Advice You - Business

You and your staff and board colleagues spend a lot of time planning and fine-tuning your nonprofit’s marketing plan. But once the plan is

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

approved, the pressure is on you -- the nonprofit marketer -- to carry it out successfully.

How can you ensure that board and staff members will

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

Examples of combination products may in

continue to support the plan? And how do you guarantee that colleagues will agree with your actions going forward and be pleased with results? At

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

times like these, nerves can run as high as expectations.

Over the years, in my work on staff and as a consultant, I've found that nothing works

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

as well as clear, frequent communication in a situation like this. Make sure you communicate frequently and thoroughly to your board and colleagu

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

Combination pro

s, so they aren't surprised at any step along the way. There's absolutely no way for you to predict their actions but you'll be treating them wit

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

the utmost respect and, through including a broader group, be likely to receive some very useful feedback along the way.

Here are some

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

tips to pave the way for a smooth implementation process:

• Before you take another step, work with the board to define a seri

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

s of benchmarks to be met as you bring the marketing plan to life. The benchmarks should be designed to motivate review of activity to date and c

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

urse correction if necessary (averting the possibility that you'll go too far in the wrong direction).

• Plan how frequently, and via wh

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

t means you'll update board members and relevant colleagues on your progress. Think of this group as your marketing team and let them know what t

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

Following aspects would a

ey can expect from you.  I recommend a periodic group email report, and occasional update meetings.

• Consider what you are

dd to the challenges in developing combination products:

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

eeking from your marketing team. And the kind of input they demand? Will you be soliciting approval or just keeping folks updated? More input is

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

ot always useful, especially when it comes to design issues.  You'll want to come to the table with a concrete recommendation that is

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

feasible for you to maintain while meeting your marketing budget and timeline. Also, make sure you define what results you can deliver. The kind

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

of marketing you're doing generates tangible results. Let your team know what you expect. But remember, nothing is worse than promising what you

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

Professional from academic institutions, pharmaceutical industries, health care indust

an't deliver.

• Let your marketing team know immediately if (and we can probably say "when") you come up against stumbling blo

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

ks. Nothing is better than an immediate group email to update team members on a glitch and your intended solution. Not only will they feel includ

.

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

d, and satisfied to be made aware of a diversion from the original plan – you give yourself great pr by providing an immediate solution.

W

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

Companies that provide selfless information through particip

en you put these four tips into play, you'll be doing as much as is humanly possible to make sure the marketing plan implementation goes smoothly

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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