution "San Francisco Cable Car Collectors' Series."

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

Combination pro

So there's a series of cards, which serves as an incentive to ride the cable cars to collect them all.

I noticed a det

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

achable stub and, when turning the ticket over, saw that the flip side was designed to serve as a postcard.

So, after

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

my ticket stub was torn off, I read the educational content which enriched my ride. Later, I jotted down a few highligh

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

s from our trip, stamped the card and sent it off to my Dad, who loved it and propped it up on his kitchen counter.

•

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

The Four-Way Impact

I obviously responded very positively to the piece, as did my Dad. He didn't want to give up the c

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

ard when I asked for it back so I could write about it.

Not only did the ticket serve a dual function as an ticket and

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

Following aspects would a

an educational "brochure," it provided cable car riders with an opportunity to become collectors and provided them wit

dd to the challenges in developing combination products:

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

a natural viral marketing opportunity (sending the postcard to friends or family).

Absolutely brilliant and very low

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

cost. No fee for distribution, media relations or postage. Just modest design and printing costs.

• Putting This Appro

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

ach To Work for Your Organization

I encourage you to get busy now -- before you forget about this technique -- to figu

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

re out how to put it to use in your nonprofit. Here are some ideas:

• Raffle tickets.

• Special event invitatio

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

Professional from academic institutions, pharmaceutical industries, health care indust

s or tickets.

• Entrance or performance tickets (this is a natural for cultural organizations).

Remember, the card

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

should look like a postcard you'd like to send to a friend or family member. The photograph should engage the sender a

.

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

nd the recipient so that they read the text blurb you include on the card and want to find out more.

Don't forget to i

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

Companies that provide selfless information through particip

nclude your web address in the blurb. It's the quickest way to drive audiences to more information on your organization

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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