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Sometimes the simplest data is the best. Marketing is not complex if you know the basics – that’s true with anything by the way. Here are some tools that are brilliantly sim

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

ple and with them you really won’t have to sweat the small stuff.

The more that your prospective patients see your name in front of them, the more likely they are to call

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

Examples of combination products may in

your number (and not someone else’s) when they need the services you offer. Many marketing efforts go unrewarded, not because they were off target, but simply because the

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

weren’t given enough of an opportunity to work. Showing your TV commercial one time, running an ad in the newspaper once, or doing one mailing of postcards may not be enough

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

to grab and keep your target audience’s attention.

Get your name out there, do it on a regular basis and people will remember you when they need to make an appointment for a

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

Combination pro

dental cleaning or more extensive dental work. Actually, this particular datum cannot be stressed enough – and failure to adhere to it is the #1 reason new businesses fail.

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

You should also know that taking the time to really see which advertising pieces will generate the response you want, will pay off. Don’t just totally give up when a response

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

is low – persistence is vital. Testing and tweaking your advertising can create a marketing campaign that hits the mark every time.

Measure your Return On Investment (ROI

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

) in terms of actual MONEY not response rate. An advertising vehicle is working when the MONEY that it brings in has more value than the MONEY and time that is spent on t

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

e marketing.

Don’t fall into the trap of becoming discouraged by a small number of new callers responding to a large number of pieces. If you spend several hundred dollars t

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

o be in the view of a few thousand possible patients, it may only take a few of them responding for you to make enough of a profit for this type of marketing to be valuable. T

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

Following aspects would a

hree patients that need bridge work can more than pay for a successful marketing campaign. The usefulness of any vehicle can only be determined after the amount of income gen

dd to the challenges in developing combination products:

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

rated by the promotion has been calculated. If you spend 1/5 of what you generate or generate 5 times what you spend, your campaign was successful.

It is much easier to "

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

sell" a prospect once you get them to call or come in to your practice. In “2-Step Marketing”, step 1 is to get them interested; step 2 is having them speak to a represen

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

ative of your practice to get all the details – and get “closed” by that representative, most likely to make an appointment or to buy a product that you offer.

The design of

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

your advertising piece must be eye catching and informative, but don’t try to close them on the entire dental treatment by explaining all of the details in one piece of advert

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

Professional from academic institutions, pharmaceutical industries, health care indust

sing. The details of a business transaction often take many more words to explain than the main concept of what is being sold. For example, if your company offers great pric

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

es for your services, there is no need to list the prices for every dental service that you can deliver. Simply give examples of two or three different services and state som

.

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

where in the advertisement that other discounts are available for your other services. This will prompt them to call to get the rest of the details once you have gotten their

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

Companies that provide selfless information through particip

interest.

By no means have I given you all the basics here, but by learning and implementing these 3 marketing fundamentals, you are already on your way to marketing success

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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