Advice You - Business

Nobody notices normal.

Not anymore, at least.

Fifty years ago? Maybe.

But this is 2007. Our culture is crowded. It is cluttered. It is LOUD!

Creating products, ideas, philosophie

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

s and brands that are normal is like asking customers to find a needle in a stack of needles.

Here’s why this is happening:

1. The Time-Choice Paradox. There’s entirely too muc

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

Examples of combination products may in

stuff out there. Too many products. Too many blogs. Too many service providers. Too many options. Too many choices. And this trend creates the ultimate irony: with every new choic

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

comes less time in which customers have to make it.

See, several decades ago, people weren’t as rushed. But then again, they didn’t have 97 kinds of energy bars to choose from.

LESSO

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

N LEARNED: the competition is fierce. Stand out or get counted out.

2. Changing Expectations. The absolute minimum of customer expectations is radically higher than it used to

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

Combination pro

e. (You can thank the Internet for this one.) Think about it. The luxuries we experience daily were unimaginable fifty years ago: instant access to unlimited information, 24-7 shoppin

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

options, overnight delivery (God bless FedEx) and of course, mass-customization.

As such, customers expect to talk to you (not a machine) right now. Oh, and whatever they’re buying, t

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

hey want it their way - right now. So if you can’t provide those minimum requirements, expect to hear a hearty “Peace out!” from those would-be customers. Because as you learned from #1

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

there’s plenty of other websites they can go to. Right now.

LESSON LEARNED: match your minimum level of service to the speed and need of the buying culture.

3. Crank it Up. T

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

e cool thing about the Internet is not only its capacity to build, encourage and sustain community, but the fact that it gives anyone and everyone a voice. A platform. A soapbox. A fo

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

um. Unfortunately, the result is a mass cranking-up of the total volume of our culture. It reminds me of that scene in Spinal Tap when the guitar player keeps explaining that th

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

Following aspects would a

e volume button on his amp actually goes all the way to eleven. It’s just that loud.

Think of it this way. Your downstairs neighbor is playing her music really loud. So you play your

dd to the challenges in developing combination products:

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

louder to drown it out. Then your upstairs neighbor plays his louder to drown yours out. Then his upstairs neighbor plays his louder to...

You get the point.

LESSON LEARNED: if ever

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

one else is yelling, you must yell louder.

How to Escape the Normality Trap

Now, considering these three cultural shifts – time/choice, expectations and volume – I don’t want yo

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

u to think that “normal = bad.” Being normal is totally cool.

But, just remember these two things:

1. Companies, people, products and ideas that get noticed get ahead.
2. Compa

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

ies, people, products and ideas that don’t get noticed get left behind.

HERE’S THE GOOD NEWS: the world is dying for uniqueness.

HERE’S THE BETTER NEWS: escaping The Normality Trap sim

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

Professional from academic institutions, pharmaceutical industries, health care indust

ly takes a conscious effort on your part to (consistently) make the mundane memorable.

To transform underleveraged fundamentals like voicemail messages, articles, speeches, books, busin

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

esses cards, conversations, websites, blogs and promotional materials...

...into distinctive, approachable, word-of-mouth worthy GOLD MINES.

As a result,

Instead of being Some Guy, yo

.

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

become That Guy.
Instead of searching for customers, you attract and cultivate fans.
Instead of trying to sell, you enable people to buy.

And that’s when THEY start coming

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

Companies that provide selfless information through particip

to YOU.

They = new clients.
They = the media.
They = people who want to help.
They = opportunities you never would have expected.

So. Still thinking about being normal

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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