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Advice You - The Ten Commandments of Marketing
1. The philosophy of “build it and they will come” only works in the movies – marketing is essential to the su
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
ccess of any business, ignore it and your business will fail.
2. Marketing is not like Christmas, you can’t j
2. Marketing is not like Christmas, you can’t j
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ust do it once a year – marketing is one of those ongoing activities in your business that you keep building a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d building. It’s not a one off exercise.
3. Who are you? Before you can tell your customers who you are you n
3. Who are you? Before you can tell your customers who you are you n
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eed to know who you are. Ask yourself the questions – who am I aiming at, what does my business stand for, wha
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t is the idea or image I want to portray?
4. Who are your customers and do they fit you? Trying to be all thi
4. Who are your customers and do they fit you? Trying to be all thi
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
gs to all people is a sure fire way to fail. Pick those markets that you want to deal with, markets that suit
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
you and the way you operate and then develop product that those markets will want to purchase.
5. Be differen
5. Be differen
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t – Differentiate yourself from you competitors and then you won’t compete on price. There are many companies
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
hat sell fried chicken in this world, but only one that has “the kernel’s secret herbs and spices”. If your pr
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
oduct is different not only will you remain for longer in the customers mind, but you will be able to charge m
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ore for your services.
6. Lazy marketing is expensive and doesn’t always work. Many people when they think of
6. Lazy marketing is expensive and doesn’t always work. Many people when they think of
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
marketing they think of advertising, which often is the most expensive and least effective form of marketing.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Look at alternatives that may take more of your time but less cash such as email marketing,
7. Consistency, c
7. Consistency, c
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
onsistency, consistency. Ensure that your image, your copy and everything about your marketing is consistent.
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
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
epetition is the key.
8. Do it right the first time – Save yourself a lot of heart ache, time and money by ge
8. Do it right the first time – Save yourself a lot of heart ache, time and money by ge
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
tting your marketing right the first time. Spend the time and money on getting a great logo the first time and
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
you won’t have to redo all your marketing material down the track.
9. Get organised, put it into a strategy
9. Get organised, put it into a strategy
.
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
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
nd “just do it”. Marketing is 1 % knowledge and 99% action. Get a plan, put in time lines, and set aside the t
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ime every week to market your business.
10. You need to be addicted to marketing. If not, hire someone who is
10. You need to be addicted to marketing. If not, hire someone who is
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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