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If you want to see a traditional print publisher explode all you need to do is say "Print publishing is dead; it's just old fashioned editors that are keeping it on

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

a life support system!"

I don't actually believe print is dead, but its fun watching the reaction.

Indeed online publishing should be a natural extension of trad

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

Examples of combination products may in

itional newsletter, newspaper and magazine publishing, but many of the publishers look at the web as it is persistent and unwanted veruca, which they can't get rid

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

of.

And they never will be able to get rid of it!

The web is here to stay and it will start eating more and more of the traditional publishers lunch.....and here

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

are some of the reasons why.

If you are a traditional print publisher please take note.

Low cost of delivery at a time when postage and physical distri

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

Combination pro

bution costs are rising

No typesetting and printing costs. Editors and contributors can add articles and comments directly to the website as they are wri

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

tten

Archives of content can easily be made available in a simple, searchable format, adding great value for subscribers. Print publication readers rarel

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

y archive old magazines and newsletter as they are difficult to search, so the value of the information is quickly lost

Ability to constantly update and

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

refresh content. No need to be restricted by publication dates. These opens up new areas of content that would previously not been possible. E.g. breaking news, inv

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

estment advice, etc.

Online membership administration can be completely automated, avoiding the need for costly manual processing of cheques, standing or

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

ers, direct debits, etc.

Members can interact with each other through online discussion forums; this interaction creates a sense of community and engende

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

Following aspects would a

rs greater loyalty

Global reach enables niche subject areas to become commercially viable at little extra cost

Content can be provided in mult

dd to the challenges in developing combination products:

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

imedia formats including audio and video. Podcasts are becoming an important way of distributing information

Different membership offers can be easily te

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

sted, tracked and tweaked

The publisher can observe in real-time what areas of the site are most popular and use this market intelligence to continually

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

improve the offering. Print publishers have no idea what articles subscribers read and value

A website is always on and always available wherever a reade

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

r is

The cost of marketing will be reduced as the search engines starting listing a site on the search results pages

New members get instant g

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

Professional from academic institutions, pharmaceutical industries, health care indust

ratification. They can sign up and be reading the very latest information within minutes To finish off with I will leave you with a quote from one of

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

the most powerful and influential publishers in the world, Rupert Murdoch:

“I believe we are at the dawn of a golden age of information – an empire of new knowledg

.

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

e. It is difficult – indeed dangerous – to underestimate the huge changes this revolution will bring to print media or the power of developing technologies to build

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

Companies that provide selfless information through particip

and destroy companies”

“Companies that expect a glorious past in print to shield them from the forces of change driven by advancing technology will fail and fall.

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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