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Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise,

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

2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired s

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

Examples of combination products may in

t of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999). Consequently Marketing Commun

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

cations Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Commu

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

ications Plans are considered by many professionals as an excellent way to effectively communicate with target audience. Marketing Communications Plans are generally based on two different fra

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

Combination pro

eworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).

Marketing Communications Plans consist of the following vital elements:
Context analysis
Promotional obje

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

ctives
Marketing communications strategy
Promotional mix (methods and tools)
Budget schedule
Evaluation and control (Fill, 1999).

When writing marketing communications plan

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

it is important to:
1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.
2. Develop segmentation, targeting and posi

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

ioning strategies
3. Develop creative message with which Marketing Communications Plan with communicate with target audience
4. Select and justify one or combination of marketing stra

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

egies (push, pull or profile)
5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.
6. Create contingency planning strategy

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

in case something goes wrong)
7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluation

References

Fill C (1999) Marketing Communicatio

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

Following aspects would a

ns, 2nd Edition, Prentice Hall Europe Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford http://www.marcommwise.com/glos

dd to the challenges in developing combination products:

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

ary.phtml?a=m&s=0

Please find below links to excellent Marketing Communications Plans:
C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD
S/M/162. Mark

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

ting communication plan: Philips SatinIce UK, and current marketing communications strategy analysis
S/M/158. Marketing Communication Plan for British Airways
S/M/158. Marketing Commu

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

ication Plan for British Airways
E/M/14. Marketing Communications Plan for Pizza Hut
C/M/180. Internet music search engine Promotion Campaign
C/M/171. Analysis of the 50+ custom

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

r group for M&S and brief outline of a promotional campaign
P/M/311. Marketing communication Plan for Direct Lines the breakdown service
S/M/77. Project Management for Marketing Commu

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

Professional from academic institutions, pharmaceutical industries, health care indust

nications Campaign
P/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELL
S/M/69. Marketing Communications Plan for British Airways (BA)
P/M/269. Marketing Communication

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

Plan for Shell
P/M/262. Marketing Communications Plan for North West Valley Sailing Club
C/M/117. Marketing Communications Plan for Hugo Boss
P/M/252. Marketing Communications

.

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

Plan for the Introduction of New Product: Smoothie
P/M/139. Marketing Communications Plan for Haagen-Dazs
P/M/130. Marketing Communications Plan for the new degree programme
P/M/

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

Companies that provide selfless information through particip

33. Marketing Communications Plan for Marks and Spencer
P/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)
http://www.coursework4you.co.uk/sprtmrk28.ht

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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