Advice You - Business

Today’s consumers are bombarded with thousands of products and services on a daily basis through advertising, in-store displays and store shelves among

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

other vehicles. The probability that a consumer will notice your product among the herd, well, let’s just say it gets tougher everyday. The good news

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

Examples of combination products may in

is that it is not completely out of your control. It takes a bold initiative and a willingness to buck whatever the current trends are, but the results

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

can be nothing short of spectacular.

The only way to get your product noticed is by breaking your category's unspoken rules. While there are several

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

ays to break category, there are two fundamental characteristics you must possess in order to "break out" successfully. The first is a valid reason to

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

Combination pro

do so; the second is being comfortable with being different.

Coming to grips with the fact that you must appeal to consumers is nothing new, how we mu

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

st do so these days is. How do you go about breaking your category? First, review three elements of product packaging (visuals, structure and function)

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

and then decide which of these elements your product can break, should break and can afford to break.

Visuals: Take a look at what your shelf neighbor

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

s are doing. Is there something you can do visually to make yourself stand out? Can you change the content load on the package? Can you use colors that

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

are not being used in the current shelf space? We're not talking more these days... restraint, legibility and clear feeling of what the product is are

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

what today's consumer desires. Over cluttered graphics and trendy motifs are a sure fire way to outdate yourself before you even hit the shelves.

Stru

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

Following aspects would a

cture: Perhaps your product can be packaged in something other than the typical box or bottle. Review the structure of your package and determine if yo

dd to the challenges in developing combination products:

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

u can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead o

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

f tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches m

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

ved many refrigerated items to normal store aisles.

Function: One of the key ways to break category and achieve the status of signature brand is to re

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

view the function of your packaging. How can your product be packaged to achieve better use by the consumer? Recently a major sugar product has been re

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

Professional from academic institutions, pharmaceutical industries, health care indust

packaged in a plastic container with a lid so that consumers did not have to switch containers. By removing the sugar from the bags it made the product

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

easier to purchase, easier to store and easier for brand recognition.

Standing up, standing out and standing for something are the cornerstones of any

.

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

brand looking to make a real difference in a relatively short time. This must be considered with strategy and insight so the move positively influence

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

Companies that provide selfless information through particip

s the brand and new customers without alienating existing ones. Nonetheless, the question should be considered as to if and how will you break category

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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Postcard marketing is one of the most cost efficient ways of attracting the interest of customers. Postcard marketing has a history spanning about 135 years, and throughout that history has been an interesting way of attracting interest in products and services.

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