Just Other Articles

Or 'How Geoffrey Chaucer’s Marketing Technique Can Get You Noticed'

We were watching A Knight's T

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

ale the other day (nothing else on TV) and were enjoying our favourite moments when it came to the

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

Examples of combination products may in

point where Geoffery Chaucer (Paul Bettany) first announces Sir Ullrich (Heath Ledger).

What str

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

uck me was the contrast between Chaucer and his opponent’s announcer. Now I know this is Hollywood

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

but allow me to explain.

The opponent's announcer was very 'matter of fact', stated the facts of

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

Combination pro

who they were and in a tone that was pretty much monotone. All very nice and straightforward. Nic

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. Plain. Boring. But I don't remember who he was announcing! From a marketing view that's an "ou

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

ch!"

Chaucer, on the other hand, is a bit of a showman. But what he did was tell a story, he capt

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

ured the imagination of the crowd, yea, verily (couldn’t resist!) he engaged the crowd on all side

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

s rich and poor alike.

Of course he told a few lies as well, which we can't do, however he put hi

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

s 'product' up where all could see him and in a way that you couldn't help but cheer and applaud.

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

Following aspects would a

So what does this mean to us who are endeavouring to be known in the market place?
dd to the challenges in developing combination products:

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

For me it tells me we can be a little louder at the very least. Perhaps we cannot 'gild the li
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ly' as Chaucer did about Ullrich, but maybe we need to investigate a little more what our product
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
or service does for our clients and word that a little more creatively.

It also means we need to
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
create a story, something our listeners can hang on to and cheer, applaud when the time comes.

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

Professional from academic institutions, pharmaceutical industries, health care indust
at may be difficult for some. I have a friend who works in IT and she told me once how she has not
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
iced I love telling stories (true stories). At first I was a little miffed but in the end, that is
.

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
what I do and if we want to be successful in sales, well do in some shape or form.

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

Companies that provide selfless information through particip
er got to the emotional level with the crowd and made a connection. We must do the same.

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Just Other Articles - Marketing According to Chaucer

Related Articles: