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Promotion of products or services has always been targeted at the special groups of audience that is divided on the basis of age, sex, social status and etc. Geo

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

-targeting is also very important in marketing as it is wiser to appeal to specific features and environment than to use a one-size-fits-all advertisement, broch

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

Examples of combination products may in

re or leaflet. Any kind of marketing campaign is directed at gaining profit from acquiring new markets for sales. Thousands of practical guides and manuals are w

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

itten in order to comprehend and use the methods of successful marketing strategies; however, the psychological aspect and the notion of direct response marketin

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

have not been covered to the full. How can an advertiser make his/her brand sound in consumers’ mind for a long time and be sure that the brand will really work

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

Combination pro

First of all, to catch the consumers’ attention the advertisement should be unique, memorizing and the most important – direct! Unique advertisemen

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

is clear: an advertiser should use his/her creative mind to come out with something unusual and eye/ear-catching. Memorizing ads can be reached by the mix of so

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

nds that can be identical in nature, phonological techniques, like rhythm, rhyme and other if you take radio- or television-advertisements. Nice collateral numer

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

c numbers of telephones are immediate constituents of a successful oral pleasant ad. The same is important in newspaper-, magazines-ads, billboards and banners –

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

clear content, blazing design, eye-catching slogans and novelty. Direct advertising is the most complicated step in planning a promotional campaign as a marketer

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

is responsible for any inaccuracy in an ad directly before a customer or a consumer while he/she is offering a product or a service.

There is also

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

Following aspects would a

another way of direct marketing – direct response advertising. What does it mean, indeed?

dd to the challenges in developing combination products:

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

By and large, this can be also called a “reverse advertising” when consumers are placing orders and request additional information themselves. A response is dire

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

t between the viewer and the advertiser, that is, the customer responds to the marketer directly. This is achieved, for example, by infomercials via television p

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

ograms, so people can order via telephone or Internet. The increasing number of sales (or decreasing number of products left) on the screen creates a favorable p

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

ychological effect: you must be in a rush to get the product before the stock eventually ends. Moreover, this magical number of sales indirectly informs people t

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

Professional from academic institutions, pharmaceutical industries, health care indust

at others are buying these goods and find them useful, so, why not to give a trial?

Direct response advertising is presented in newspapers and maga

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

ines in large scale as well. Though the reaction of potential customers is not flash-like in comparison with telemarketing still this kind of direct response mar

.

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

eting works greatly and has even some advantages: no need to be in a hurry – the ads and contact numbers won’t disappear from the paper; you have enough time to

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

Companies that provide selfless information through particip

e sure you need this or that good or service; there is no voice that accompanies ads as for many people this is quite irritating when they are being pressed down

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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