Advice You - Business

“Target marketing” may be a suitable term for marketers to use among themselves, but consumer groups should n

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

ever be thought of merely as “targets,” as the ultimate focus of this campaign or that marketing effort. Con

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

Examples of combination products may in

umers are people. Living, breathing, emotional people. You’ll be wiser to identify and target the most sign

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

ficant common emotions of the group – their “hot buttons” – than to target consumers as a group.

Splitting 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

irs? Not really. One of the most effective ways to succeed at target marketing is to first develop a single

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

Combination pro

composite image to represent your targeted group. Create one mental image, a make-believe individual – gende

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

often doesn’t matter – who is truly representative of the consumers you’re targeting. That done, focus all

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

our efforts on convincing that composite individual to do what it is you want the members of the group to do.

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

Create your message, your copy, the content of your marketing effort as if it’s a one-on-one communication b

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

tween the personality – the personification, if you prefer – of your company, product or service and that co

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

posite “person” you’ve determined embodies the traits, characteristics – yes, and the emotions – of the group

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

Following aspects would a

you want to motivate.

No marketer worth his or her salt has ever written a sales letter that includes “y’all

dd to the challenges in developing combination products:

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

” The word of choice, the key to creating a “tie” between writer and potential buyer is “you.” It’s a word

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

ndicative that the communication – radio or TV spot, telemarketing script, newspaper or magazine ad, even dir

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

ct mail piece – is one-on-one, aimed directly at the individual listener, viewer or reader.

To be successful

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

that communication piece, whatever it may be, must touch as many of the “hot buttons” common within the group

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

Professional from academic institutions, pharmaceutical industries, health care indust

as you were able to identify and embody in the composite individual you created, that “person” with whom you’

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

e now communicating.

Please notice that I said “with whom,” not “to whom.” Your communication should not be

.

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

a monologue that talks to someone. You should be talking with them, creating a feeling of dialogue, a sensat

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

Companies that provide selfless information through particip

on that, while they obviously can’t exercise it, they should certainly be able to sense in your communication

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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