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In a media interview, always stick to your main points without ra

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

mbling or digressing. Practice this when you rehearse.

Sometimes

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

Examples of combination products may in

, when you are doing a great job of keeping on topic, the reporte

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

r is leading to you talk about different topics, some of which yo

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

u aren't as knowledgeable about. If the reporter leads you into d

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

Combination pro

ifferent areas, go there only if it suits your needs and you are

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

comfortable there.

One advanced technique you can use in a tough

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

interview is "bridging." Bridging is simply steering the intervie

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

w back to your topic. Going down any side roads a reporter pursue

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 is usually a bad idea – even if the detour is innocuous, it tak

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

es you off your main points. You may find, when the article is pu

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

Following aspects would a

blished or the interview airs, that the only comments of yours th

dd to the challenges in developing combination products:

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

at reach the general public are those about a topic that you don'

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

t know much about. This isn't going to help your marketing effort

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

at all.

Don’t be afraid to bridge. If the reporter asks, “Well,

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

how do they feel about that in Argentina?” and you have nothing

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

Professional from academic institutions, pharmaceutical industries, health care indust

to say about Argentina, diplomatically acknowledge that the quest

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

ion is valid. For example, say "That's a good question. I don't f

.

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

ocus on Argentina in my practice, but I can tell you what my clie

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

Companies that provide selfless information through particip

nts are saying." Then move back to your topic – gently but firmly

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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In this tantalizing article I combine three things that usually don't happen in marketing articles - a reference to a Snoop Dog song, garlic Fries, and magicians. It will make you see marketing in a whole new light.

You work hard to make an impression with your trade show booth. And you train your staff to say all the right things. But once your visitors are gone there are really only two things connecting them with your company and your products: your follow-up strategy, and your handouts. Will your handouts make it past the waste basket? Have you made them an integral part of your follow-up strategy?

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