Advice You - Business

The Advertising, Marketing and Broadcast community currently reside in a tramline society, a society that has got used to its ruts a

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

nd its blinkers and prefers its own ways, however dreary, to untrodden paths and new ways of looking at things.

An analogous story

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

Examples of combination products may in

is of the Peruvian Indians who, seeing the sails of their Spanish invaders on the horizon simply put it down to a freak in the weath

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

er and went on about their business having no concept of sailing ships in their limited experience.

Likewise Advertising Agencies h

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

ave absolutely no understanding of the communication process. Similarly they pay only lip service to the much-needed concept of a

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

Combination pro

countability!

The huge changes about to engulf this community need not be painful, however these changes are inevitable because the

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

old ways of marketing and advertising have gone…forever. They have been exposed as having failed the needs the whole community.

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

Marketing applies advertising to the selling of goods or services, so, what is advertising? It is nothing more than a form of lea

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

rning, the advertiser is saying to his audience, learn about my product/service and then please change or modify your behaviour.”

W

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

ell then, what is learning?

Most educationalists today say that real learning is about answering a question or solving a problem.

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

The questions can range from the immense to the trivial, however when we have no questions we need no answers.

Apply questions and

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

Following aspects would a

an understanding of human behaviour to the marketing of products, then you start to have real communication taking place.

The quest

dd to the challenges in developing combination products:

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

ions do not have to be some kind of examination question, more often it is a sort of reaching for, an exploration. Learning is a

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

discovery and people do want to learn about and discover products.

As we said earlier on, you cannot expect the consciousness that

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

created the problem to then solve the problem. Advertising & Marketing people spent hours and hours at conferences discussing the

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

latest whiz in marketing and indulging in Group Think.

A most dangerous pastime because like-minded groups have like-minded ideas

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd find it hard amongst themselves to project change in their profession, any meaningful change that is!

Study the English Marketin

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

g Trade Press, one would think that all was safe and calm within their industry, they constantly discuss the latest multi-million do

.

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

llar advertising (waste of money) and how it fares creatively. The current account changes and, all the while, never giving any indi

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

Companies that provide selfless information through particip

cation that theirs is a profession undergoing critical examination and that the verdict is almost upon them…death of a thousand cuts

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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