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It’s true: Good customers want to help your business succeed. Let’s help them out.

As a small business owne

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

r you know your business better than anybody else. However, our experience shows that many small business owners an

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

Examples of combination products may in

marketing managers need help in clarifying and clearly stating their own company Brand.

Lots of people talk about

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

ord-of-mouth advertising. Creating successful word-of-mouth is much more art than science. Think of it as having you

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

customers and employees carrying a Brand Banner for you.

Let’s be candid: even your best customers won’t wave your

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

Combination pro

Brand Banner all the time. And they don’t need to. You only need them to wave it when the opportunity arises: wh

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

n they are talking to another potential customer. In an earlier article we discussed the importance of helping m

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

vens develop a positive view of your business. A typical satisfied customer won’t supply you with the quality or num

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

er of referrals that a true maven will, but even one referral is better than zero.

There is a pivotal moment in the

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

customer referral process: you are about to see a warm body walking through your door--or not--depending on what<

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

i> your customer says about you. Your customer needs a Brand Banner that is easy to repeat and memorable
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
>.

As a marketer it’s your job to supply her with that Brand Banner. Maybe you give her one very tightly focused se
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
tence or phrase that sums up all your business does and is. Sometimes an effective slogan can be so powerful and mem
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
rable that the customers believe it and actively pass it on. Usually such slogans must go beyond cute and carry some
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
meaningful content, but not always. A slogan is a part of your Package, and ideally everything about your Package s
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
ould reinforce the Brand.

A good Brand Banner must be focused, and that focus should re-iterate your brand’s positi
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
n in the mind of the current customer. If you aren’t clearly positioned in the mind of the customer, then how can t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e customer possibly refer your friend to you in any type of meaningful way?

Clearly focusing your Brand Banner arou
.

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
d your position will help to keep your Brand sticky. In another article we will show how you can draw from your exp
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
rience to create promotions as well as the Brand Banner that is memorable and easy to repeat.

© 2006 Marketing Hawk

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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Just Other Articles - Small Business Marketing Tip - Brand and Customer Referrals

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