Advice You - Business

Don’t think of these methods as too simple or mundane. They are very effective when done right and combined with oth

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 techniques in this report.

Yellow Pages – Another great resource that is often underutilized or used ineffective

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

Examples of combination products may in

y. Yellow page ads are great because when someone sees your ad, they are already in the market for your product or s

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

rvice. Yellow page ads need to be benefits-driven, with your Unique Selling Proposition (USP) stated clearly and bol

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

dly (remember, this is the one place where your prospects will see your ad alongside all of your competitors). You w

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

Combination pro

nt your ad to stand out from the clutter. Use a direct response type of ad, and again, free gifts or premiums work w

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

ll here.

Space Ads – If you’re going to do a space ad, it will generally get better results if you use the same lay

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

out as the editorials. Use the same font styles and sizes for the headline, body, etc. If the newspaper uses 2 colum

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

s per article on the page your ad will appear, use 2 columns in your ad. If they use 3 columns, you use 3. The “adve

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

torial” approach almost always does better than traditional space ads that scream “ad.”

A great way to get very low

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

costs space ads is to use what’s known as remnant, or standby advertising. Enter the following search in Google to s

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

Following aspects would a

ee what I mean and to learn more:

site:thegaryhalbertletter.com +"Nancy Jones"

And you’ll learn to experiment in m

dd to the challenges in developing combination products:

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

ny creative ways to find out what works for you. A local advertising paper, the Rare Reminder here in the Hartford a

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

ea, has classified ads and space ads. But I noticed that one “stone and mulch” company has their space ad featured u

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

pside-down in every weekly issue. At first I thought it was a mistake. But after seeing it upside-down week after we

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

k, I suspected they found that their upside-down ad stands out from the clutter. People think it’s a mistake and rea

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

Professional from academic institutions, pharmaceutical industries, health care indust

it. Yes, it’s a gimmick. Would I do it? Only if it tested positively. And maybe it has for these folks. Food for th

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

ought.

Radio/TV/Infomercials – You might be surprised how inexpensive you can get these types of slots, especially

.

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

f you use remnant advertising. Study the best infomercials, for example (the ones you see over and over again…they m

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

Companies that provide selfless information through particip

st be working or they wouldn’t keep airing them), to get some ideas on how they are constructed.

to be continued...

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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