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Although podcasting is trendy, it's vital to remember that when you use a podcast for Internet marketing, your podcast is really just another de

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

livery mechanism – a way to get your marketing message across.

Because it is a new delivery mechanism, there's a chance you'll get so wrapped i

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

Examples of combination products may in

the technology that you'll forget the basics, the AIDA formula. You need to give people something that they want to listen to, and you can’t go

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

wrong with the AIDA formula. AIDA is used in copywriting, and is an acronym: AIDA means Attract/ Attention, Interest, Desire, Action.

You need

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

to get people's attention, arouse their interest in your product, get them to want it, and finally take action to buy it.

Using AIDA In Your Po

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

Combination pro

dcasts

You can use the AIDA formula to market your products via podcasts in several ways.

Firstly, you can use the podcast to attract people t

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

a Web site where you're selling products related to the podcast theme. The podcast is the attention-getter. You can have ads on your site selli

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

g your products, and include mention of them in the podcast too.

Next, include valuable information or entertainment in your podcasts to make s

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

re that people subscribe. When they subscribe, you can market to them over and over again. This is the Interest factor.

You arouse Desire by me

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

ntioning your products and their benefits in your podcasts.

Finally, you need a call to Action, to ensure that people take action. "Buy before

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

idnight on Thursday, and receive _________"

Making Your First Podcast

Making a podcast (it's really just making an MP3 file) couldn’t be simpl

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

Following aspects would a

r. Here are the steps:

1. Plug a microphone into your computer;

2. Record your podcast using a program like Audacity at http://audacity.source

dd to the challenges in developing combination products:

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

orge.net/ (it's free);

3. Create an RSS feed – more information on that here http://www.ipodder.org/whatIsPodcasting (don't let the technical j

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

argon make you nervous, the RSS Feed is just a reference enclosure that lets listeners know when you've put a new podcast online);

4. Upload th

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

podcast to your Web site, and then upload the podcast's RSS Feed to a destination like Podcast Alley at http://www.podcastalley.com/ so that yo

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

can start getting a mass of happy subscribers.

Get Interviewed On a Podcast

If you don’t want to make your own podcasts, offer yourself as an

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

Professional from academic institutions, pharmaceutical industries, health care indust

interviewee on other people's podcasts. This saves you the trouble of recording your own material and putting it online, and you can promote you

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

r products on someone else's show as easily as you can on your own.

When you create your own podcasts, you'll want to ask people to join you fo

.

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

an interview too. You can even ask people to send you MP3 files of questions or tips, that you can include in your podcast.

So there you have

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

Companies that provide selfless information through particip

t: podcasting, another tool to add to your Internet marketing toolbox. If the idea appeals, give podcasting a try.

Copyright 2005 Michael Murra

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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