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There are two distinctly different markets. Oddly enough, both markets need the exact same marketing process to work. As elsewhere described, the first market i

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

s the selling of commodities, either as products or services; commodities meaning a known value, i.e. a commonly accepted result. For example, a $.69 can of gre

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

Examples of combination products may in

en beans and a $4.95 car wash represent expected results. The second market is, obviously, products and/or services with either an unknown result and/or an unkn

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

own price. (Result + price = value)

Interestingly, both markets compel the same 3 components to produce acceptable results. They are

1) make

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

the big promise,
2) document your claims, and
3) make the irresistible and/or risk-free offer.

In the marketing

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

Combination pro

of commodities, you need to add value in order to cause the desired response, "I'd be nuts not to buy from these guys." In order to get that response, it isn't

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

enough to say "You'll save money" or "You've tried the rest, now try the best." You have one shot to convince them that they'll really save money (which is 1 -

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

the big promise). So, you'll have to prove that it's for real; i.e. who says so besides you and your brother-in-law? Again, inspiring the action is helped by t

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

e irresistible offer, hopefully "risk-free." Without dwelling too long on the mechanics of those three critical components as elsewhere covered, the point is, f

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

or the "non-commodity" market, you have to do the exact same process, for the exact same reasons. You need to tell them how your product/service will either enh

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

ance their lives or reduce a risk/problem (The Big Promise); you need to document your claims (prove it) because it is not yet an accepted (known) product or va

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

Following aspects would a

lue. Again, 3- the irresistible offer helps people to act.

However, by adding value to commodities, it actually no longer is a commodity because it's no longer

dd to the challenges in developing combination products:

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

apples to apples. You have to prove that your added value is for real. If it's apples to apples, you're in a "me too" competitive position and are subject to th

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

e risk of losing market share if competitors add value!

The advantage with a "new market development" is, assuming that you use the three-part formula and make

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

it work, it's not so price sensitive because of less competition and less demand to start with. There are thus two marketing approaches:

1) Give them what 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

y already want, with added value, and

2) Make them want what you have, when you want them to buy. This approach becomes a great fill-in market, even if you're

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

Professional from academic institutions, pharmaceutical industries, health care indust

lso selling commodities. You're out of control over commodities, but, it pays the rent and gets them to come in. Non-commodities then can be structured to be so

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

ld in slow season to fill in, or, can be piled on top of commodities as extra income and added value to get commodity customers to come to you in the first plac

.

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

e.

Goal #1 is "Break even."

Goal #2 is "Fill in the Gaps."

Goal #3 is "Fine tune Profits."

With either "commodities" or "new market

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

Companies that provide selfless information through particip

development", if you use "added perceived values", you can "get your price", and, that's Profit Controlled Marketing

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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