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Peter Boulder of Pepper and Rodgers Group tells a story of a friend of his who recently visited New York City.
His friend spotted an ad that read something like: "Buy at our grocery store and if the cashier doesn't smile at you when you check out, everythin

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

g in your cart is free."

Impressed, he made a straight line for the store in question and filled up his shopping cart with everything he'd need for a week.

To his chagrin, the lady at checkout not only didn't smile, but didn't even look at him. But

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

Examples of combination products may in

here was some consolation in the situation, he thought, and he triumphantly claimed his bounty of free groceries.

The cashier, however, denied any knowledge of such a special offer. Puzzled, the visiting gentleman took out his newspaper and showed her

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

the ad.

"Ah," she said, "look at that date! That's last week's promotion!"

So what's wrong?

Now what was wrong with the grocery store's marketing approach? For a start, of course, friendly customer service, if y

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

u want to offer it, cannot be contingent upon certain time slots or seasons of the year.

Either it's part of your mission statement, your philosophy of business, or it isn't. That's pretty straightforward.

But let's say you're not really interested in th

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

Combination pro

e service- with-a-smile concept. (A pity - but your loss!)

You know your cashier's only there for the paycheck, and that's fine by you, as long as she's competent at her job of checking out purchases. You don't expect her to take any special interest in yo

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

r customers, and you just have this "smile or don't pay" gig once in a while as a stunt to bring a few more people into the store.

The question now is: how effective can this kind of marketing tactic be?

Well, in the case under discussion, it may not be

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

the ideal way of stimulating new business, but such a promotion could serve some purpose, up to a point. Conceivably, some new people, or those that haven't shopped for a while, will be attracted by the prospect of a winning smile.

The result: a litt

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

e more money in the cash registers, as long as the promotion is running and the cashiers are cooperating. Even once the promotion is over, a few of these people might have already become habituated to doing their shopping there.

Now, instead of friendly coun

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

tenances (which, sadly, it doesn't really believe in anyway), let's say that the store decided to offer, during the period of the promotion, special discounts on certain products, or a brand new product for free with purchases over a certain amount?

Which of

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

these two promotions is likely to be more effective in the long run? Surely, the second.

Why? Simply because once the customers have been induced to sample the products on "special offer", and happily, they find them to their liking, they will probably cont

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

Following aspects would a

nue to buy them at full price, once the promotion is over.

Biting the carrot

Nowadays, ambitious entrepreneurs dream up and implement all kinds of ingenious incentives to drum up business - contests, referral bonus

dd to the challenges in developing combination products:

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

es, points, loyalty programs, you name it. Some types of viral marketing also rely heavily on incentives to persuade people to pass the message along.

All too often, the end result is disappointment - for entrepreneur and consumer alike.

This usua

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

ly happens when there's little real relation between the incentive and the product or service, and the product, in turn, falls short of the consumer's expectations. Viral marketers and their willing agents may succeed beyond expectation in whipping up mass

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

hysteria about a new idea - which, in the end, turns out to be a damp squib.

Unfortunately, email publishers who offer incentives to prospective new subscribers, sometimes suffer the same fate. Disillusioned newsletter consumers are becoming increasin

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 wary about biting the carrots dangled before their eyes.

But if incentive and product are closely connected, at least you have a chance of success. The most cynical of people will bite a carrot if they're genuinely convinced that it's truly represe

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

Professional from academic institutions, pharmaceutical industries, health care indust

ntative of a sumptuous repast ahead.

If that conviction is then vindicated and everything's according to their taste, they'll stay right to the end of the party.

It's hard enough, though, to produce scintillating content in your publication itself,

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

without being forced to create additional "bait" or "teaser" material in the form of special reports or the like. And if your new readers are disappointed with the final product, the most tantalizing incentives won't help in the end.

You only have

.

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

to look at the prominent news sites on the Internet that repeat virtually the identical stories week after week, to get an idea of the challenge of producing consistently good content on an ongoing basis.

Yet, if you really want to succeed, thi

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

Companies that provide selfless information through particip

is precisely the challenge which you, as publisher, must face. Good marketing strategies are essential, but marketing is the means, not the end.

A good marketer, they say, sells the sizzle, not the steak.

But without the steak, there's no sizzle

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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It appears that most gurus if you want to call them that represent themselves as experts. In several statements that I’ve read, they refer to other marketers as making mistakes. Yet, when they make the same mistakes, they call it testing.

An article that provides a quick-reference to federal anti-discrimination laws and their functions.

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Just Other Articles - Subscriber Incentives: Are They Effective?

So what's wrong?

Biting the carrot

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