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Branded iPods and MP3 players may be the ultimate promotional product and marketing tool because of their high perceived value as an incentive

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

or gift and ability to carry a custom marketing message via pre-loaded audio. And that’s just the beginning. An MP3 player in the hands of your

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

Examples of combination products may in

customers, or potential customers, is also a pipeline for a relationship marketing campaign that you can deliver via podcasting, the method for

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

publishing audio files to the Internet for download.

Here are 10 industry specific scenarios of how custom MP3 players can be used to attract

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

nd engage customers or members:

1. An airline offers MP3 players as an incentive to promote a new premium service or destination. Qualifying p

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

Combination pro

ssengers receive branded MP3 players pre-loaded with an audio magazine about other exotic destinations served by the airline.

2. A luxury auto

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

otive manufacturer offers MP3 players as an incentive for test drives. The branded players are pre-loaded with an audio infomercial that includ

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

s customer testimonials and interviews with engineers and designers.

3. A professional sports team sells collectable MP3 players, or gives the

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

away as a season ticket purchase incentive. Each MP3 player features the team’s logo and is pre-loaded with a broadcast replay of the their gr

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

atest game.

4. A public radio station offers MP3 players as premium gifts during membership drives. Each player is pre-loaded with spoken word

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

or musical features from their most popular programs.

5. A financial institution offers MP3 players as an incentive for new accounts. The bran

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

Following aspects would a

ed players contain an audio magazine that promotes other investment and money management strategies that compliment their product offerings.

6

dd to the challenges in developing combination products:

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

An entertainment company includes MP3 players in their press kits touting a new production. Each player is imprinted with the show’s icon and

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

ncludes cast interviews, sound bites and music from the production.

7. A university provides MP3 players with built-in microphones to incoming

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

freshman as a study tool. The players feature the school’s mascot and is pre-loaded with orientation information and promotions from the variou

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

campus organizations.

8. A training service provider offers MP3 players, combined with a library of training modules, as a learning platform

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

Professional from academic institutions, pharmaceutical industries, health care indust

o enable remote and on-demand training programs to their clients.

9. A manufacturer uses MP3 players as a B2B relationship marketing tool by g

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

ving them away free to their distributors and customers. Each player is pre-loaded with the first issue of a monthly audio newsletter featuring

.

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

industry news and instructions on how to subscribe to future editions via podcast.

10. A church raises funds by selling MP3 players pre-loaded

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

Companies that provide selfless information through particip

with special sermons or music collections and parishners are instructed on how to use them to download future sermons from the church’s website

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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