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Pharmacist John Pemberton created Coca-Cola in 1886 in a three legged brass kettle in his backyard. His bookkeeper crea

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

ted the name and script type that you see on all Coca-Cola products. Presently, more than one billion Coke products are

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

Examples of combination products may in

consumed each day.

A college dropout who was looking to increase the capabilities of small businesses and home offices

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

created the world’s leading provider in computer software technology, Microsoft. Microsoft reported gross earnings of $

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

6.84 billion at the end of their June 2004 fiscal year.

So, how did they do it?

Marketing.

The formula for Coca-Cola

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

Combination pro

was bought by businessman and pharmacist Asa Candler in 1887. Candler believed strongly in marketing and advertising. U

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

nder the direction of Candler and his marketing techniques, Coca-Cola increased sales by 4000% between 1890 and 1900. B

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

1911, Asa Candler was using over one million dollars (roughly 4% of gross earnings) annually to fulfill his marketing

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

eeds. The efforts worked greatly as the product became known throughout the United States and Canada.

Microsoft now ow

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

s between 80 and 85% of the entire PC software industry. The company is gaining monopolistic market share (it is slowed

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

due to the supreme court ruling) and its owner, Bill Gates, is the richest man in the world. Keep in mind that Microsof

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

Following aspects would a

t was started in a college dorm room by a few students who were looking to make small businesses and home offices more

dd to the challenges in developing combination products:

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

ompetitive.

Your product must create a need or be relevant to the consumer (it obviously does or else you wouldn’t hav

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

a successful business). Also, what makes your product or service different? Why should the consumer buy your brand ins

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

ead of your competitions? Whether your company is barely making a profit or you just found yourself on the Fortune 100

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

ist, marketing and advertising is a must. When the correct techniques and devices are used, your brand has the potentia

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

Professional from academic institutions, pharmaceutical industries, health care indust

l to become the next Coca-Cola or Microsoft.

Just because the bills are being paid and the company is out of debt does

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

not mean that increasing market share and raising your bottom line has to stop. By creating brand awareness and loyalty

.

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

your company can exceed its target goals year after year. By allocating a certain amount of your yearly revenue to a m

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

Companies that provide selfless information through particip

rketing budget, a team of professionals can help you direct your funds the right way and help increase your bottom line

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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Companies that traditionally wholesale their goods to commercial markets are finding a niche in retail sales, selling their wares to individuals over the Internet.

Modacrylic fibres are mainly used as the flame retardant component in household textiles and functional fabrics such as blankets in planes. Cationic dyeable polyester is frequently found in top-fashion sports and leisurewear, while blends of cationic dyeable polyamide with standard polyamide increase the variety of shades that can be obtained on carpets using the differential dyeing method. Work wear made from m-aramid fibres such as Nomex protect fire-fighters in extreme conditions.

Marketing Tip: Are You Doing Targeted Marketing? A Case Study That You Can Use In Your Marketing

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