Advice You - Business

Guglielmo Marconi invented radio in 1896. The first commercial transistor radio was the Re

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

gency TR1, which went on the market in the USA in 1954. Many people have contributed to t

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

Examples of combination products may in

e development of the radio. Radios grew in popularity in the late 1920s and became a commo

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

household gadget.

Radio commercials are considered an economical medium for advertising.

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

It costs much less to produce a radio commercial and to buy airtime than to film a TV comm

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

Combination pro

rcial and buy television airtime. However, radio commercials need to be effective in diffe

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

ent ways than TV commercials, in order to grab the listener’s attention and cover all the

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

ey points in a concise, informative and entertaining manner.

Radio commercials can be in

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

he form of radio copy read by on-air personalities or pre-produced spots of 5, 30 or 60 se

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

onds. The advertising copy must be in a conversational style with important information re

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

eated during the ad. Placement is the other key to radio commercials. An ad during mornin

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

Following aspects would a

g or evening ""drive time"" is far more effective than an ad at 2 a.m. Typically, radio a

dd to the challenges in developing combination products:

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

s are bought in chunks since a high frequency of commercials during a short period of time

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

has been proven to be most effective. It is easy to make last minute changes to radio scri

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

ts or spots, unlike television commercials, since they require more production.

Radio com

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

ercials must sell the benefits and not the features of a product. A major problem in busin

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

Professional from academic institutions, pharmaceutical industries, health care indust

ss advertising today is the lack of coordination of a campaign in which all forms of media

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

target the same message. They are also dependent on placement and have limited time in whi

.

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

h to include all-important information. The scripts for the commercials are considered goo

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

Companies that provide selfless information through particip

only if the talent reading them can get the key points across efficiently and effectively

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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