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Perhaps the most daunting challenge any budding exporter faces is to find buyers for his/her products. Selling in international market has never been simple -

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

with diverse language, geographical distance, cultural difference and lack of market knowledge posing real challenge to any manufacturer/ exporter.

However,

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

Examples of combination products may in

given right homework and planning, selling in overseas market today is easier, simpler and less expensive than it was a decade ago. There are many silver lin

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

ings in the forms of positive Govt Policy, favourable international climate, less tariff and non-tariff barriers and above all easy and inexpensive access to

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

an incredibly powerful and all-encompassing medium like Internet. Never before in the history of human civilization so many people from so vastly different pl

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

Combination pro

aces and societies freely interacted with each other as we witness today in Internet.

So, how do today's exporters take advantage of this favourable busines

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

s climate and become successful ? The answer lies in thoughtful planning, effective implementation and perseverance.

In fact, large number of exporters have

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

sed these advantages successfully as reflected in unprecedented export growth witnessed over last 10 years.

How To Find Buyers

To put it simply, the

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

re are only two ways you can find buyers of your products - either you find the buyer or buyer finds you. Your sales strategy must take into account both the

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

factors and plan for effective use of both sources.

Some of the ways to locate buyers are :

Searching directories, trade literature etc.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
i>
Using buyer-seller meets organized by trade associations
Conducting Market Research
Employing Commercial Agent/

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

Following aspects would a

Representatives

Subscribing to information services etc.

Some of the ways of attracting buyers are:

Advertisem

dd to the challenges in developing combination products:

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

ent

Promotion (e.g. direct mail)

Trade Shows

Web-sites

Search Engine Marketing

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

i> etc.

How Important is the Internet in your Marketing Strategy ?

10 years ago - buying agents and trade shows were the two most popular ave

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

ues for selling in international markets. Participation in overseas trade shows was, and still is, prohibitively expensive for most small and medium exporters

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

. Internet has not only made available new avenues for sellers, it has also drastically changed distribution pattern. Today, conventional distribution channel

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

Professional from academic institutions, pharmaceutical industries, health care indust

of seller to large importer to distributor to local stockiest to retailer is severely disrupted as small retailers from USA and Europe regularly visit foreig

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

n web-sites and order directly. This is a win-win situation as both buyer and seller stand to gain substantially by transacting directly without middlemen. It

.

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

does add to business risks but profit margins also become very impressive by going direct.

In coming years, we shall see more and more buyers coming through

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

Companies that provide selfless information through particip

the Internet route. To be successful - you should be able to make best use of this opportunity that was not available to your predecessors even 10 years back

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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Have you been unsuccessful, and in situations where you should have walked it? Wondered why you are not leaping ahead just yet, despite your efforts? Forget your skills and experience. It could simply be down to your name!

A discussion about the poor management that has brought Ford to where it is now.

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