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Over a decade I spent in the world of finance and investment left its mark on a deep emotional level. I wear these marks not with so much pride since that was hammered out long ago but with a sense of nostalg

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

ia.

According to wikipedia Johannes Hofer, a medical student in 1678 coined the nostalgia (nostos = returning home, algos = pain/longing) to define the pain a sick person feels because he wishes to return 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

his native land, and fears never to see it again.

As we use the term these days, it is associated with a fond memory. I have to admit that I do not cherish all the memories from the world of finance. One se

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

ies of memories that I am not so fond of is the one associated with emotional drain when an investment did not go the way expected despite every effort made.

I have learned that these emotional drains do not

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

have to be large to be painful. And large or small they impact our decision making ability.

On the Web we want targeted Web traffic, the kind of customers who are actually looking to buy our products and ser

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

Combination pro

ices. In the search for targeted traffic we come across pay per click advertising and here is where my old scars of emotional errors act up.

One of the most emotionally painful pay per click experiences is 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

ying too much for a keyword especially if we do not make any sales. I have seen hundreds of dollars drain from my accounts in a day. Ouch!!!

After these types of experiences, it is hard to remain objective 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

d take necessary risks without going overboard. This is where our personal pay per click advertising comfort zone comes in.

The emotional comfort zone acts like pain receptors in the body, telling us when so

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

ething is wrong. Working with our comfort zone allows for a safe, gradual and constant progress.

Acknowledging our comfort zone provides an emotional structure for us to work with pay per click advertising s

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

stem successfully.

There is a lot of self-improvement B.S. (Bad Suggestions) about raising your expectations, stretching beyond your comfort zone and living outside the box. The fact is that we must know the

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

box before we can live outside of it. Most of us cannot afford losing too much sleep when we are trying to stretch our limits and at the same time pay our bills.

We try something beyond our comfort zone and

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

Following aspects would a

after a few days or weeks of being miserable; we go back to our comfort zone. All we have to show for is more misery and another failure.

I suggest that you get to know your pay per click advertising comfort

dd to the challenges in developing combination products:

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

zone and stay with it. Let positive experience expand it naturally. Don't force it.

If you can afford a $50 advertising budget, stay with it and find the best way to use it. As you see results and make money

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

you will naturally be comfortable with $75 and then $100.

You must realize positive tangible results to help you move to the next level. Don't let wild imagination and promises lure you away from your budget

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

Don't let greed for more instant profits or fear from not making sales run wild. Stay within your pay per click advertising comfort zone.

If you have never done pay per click advertising, one way to approac

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

it is to begin with the assumption that from every 100 targeted visitors one will buy our product. The actual number could be higher or lower and you need to adjust to it once the results come in. So if you

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

Professional from academic institutions, pharmaceutical industries, health care indust

have a budget of $10, this means you can pay up to $0.10 for each visitor. And an advertising budget of $50 provides a cap of $0.50 for keywords.

Your profit margin also impacts the budget. A profit of $10 p

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

r sale means that the most you can spend on advertising is $10 if you do not want to lose money. That in turn means your maximum advertising budget is $10 which caps the most you can pay per visitor at $.10 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

you keep the assumption of 1 sale from every 100 visitors.

The only thing I did not speak of is the value of repeat business and the life time value of a client which wraps up in acquisition cost of new cli

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

Companies that provide selfless information through particip

nt. I know, that is a mouthful and that is why I left the subject for anther article.

May you benefit from all your advertising efforts and may your comfort zone expand to match your ideals.

© Vishy Dadseta

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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