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At the annual American Association of Advertising Agencies media conference last week, speakers stated th

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

at the industry must cater to consumers empowered by technology and multiple content choices. A joint stu

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

Examples of combination products may in

dy with Harris Interactive and the American Association of Advertising Agencies reported that roughly one

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

third of consumers say there is too much advertising interrupting programming.

So...in a nutshell, as bu

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

siness owners, what this means is that we need to find ways to interact with our consumers in ways that a

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

Combination pro

e convenient for them while not interrupting them from what they are trying to do. While it may sound lik

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 a contradiction, it is certainly achievable. For example, most web site owners and anyone engaging in i

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

nternet marketing has already realized that despite grabbing visitors attention in a big way, pop-up or p

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

p-under ads generally perform very poorly if at all. In fact, they can often have a negative impact on a

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

visitor’s experience and remove all possibility of them becoming a client or customer of the company in q

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

estion. On the other hand, many companies have had great success with simple text links within relevant c

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

Following aspects would a

opy on a web site. There are several reasons for the success of this type of advertising, such as:

dd to the challenges in developing combination products:

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

Relation to the content – The visitor is reading a particular page of a web site because it is of so

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

e interest. Conversely, links to relevant content elsewhere are more likely to be of interest to that vis

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

itor than those that are not.

Ease of use – All a visitor has to do is click the link.

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

>Unobtrusiveness – A simple text link is not a pop-up, banner or big honking flash ad that plays circus m

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

Professional from academic institutions, pharmaceutical industries, health care indust

usic, therefore will not annoy visitors.

To use this idea in your marketing, all that you ha

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

ve to do is present your message in the manner that your prospects want to receive it, make it simple to

.

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

se and most of all don’t annoy them. Perhaps you don't know how or when your prospects want to receive ou

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

Companies that provide selfless information through particip

r message, what they consider simple, or what annoys them. There is a solution for that as well. Ask them

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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Conducting an effective search for the right foundation, corporate, or government grant is just as important as your writing skills. A well-written grant submitted to the wrong funding source is a guaranteed loser.

Most politically correct folks cringe when we talk about Machiavellian Management as in the Western World we are more into a win/win situation than any sort of dog-eat-dog attack style business negotiation or management. Nevertheless, cheating, lying, deceit and positioning for your advantage is consider Business a Usual in many nations and the American Entrepreneur

By building great relationships in your organisation, you will shift the baseline way up. So that when you need to manage, it will be much easier. Think how climbing a mountain from sea level is so much harder than from a camp half-way up.

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