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Bluetooth-based marketing represents a dramatic shift in modern advertising. As paper public

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

ations dwindle in readership, and magazines become increasingly online exclusives, advertise

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

Examples of combination products may in

s must adapt to paperless approaches in an effort to keep up with their clientele. Additiona

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

ly, the long-term consequences of print advertising in a consumerist culture could be devast

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

ting in both environmental and financial costs.

Consumers are becoming evermore eco-friendl

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

Combination pro

and are growing to appreciate environmentally responsible businesses. Bluetooth allows reta

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

lers to pitch their products and services without having to print advertisements on a paper-

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

ased medium. The medium is the message, and some businesses are already reaping the benefits

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

of pitching themselves as being less-wasteful than their competitors.

From a business persp

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

ctive, Internet and print advertising are recurring costs that will never cease as long as a

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

business is healthy. Being unavoidable, advertising must transform itself into new mediums t

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

Following aspects would a

at are cost-effective and sustainable. What Bluetooth-based marketing represents is a one-ti

dd to the challenges in developing combination products:

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

e investment in new technology, rather than a never-ending lease in print-based approaches.

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

n other words, Bluetooth versus print is the same difference as a broadcasting a song on the

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

radio versus handing out cassette tapes- the overhead is minimal and the effect is dramatica

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

ly larger.

As the cost to profit margins of print-advertising shrinks, many retailers are f

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

Professional from academic institutions, pharmaceutical industries, health care indust

nding that the thousands of dollars spent on full-page spreads in newspapers and magazines c

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

uld be better invested in other avenues, such as Bluetooth-based approaches. Coupled with th

.

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

promise of an improved, environmentally-friendly image, Bluetooth’s flexibility and effecti

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

Companies that provide selfless information through particip

eness will make it an invaluable tool in the near future, for all customer-driven businesses

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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Most of the advertising, even those submitted by major US advertisers, demonstrated how much they are 'out of it'. One thing I noticed to be common among virtually all the ads shown at this Superbowl was the seeming inability of the Advertisers and Ad Agencies, to distinguish between these two kinds of advertising. I will illustrate this point with the following examples that came somewhat toward sound share-increasing advertising, but stopped well short of being really good commercials, for one deficiency or another.

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