Advice You - Business

They use an integrated approach to their marketing, combining a great visual identity with a compelling message that gets deliver

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

ed through a variety of channels. People are bombarded with hundreds to thousands of messages a day. It’s just not reasonable to

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

Examples of combination products may in

expect an ad that runs one time in one newspaper will be enough to get your prospects’ attention and rally them to action.

Over

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

the next few issues of our newsletter, we’ll be sharing thoughts with you on various channels of marketing and advertising in ord

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

r to clarify the pros and cons of each one and to demonstrate why a layered, or integrated, approach is worth every dollar you’l

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

Combination pro

l invest. We’ll start with the obvious -- your visual identity.

Your visual identity -- it’s more than a logo Strong brands use

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

every opportunity to mark their world and their customers’ world with the organization’s visual identity. Do you? Sure individua

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

lity is important, but how often have we gone into a store or office and not been sure who’s a customer and who’s an employee? Re

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

arding your staff with high quality logo’d items that they can wear to work, identifies them as staff embers on-site and subtly p

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

romotes the business off-site.

Every business is cost conscious, but are you cutting costs at the expense of visibility? Sure yo

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

u can buy plain white envelopes for your business’s correspondence but envelopes with your logo and mailing information look more

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

Following aspects would a

professional and show you care about the details.

What promotional items link with your business, your mission and values, and

dd to the challenges in developing combination products:

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

ave a significant shelf life or staying power for your clients? Coffee mugs? Don’t we have enough of them? A client recently had

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

us create bookmarks. What a clever and appreciated little thank you. Add it to a book that relates to a subject of interest to th

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

e client, or that relates to your industry, and you’ve got a perfect thank-you gift that has significant shelf life.

You wouldn’

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

t dream of using a business plan that hasn’t been updated, so why would you want your customers or staff to come to an office tha

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

Professional from academic institutions, pharmaceutical industries, health care indust

hasn’t been updated? Are your office colors in harmony with the environment and the brand message being sent by your visual iden

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

tity? Sure, it can be costly, but not investing in your environment is also costly when it results in customers who think you don

.

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

’t value them, or causes them to feel things aren’t going well for the business.

This concept of “environmental branding” is exe

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

Companies that provide selfless information through particip

mplified by retail giants such as Ikea (an example that it doesn’t have to be a costly investment), Borders, and the Disney Store

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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