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Watch TV, read popular magazines, newspapers, even the radio and you mig

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

ht get the idea that using sex in advertising is a great way to sell pro

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

Examples of combination products may in

ducts. Many ad agencies and salespeople seem to think it is.

It’s not.

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

Sex in advertising only works well when the product or service being pro

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

moted is erotic or sexual. Otherwise it's just a lazy way to get attenti

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

Combination pro

on.

The trouble is, it's not the kind of attention you want because it'

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

not motivated by the product or service you're selling. It's like havin

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

g a 40-foot gorilla balloon tied to the top of your car dealership. The

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

gorilla gets people's attention.

But, so what? What does it have to do

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

ith selling cars? Nothing! So, the attention or exposure delivered by th

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

e balloon is almost worthless.

Remember, your marketing exists to deliv

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

Following aspects would a

er the right message to the right people as often as possible within you

dd to the challenges in developing combination products:

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

budget.

If you use an irrelevant disruptor (like a bikini-clad model o

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

r a 40-foot gorilla balloon) then you are not necessarily going to deliv

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

er your message to the right people. You're failing a major part of the

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

arketing equation.

You need to have the right message delivered to the

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

Professional from academic institutions, pharmaceutical industries, health care indust

right people. Spending money on ads that attract the wrong people wastes

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

your time and money.

So, keep your ads relevant to your audience, your

.

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

business and your message. Make everything work together, in harmony. Su

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

Companies that provide selfless information through particip

re, it's more work. But in marketing, as in life, there are no shortcuts

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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