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I was flipping through one of those junk mail advertising circulars that landed in my mailbox a couple days ago, and I noticed a colorful, ful

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

l-page glossy advertisement on page two. This ad must have cost big bucks. Knowing what I know about advertising costs in my area, this must h

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

Examples of combination products may in

ve been close to a $1,000 outlay (or more).

Avoid Poor Positioning with IT Marketing

But, it was one of the worst ads for positioning that I

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

've ever seen. To prevent you from making the same IT marketing mistakes, I'm going to point out a couple of the biggest problems I saw. The h

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

adline read: “Computer Repair, I Come to You.” “I Come to You” isn't a unique benefit anymore. If you're doing strictly retail, of course it'

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

Combination pro

a nice benefit that you make house calls. But most computer services firms aren't just going after retail customers anymore. With B2B, no on

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

e is going to lug their 25-node LAN into your shop to have you work on it. So “I come to you” is nothing unique… a totally wasted headline. Y

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

u just lost your window of opportunity to grab someone's attention.

Don't Mention Price in Your IT Marketing

Then the ad went on to say: “Co

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

mputer Repair A+ and Microsoft Certified Professional, Repairs, Upgrades, One-on-One Lessons and Tutoring”. Once again, nothing unique. These

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

hings are just like everyone else in the business. But what caught my eye is half of the ad says in big letters with a color screen behind it:

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

“Don't pay $40, $60 or $80 an hour for computer repair! Call us!” And then there's a big retail-looking coupon right next to it that says in

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

Following aspects would a

big green letters: “$20 an hour, in-home service”. Well, I'd like to congratulate this company. They win Joshua's idiot of the week award for

dd to the challenges in developing combination products:

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

poor IT marketing.

They're making every classic mistake there is!

Mistake #1: They have no target. They're trying to go after their local sl

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

ice of seven million small businesses and it's way too hard to do that. They're not even narrowing it down to small businesses. They'll go o

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

t and fish someone's stuck AOL disk out of their CD-ROM drive. They'll go out and repair a $79 ink jet printer.

Mistake #2: They're advertisi

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

g price. Obviously this isn't even a price that could be sustainable. Do the math. Even at 75% percent utilization (very unlikely with this ad

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

Professional from academic institutions, pharmaceutical industries, health care indust

vertising strategy), this company is never going to make it. Figure 30 hours a week at $20 an hour. That's only $600 a week. There is no way t

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

is company is going to be in business for the long haul.

Mistake #3: They are saying nothing unique. This one is very important. What can you

.

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

do that will help you be unique? You need to narrow down your focus and your specialization.

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

Companies that provide selfless information through particip

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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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You may have started your cleaning company part time and never felt you needed to have written documentation on how to do your job. With many different tasks pulling you in a thousand directions, writing down procedures has most likely never been a priority. But what happens if you get sick, injured or even if you just want to take some much needed time off from your cleaning business?

Among the many career choices, allied healthcare is by far one of the fastest growing. The field of Radiologic Technology in particular has much to offer the career minded healthcare job seeker.

How often do you wish you were more proficient at public speaking? Public speaking or giving presentations can take you places you might not ever get to go otherwise. It gives you the opportunity to meet people outside your circle and it opens doors that might have remained closed.

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