Advice You - Business

The infantry teaches its soldiers the valuable survival skills of cover and concealment. As civilians, we often think of camouflage face paint when we

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

think of concealment; but simply not moving is another critical component in concealment. Motion easily gives away the soldier's position; soldiers q

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

Examples of combination products may in

uickly learn to move slowly and stealthily to stay hidden from the enemy.

Small business marketers need to learn from this vital lesson: if you don'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.

want to be seen, just don't move.

Unfortunately many marketers have yet to learn the corollary to this rule: If you want to be seen, leverage mot

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

on to catch your customer's eye.

Motion means money for the marketer. Motion interrupts the customer's routine--just enough--to pull her attentio

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

Combination pro

n away from what she's doing and steer her in your direction for just a moment. Engage her attention, then immediately guide her toward the next actio

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

n: send a salesperson to talk to her, or attract her to inspect your merchandise. Remember, motion is the shiny lure on the end of a line that's tethe

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

ed to a hook; but it's only the lure, not the hook itself.

In the first several decades of US motoring, a series of small, sequential road signs help

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

ed build Burma Shave into a nationally known brand. A quick Google search will show you several websites that have examples of the Burma Shave slogans

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

. Typically there were between four and six signs per ad. If you take just five minutes to look at some Burma Shave sign examples, you'll quickly get

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

feel for this unique campaign.

Why did Burma Shave signs work? Why did these small signs draw in millions of people as they were driving along? Part

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

Following aspects would a

of the answer lies in the genius of the construction of the ad campaign. Burma Shave signs made us anticipate. In an earlier article we looked at the

dd to the challenges in developing combination products:

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

importance of story for small business marketing.

The build-up is a critical component in story. Through movies, soap operas, novels, even comic str

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

ips, we humans engage in story wanting to be entertained, to be pulled through the adventure of the narrative, to the conclusion. It's the reason we l

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

sten when the girl two cubicles over stops by to tell us about the latest outfit she just bought (and the deal she got on it). Anticipation breaks up

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 boredom of the routine.

And what can be more mundane than driving through the endless fields and pastures of the Midwestern United States? In twe

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

Professional from academic institutions, pharmaceutical industries, health care indust

nty words or less the clever, compact Burma Shave jingles supplied something to look forward to--a break in the drive's monotony.

Plus, the Burma Sha

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

e signs moved the people in the car to share a laugh or possibly a groan. Think hearing the kids in the back seat talk about those little signs booste

.

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

d Burma Shave's brand recall in mom and dad's mind ? And all because Burma Shave combined the motion of the car with the anticipation of story.

Rem

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

Companies that provide selfless information through particip

ember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

© 2006 Marketing Hawk

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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