Advice You - Business

There is more to making a purchase than just making the purchase itself. All consumers, wheth

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

er in a store or online, go through several decision steps when making any kind of purchase,

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

Examples of combination products may in

hether large or small. This chart outlines the state of mind of the consumer from unawareness

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

of the offering all the way down to when consumers become strong advocates for the offering (

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

ord of mouth). It also shows how marketing and advertising can significantly influence the d

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

Combination pro

cision making process, and what media are appropriate for each stage.

UNK/UNKs: Awareness ad

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

vertising to those "Unkown/Unknowns who do not yet know they have a need.

Need Awareness: Aw

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

reness/case making advertising to place advertiser "top of mind", mind share building.

Need

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

ssessment: Benefits oriented advertising to shift need solution toward advertisers offering

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

ata Collection: Benefits oriented, educational advertising, informational and comparison pri

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

t collateral such as brochures, flyers, direct mail.

Data Evaluation: Information and compar

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

Following aspects would a

ison print brochures, spec sheets, flyers direct mail.

Decision to Purchase: Sales or price

dd to the challenges in developing combination products:

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

oint oriented advertising, direct mail, point-of-purchase, incentive materials and ads.

Actu

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

l Purchase: Point of sale materials, posters, Add-on offers, up selling incentives help here.

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

Buyers Remorse: Awareness advertising again, customer service, follow up, direct mail

Tryer

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

: Direct Mail, awareness advertising, "word of mouth". Educational supportive ads that remind

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

Professional from academic institutions, pharmaceutical industries, health care indust

value proposition.

For more information, or to read more articles like this one by Tim Kenn

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

.

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

007. Tim Kenney Marketing |

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

Companies that provide selfless information through particip

_new" href="http://www.marketingadvertisingdesign.com">www.marketingadvertisingdesign.com

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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Advice You - The Consumer Purchase Decision Making Process

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