Advice You - Business

What do you need to put into the media arsenal?

A media arsenal is a set of tools that wi

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

ll be an aid in creating a marketing campaign. There are many tools that you can put into

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

Examples of combination products may in

your tool chest and like any profession that builds and creates using tools; the result ma

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

y range widely depending on the skill of the person using the tools. As a consultant you m

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

y be very good at using and creating from the tools you possess but if you feel inadequate

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

Combination pro

, there are plenty of resources on the web and also plenty of designers in any city.

The

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

following is a short list of some of the tools used in marketing campaigns:

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

rtising

Alliance marketing

Business Card Marketing

Donations

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

Email of Introduction

Infomercials

Letters of Introduction<

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

/LI>

Letters to the Editor

Newspaper Announcements

Networking eve

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

POD casting

Postcards

Power Partners

Press Rele

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

Following aspects would a

ases

Public Relations plan

Referrals

Speaking

Spon

dd to the challenges in developing combination products:

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

sorships

Streaming audio

Teaching for Community Programs

Tel

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

evision

Trade shows

Web based newsletter

Webinars

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

hite papers

Workshops

Writing a column

This list is by no

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

means exhaustive; it is a starting point for a good marketing campaign. There many other

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

Professional from academic institutions, pharmaceutical industries, health care indust

ways to market consulting services, the most common being word-of-mouth and the least popu

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

ar is to “cold call”. These tools are best utilized in combinations and not as stand alone

.

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

pieces. Any good marketing plan will use a variety of tools and track everything. At some

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

Companies that provide selfless information through particip

point the tools that are not working as expected can be dropped and replaced by new tools

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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