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Why a small ad agency may be just what you need.

Trying to decide whether you need the services of

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 big ad agency? Here are a few things to consider, before you hand over your marketing plan (and budget)

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

Examples of combination products may in

for the coming year.

Big ad agencies are great. In their own little way. They take care of big bu

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

dget projects, in a big way. But smaller jobs, like sell sheets, brochures, buck slips and direct mail? Fo

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

rget it. You're going to wait. And wait. And wait. On the other hand, a small agency has the time to give

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

Combination pro

your business the one-on-one attention it needs. Thanks to lower overheads, a small agency it also much mo

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

re flexible when it comes to both pricing and I-need-it-by-end-of-day timing.

Big agencies are renowne

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

d for two things: big egos and big bureaucracies. The Creative Director and Senior Account Manager who

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

pitched your business? Odds are they're off pitching another new business account somewhere and you'll en

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

d up working with juniors. Or trainees. When you work with a small agency, you work directly with the Pres

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

ident and Senior Creative talent. People with the experience and knowledge necessary to help you actually

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

Following aspects would a

sell more and raise brand visibility.

Big agencies have a lot of layers. And mouths to feed. This

dd to the challenges in developing combination products:

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

means that unless you have a big advertising budget they can't afford to service your account profitably.

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

Conversely, a small agency will service the heck out of you. Even in the evenings, if need be. Without hav

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

ing to deal with all big agency politics, a small agency is free to focus on the task at hand - building y

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

our business and profitability.

Big agencies move painfully slowly. A small one moves at lightenin

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

Professional from academic institutions, pharmaceutical industries, health care indust

g speed. Without multiple approval layers to contend with, projects get executed efficiently and quickly.

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

What's more, without the typical agency divide between "creative" and "suits", a small agency can be much

.

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

more imaginative when it comes to both executional tactics and how to stretch your advertising dollar.

Sm

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

Companies that provide selfless information through particip

all agency or big agency? I'd go with small. You still get big ideas. Just without the big, big price tag.

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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