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The UK market for men’s and women’s lifestyle magazines is going through a highly dynamic period; there have been many major launches an

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

d much corporate activity in recent years, which has had an impact on the overall market.

The improved performance has been due in larg

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

Examples of combination products may in

part to a dramatic resurgence of the men’s lifestyle market, prompted by the launch in early 2004 of the two weekly magazines Zoo and N

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

uts. However, the women’s sector has also shown a robust improvement, with a 10% increase in consumer expenditure during 2004.

Original

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

consumer research into magazine readership and attitudes which was commissioned by Key Note, available through www.marketsensus.com and

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

Combination pro

undertaken in August 2005 revealed that a third of all adults are loyal magazine readers, buying the same magazine every week or month

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

17% prefer to browse the retail shelves, choosing a title according to what interests them in a particular issue. Nearly one in five (

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

17%) are regular readers of specialist magazines and one in ten say that they find the advertisements in such magazines of particular in

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

erest. Slightly fewer than one in five (18%) say that, although they do not buy magazines, they enjoy looking at them. Around one in fi

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

ve (19%) claim to have no interest at all in magazines, and one in ten say that they are too busy to read them.

Despite the recent grow

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

h in the magazine market, respondents are rather more likely to say that they now read magazines less than they did 5 years ago (at 19%)

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

Following aspects would a

than they are to say that they read them more (at 13%).

Overall, the consumer research suggests that it is consumers in the 45 to 54 ag

dd to the challenges in developing combination products:

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

e group who are the most resistant to magazines; since they are a growing population segment, this is something that could be profitably

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

addressed by the industry.

The pattern of dynamic launch activity that has characterised the market over the past 2 years is likely to

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

continue at least in 2006, but this does bring the possibility of overcrowding in the market the effects of which have been seen during

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

005, with several new launches in both the men’s and the women’s market either struggling or having closed altogether.

A combination of

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

Professional from academic institutions, pharmaceutical industries, health care indust

this overpopulated marketplace with less favourable economic conditions and proposed changes to the magazine distribution system (which

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

is expected to benefit larger retailers at the expense of smaller ones) means that a magazine price war is likely during 2006. Indeed, t

.

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

he cover prices of some magazines have already been reduced. Consequently, the recent high growth levels in the market are unlikely to

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

Companies that provide selfless information through particip

e sustained, but a steady increase in sales is still expected in both the men’s and women’s sectors over the next 5 years (2005 to 2009)

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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