Advice You - Business

Many corporations will endorse sports figures or celebrities to promote their prod

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

ucts and services and it makes sense because so often these people are indeed look

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

Examples of combination products may in

ed up to by others and they will influence buying decisions, fashion and society t

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

a large degree. But what happens when a sports endorsement goes bad? What happens

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

when your athlete has been caught with a hooker, tested positive for steroids or

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

Combination pro

ommitted a crime?

Then what do you do? Well sometimes you do nothing and simply p

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

ull the ads off Television, sometimes you can the athlete and sometimes you make a

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

public statement that you do not condone that activity and this irresponsible beh

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

vior is not what we stand for and sack the quarterbacks endorsement big time.

The

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

re are so many examples of public relations sports endorsement disasters and then

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

here are super successes with athletes such as; Tiger Woods, Lance Armstrong, Wayn

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

Following aspects would a

e Gretzky, Joe Namath and Magic Johnson. Millions of dollars of products have bee

dd to the challenges in developing combination products:

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

n sold at very high prices by such companies as Nike, Adidas, L.A. Gear, Wilson sp

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

rting goods and Reebok using high-profile athletes and endorsement strategies.

Of

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

ten when endorsements go bad it can be a public relations short-term nightmare. O

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

her times if the company is quick to act and ax the endorsement; they can put out

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

Professional from academic institutions, pharmaceutical industries, health care indust

press releases making them selves look good because they don't stand for that kind

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

of crap. Often they make more money for canning and athlete due to their behavio

.

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

than they did for endorsing them in the first place. Because as they say in publ

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

Companies that provide selfless information through particip

ic relations and advertising; all news is good news. Please consider this in 2006

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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