Advice You - Business

Do you use your marketing to sell inside your organization? Few projects are on time and under

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

budget? These failures can be devastating to the individual, costly for companies and damaging

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

Examples of combination products may in

to morale. Why do so many projects fall short of their initial expectations? There is a huge di

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

fference between who has a plan and hits the ground running, but as important is making an impa

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

ct or creating a burning desire to get it done . Who is best at creating a burning desire than

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

Combination pro

our marketing department?

Do you include them in your internal communications and projects? Ar

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

e you ever forced to sell an internal project? Would it help if your marketing department was p

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

art of it? On the next important initiative work with marketing to sell the project within the

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

organization! Marketing needs to play as important role in your internal communication as they

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

do in your external communication.

Internal Marketing Suggestions:

1. Give it a name? So many

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

times the sales & marketing will call it by a company name and operations will use it by the wo

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

Following aspects would a

rk order number. We cause a division between before it ever starts. It is also a lot easy to ge

dd to the challenges in developing combination products:

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

t behind a "Name" than Job #1405098-78965.

2. Next, work with marketing on the key milestones

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

and the critical points of the project. Create an event on that day or reward. Plan celebration

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

s based on the importance of the event. More importantly, leave everyone know the importance of

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

the date beforehand.

3. A good project has completion criteria and save the biggest celebratio

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

Professional from academic institutions, pharmaceutical industries, health care indust

n for that. Have marketing recognize key contributors during the project and people that go abo

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

ve and beyond their normal duties to get something done.

4. The customer, did we forget him? I

.

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

nclude them in your communication. Maybe even ask him to participate in certain celebrations or

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

Companies that provide selfless information through particip

be seen during the process. Personalizing a project will always add more strength to a project

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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Advice You - Do You Market Within Your Organization?

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