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What message from Mom (or Dad) sticks with you? Is it “Always wear clean underwear”?

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

How about “If you can’t say something nice, don’t say anything at all”? Or is it somet

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

Examples of combination products may in

ing else entirely? Mine is “Clean your plate.” (This could explain the excess poundag

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

around my hips!)

These bits of advice stick with us for one big reason – REPETITION.

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

You and I heard these messages again…and again…and again.

That’s the marketing commun

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

Combination pro

ications lesson for the day. If you want your audience to absorb your message, repeat

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

t. And I don’t mean two or three times, either. Current wisdom says it can take nine

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

r more repetitions for a message to sink in.

Wondering why it takes such an effort to

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

ake an impact? Consider these facts.

* Your target audience is probably inundated wit

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

h messages. It takes an effort to break through the clutter. Repetition, combined wit

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

an intriguing presentation, will increase your odds of being noticed.

* Prospects buy

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

Following aspects would a

when they’re ready. You need to be out there consistently to capture the prospect’s at

dd to the challenges in developing combination products:

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

ention when he or she’s in purchasing mode.

* We retain only about 10% of the informat

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

ion we’re exposed to each day. Repetition increases the chance your message will be pa

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

t of that lucky 10%.

So repeat, repeat, repeat your core message. But you don’t have

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

o use the same vehicle over and over. The most successful marketing communications pro

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

Professional from academic institutions, pharmaceutical industries, health care indust

rams use a variety of techniques to deliver a company’s message: publicity, direct mai

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

l, advertising, trade shows, web site, literature and more.

Mixing it up increases a p

.

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

ogram’s effectiveness since prospects get the same message in a variety of forms. It c

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

Companies that provide selfless information through particip

n also make repetition more affordable.

Copyright 2005 Clairvoyant Communications, Inc

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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Using lines and shapes and your company or business name can create an awesome and unique logo design that everyone will remember.

The environment of any workplace is highly dependent on the type of manager and his/her management style. This article describes some of these management approaches.

What are the personality traits one needs to be successful in rainmaking? Do you know? You may be surprised with some of them. Are you dead in the water without some of them? This article will answer these questions and more.

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