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Jerry Seinfeld didn't call it quits because his audience wanted him to end his TV series. No, the comic turned TV star decided it was time to go.

In an interview before the final "Seinfeld" episode, Katie Couric posed

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

this question: "You’re the number-one sitcom, the leading program for a network and the most-watched show on television. Why hang it up?"

"The audience is a child, and you’re responsible for the child," said Seinfeld

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

Examples of combination products may in

"Sometimes that means not giving the child what the child wants. The child isn’t happy at the time, but perhaps later the child will understand."

In other words, Seinfeld was saying "enough" to his devoted fans, much

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

in the same way a child is denied candy even though each piece tastes good.

Regardless of what you thought of "Seinfeld" -- a show about nothing, narcissistic, the funniest sitcom ever -- the producers, writers and a

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

tors knew their audience, and they delivered dead-on comedy to that audience for nearly a decade.

But Jerry, whose roots are in standup comedy, didn’t want to keep the show alive until he "bombed." He didn’t want the

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

Combination pro

"child" to turn on him. Instead, he left the series the same way he would exit his standup routine: with the audience wanting more.

Take Charge

I like the child metaphor. If you’re a parent, you’re in tune wit

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

the needs of your children. Likewise, if you’re a marketer, shouldn’t you be in tune with the needs of your audience? Following are eight tips for managing the audience relationship.

You’re the "parent."

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

Take charge. You’re the parent in the relationship. What does the audience want and need? Good parents take the time to get to know their kids. To be an effective marketer, you must take the time to get to know your au

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

ience.

Talk in terms they can understand.
Once you know your audience, talk in terms they can understand, determining the language, style and tone that’s most effective. Sometimes you must educate your aud

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

ience. Do it with humility. Whatever you do, don’t come across as self-important. The audience will always seek those who treat them with respect.

Children don’t work. Neither should your audience.
Childre

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

learn and grow through play. It’s not work; it’s fun! Don’t make your audience work either. Give them what they want and need, making it as enjoyable and entertaining as possible. A caution: Don’t go overboard with hu

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

Following aspects would a

or. It’s a tricky business. Use it appropriately.

Keep it fresh.
You want your child to brush her teeth -- only what worked yesterday isn’t working today. You need a fresh approach. The same holds true for

dd to the challenges in developing combination products:

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

your audience. They may get bored. Much like the child, your audience may get tired of listening to you. That’s why it’s wise to periodically adopt a fresh approach.

Be dependable and trustworthy.
Dependa

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

ility and trust are cornerstones of the parent-child relationship. Your audience, whether consciously or subconsciously, also wants to know what to expect from you. This is often called branding -- building an identity

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

and credibility in the minds of customers. Be dependable and earn your audience’s trust.

Be enthusiastic.
Children are naturally enthusiastic, and in case you haven’t noticed enthusiasm is contagious. Tha

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

’s why it’s so effective in sales and marketing. Nothing sells a product, service or message like enthusiasm. Pump some into your marketing communications. If you’re not enthusiastic about your message, who will be?

<

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

Professional from academic institutions, pharmaceutical industries, health care indust

i>Choose the right media.
My daughter can now talk on the phone. We can have a sensible conversation. Earlier, she wasn’t interested or capable. What are the best media for your audience? Are they ready, willi

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

g and able? To communicate effectively to your audience, choose the right media.

Stay focused.
"Seinfeld" boiled down to laughs. As Jason Alexander, the actor who played George, explained on PBS, the laugh

.

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

reigned supreme. Never mind statements about life, culture, society and the like. The writers focused like a laser beam on laughs. As a result, "Seinfeld" delivered laughs to a faithful following week in and week out,

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

Companies that provide selfless information through particip

year after year.

What’s the focus of your marketing communications? Who do you want to attract? How will you get them to follow? It’s time to take charge. After all, you’re the parent.

Copyright (c) 2006 Neil Sagebie

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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The majority of people in the world rely on a job, but each year seems to get more difficult to get a well paying job. The Global economy should have helped to solved the problem, however it's getting more difficult. Companies downsize thousands of employees every year and machines are replacing employees.

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