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This is perhaps the most common marketing myth and must be debunked right away if you have any hope of accomplishing your business goals.

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

A belief in this myth necessitates a view of marketing as a tactical function rather than the series of cross-functional processes, app

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

Examples of combination products may in

roaches and activities that it really is. Yes, advertising (marketing communications) is an essential component of your overall marketing

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

plan, but it is not THE plan – and ideally should account for only 1-2% of your entire marketing efforts. If you devote all of your att

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

ention and efforts on advertising activities (e.g. ad copy, sales channels, websites, media, etc.) you’re putting the cart before the hor

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

Combination pro

se and are missing critical issues that may be having a negative impact on your business.

Advertising should never be substituted for th

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 marketing process as a whole. No amount of advertising is going to make up for shoddy workmanship; rude employees or an unpleasant cus

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

tomer experience. It’s like building a house of cards… it may hold up for a little while, but it most certainly will come tumbling down.

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

You’ve heard of the ‘domino effect’, yes? If all of the dominos are set up correctly then one push and they will all fall into place… ac

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

hieving the expected result. It all begins with that first domino… it sets up the chain reaction for all the rest. Moreover, if any of

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

the others are out of place the ones after that will not drop. This common, but vivid analogy clearly demonstrates how one element can s

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

Following aspects would a

ignificantly alter results.

The marketing function can be broken down into two distinct parts – Strategies and Tactics. Strategic market

dd to the challenges in developing combination products:

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

ing defines who you are… It spells out how you differ from your competitors so that your prospects and customers can make wise choices.

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

Additionally, it serves as the working foundation for your entire company. It is the content of your marketing message: what you say, how

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

you say it, and who you say it to.

Tactical marketing (Advertising, Promotions, Sales Materials, etc.) involves the communication of yo

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

ur strategic plan. In other words, it is the vehicle(s) for delivering your message.

Strategies and tactics will be discussed in much g

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

Professional from academic institutions, pharmaceutical industries, health care indust

reater detail in Chapters Three through Seven.

Bottom line: You cannot advertise your way to success. If you choose to tell the public h

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

ow great you are… make yourself great first. The quickest way to kill a bad product, or business, is to advertise it.

Classic Symptoms

.

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

of a Myth #1 Believer

They…

• Ignore essential research, analysis, and planning

• Act like a "show horse" instead of a "plow horse"

•

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

Companies that provide selfless information through particip

Think/Say things like, "advertising works" or "you can make a fortune on the Internet"

• Don’t believe in giving anything away for free

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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Have you ever wondered whether you can save tax or protect your business with an offshore company or IBC? Chances are you can if you set one up in the right location.

No matter what business you are in, how old you are, how long you have been doing business or who you are doing it with, a very important part of doing business is a contract.

Marketing is what being in business is all about. But in the excitement of setting up a new company it's very easy to lose sight of this. Likewise, when you are slogging away running an existing business you can soon forget about the importance of on-going marketing activity.

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