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So we've heard the well-worn statistic that we're exposed to around 3000 advertising messages per day (personally I think it's A LOT more). Ever con

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

sider what each of these messages is really asking you to consider?

I just opened up the web browser on one of my PC's. Straight away I'm faced wit

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

Examples of combination products may in

h an ad from Virgin Credit Cards "Things get more exciting when you say yes!" presumably that means saying 'yes' to debt - in this case it's by clic

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

king on the word 'yes' which opens a musical jewellery-box. A ballerina proceeds to leap out from her fixed spinning and start gyrating like a menta

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

raver! Is this what Virgin mean by things getting more exciting??..Must be.

The animation ends with a billboard announcing "The Virgin Credit Card

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

Combination pro

, Say Yes." Plastered underneath is the virgin logo with the word "Money" next to it.

We're faced with thousands of such notifications daily, each

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

one is asking us to consider something from a specific frame. Each one is asking us to consider what the advertiser would have us believe and value

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

bout their service. Each and every one is offering changes.

I've found it very useful to see every ad as its own unique little paradigm. A reality

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

that entices us to consider beliefs, values and changes that can frequently be out of alignment with our personal standards. Sometimes these paradig

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

ms are so far removed from the truth of the product or service too. Take McDonalds. What would the ads have us consider about the product? What para

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

igm does would McDonalds present to us? That happy clowns will entertain our kids? That the social interaction found in the restaurant will enrich o

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

Following aspects would a

ur lives? That we'll laugh more? Look more healthy and vital? I mean jeeeez!!

And don't get me onto the cosmetics firms!! What would they have us b

dd to the challenges in developing combination products:

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

elieve? What would they have us value? What changes do they offer?

So getting back to the ballerina - if I don't click 'yes' I don't value exciteme

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

nt???...hmmmm

The first process I get any of my clients to do. Individuals on my workshops FIRST weave the paradigm from which to launch all subseq

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

ent marketing communication.

I urge you to go back and take a look at your advertising with these questions in mind:

What beliefs is my offer aski

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

ng someone to consider?

What values is my offer asking someone to consider?

What changes am I offering?

If you're an Independent Professional, th

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

Professional from academic institutions, pharmaceutical industries, health care indust

ese 3 questions, answered mindfully will begin to create a paradigm for your service. How enticing your service is - how attractive it is to prospec

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

s, can depend very much on how thoroughly you answer these three simple questions.

You should have an intimate understanding of the paradigm you we

.

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

ave. The Paradigm you entice people with rather than allowing your ads to be driven solely by targeting, technique and smart-arse-tactic. Your parad

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

Companies that provide selfless information through particip

igm provides the foundation for your strategic launch-pad and allows you to be more precise about the tactics you choose to execute your campaigns..

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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When considering buying a franchise there are some secrets you need to know about. There are lots of franchise opportunity directories available both online and at the local bookstores. First you need to narrow it down to the categories,

Expanding your company to a new city is a giant step. There are many important decisions to make about your location, employees, financial needs and how you will best benefit your clients. If your remote employees will be working from home or their cars for the most part, you can provide them with access to a local branch of your company without paying high rent or buying expensive office equipment.

The more clearly you can define and picture your ideal customer, the better you'll be able to speak to him. Or her. And that brings up an interesting question: should your Yellow Page ad target a specific gender? If the majority of your calls - or at least the majority of your best customers - are a specific gender, then yes, you should craft your ad with an eye toward gender preference. Here's why:

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Just Other Articles - Independent Professionals: What Paradigm Are You Weaving? Part 1

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