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When you invest in promotional items, you have a goal in mind. It may be to increase your market visibility, or to increase your sales, or to

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

prospect for new customers. They may be meant as a thank you or an enticement, or more commonly, as both. No matter the reason that you choo

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

Examples of combination products may in

se to give promotional gifts to your customers or prospective customers, it’s important to choose items and gifts that reach your target mark

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

et. Here are some tips on effectively choosing and using promotional gifts to get the reaction you want from the right people – those that wi

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

l buy your product.

1. Define your target market first.
It’s impossible to hit a bulls-eye when you don’t know where you’re aiming. Bef

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

Combination pro

ore you ever start a marketing campaign, you need to sit down and define your target market, and do so as specifically as possible. The more

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

specific your target, the more effectively you can take aim.

2. Research your target market.
In order to be useful to you, the promotio

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

nal items you choose have to be useful to your recipients. Take some time to learn what they need and want, and what gifts would be most welc

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

me and likely to be used. The perfect gift for a busy executive isn’t likely to be the same as the perfect gift for a new mother. Tying your

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

promotional gifts into your product and your target market is a surefire way to be sure that your marketing campaign will fly.

3. Stay in th

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

e loop with competitors.
Keep an eye on the promotions being run by your competitors and avoid duplicating. You don’t want your company

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

Following aspects would a

to be confused with theirs, nor do you want to be considered an imitator. On the other hand, you may learn something from a successful marke

dd to the challenges in developing combination products:

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

ing strategy being run by one of your competition.

4. Choose a delivery method that will reach your intended target.
No matter how care

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

fully you choose your marketing inducement, it won’t have any effect if it doesn’t reach its intended market. Blanketing every house in the b

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

orough with direct mail may get you widespread coverage – but will it reach the customers most likely to buy from you? It may be far more eff

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

ective to take a booth at the local mall during the hours that your potential customers shop. You’ll hand out far less gifts, but those you d

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

Professional from academic institutions, pharmaceutical industries, health care indust

hand out will be far more likely to bring you customers.

5. Require some action from your intended recipients.
It’s also important to

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

evaluate the results of your marketing strategy. The best way to do that is to require some follow-up action on the part of your gift recipie

.

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

nts. That follow-up could be as simple as ticking off a checkbox in an email and returning it, or as complex as hunting down a whole list of

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

Companies that provide selfless information through particip

clues to find their final gift. The important thing is that you be able to mark off how many people actually responded to your marketing gift

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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