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Advice You - Blonds Have More Fun!
In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich
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
Hartmann. During WWII, Hartmann recorded 352 confirmed in-flight victories. To put it into perspective, very few American fighter pilots reached 100 in-
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
flight victories. Simply put, Erich Hartmann reached levels of greatness most fighter pilots can only dream about.
Would you like your business to achiev
Would you like your business to achiev
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e such levels of greatness? A common way to learn from the success of others is to look at what they did and adapt it to your situation. Here are two way
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s Hartmann reached success, use them to turn your company's brand into a Blond Knight.
1) Know Your Enemy: "If you are unable to beat your enemy at his ow
1) Know Your Enemy: "If you are unable to beat your enemy at his ow
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
game, it is nearly always better to adopt some striking variant." - Winston Churchill (intro to Chapter 4 of The Blond Knight of Germany.)
Hartmann's Use
Hartmann's Use
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
: He created a Pilot's Handbook of Enemy Strength that outlined all of the planes his enemies flew. It detailed the strengths and weaknesses and the best
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
approaches in defeating them. He was rarely surprised by what the enemy was capable of doing.
Your Use: Don't depend on your personality and hard work to
Your Use: Don't depend on your personality and hard work to
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
propel your brand beyond the competition. Learn all you can about your products, your field, your competition, future competition, etc. Find out what yo
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
u are up against and plan your strategy accordingly. Having a good idea, being honest, and providing "great customer service" are not guarantees to the su
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
cess of your brand. Knowing your enemy's strengths/weaknesses and how you honestly match up against them (and acting on this knowledge) is the greatest in
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
surance for your brand's success.
2) Be First: "If you can't be first, create a category in which you can be." - Al Ries & Jack Trout
Hartmann's Use: Eri
2) Be First: "If you can't be first, create a category in which you can be." - Al Ries & Jack Trout
Hartmann's Use: Eri
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ch Hartmann said it best, "The pilot who sees the other first already has half the victory." Playing catch up is not a fun position when you are thousands
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
of feet in the air.
Your Use: Catch up also is not fun when thousands of your dollars are at stake. Avoid playing catch up by creating a new category.
Your Use: Catch up also is not fun when thousands of your dollars are at stake. Avoid playing catch up by creating a new category.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
Even the slightest difference in focus can establish you as a category leader - instead of another brand in an overcrowded category. Dell computers built
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
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
heir brand on selling direct to the consumer. Started in 1984 by a college student (soon-to-be a college drop-out,) Dell computers currently ranks as the
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
leader in most computer manufacturer categories across the globe. Competitors such as IBM and HP have now tried to offer consumer-direct service. However
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
, Dell was first in the category and it appears they will stay that way.
Erich Hartmann used a one-two punch combination of Know Your Enemy and Be First t
Erich Hartmann used a one-two punch combination of Know Your Enemy and Be First t
.
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
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
o become the best fighter pilot in history - The Blond Knight. You can use the approach to help build your brand. Performed with confidence, this combina
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
tion is sure to grow your business. Meaning: more customers, more profits, more enjoyment - that proves it, blonds (blond brands that is) do have more fun
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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