Subjects - Business

Creativity can be defined as problem identification and idea generation whilst innovation can be defined as idea selecti

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

on, development and commercialisation.

There are distinct processes that enhance problem identification and idea genera

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

Examples of combination products may in

ion and, similarly, distinct processes that enhance idea selection, development and commercialisation. Whilst there is n

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

sure fire route to commercial success, these processes improve the probability that good ideas will be generated and se

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

ected and that investment in developing and commercialising those ideas will not be wasted.

One of the useful methods o

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

Combination pro

valuing ideas is to analyse the practical impediments that may impede an ideas progress to commercial success.

One of

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

the useful models is Utterback’s (1994) S-curve, which describes how the performance and cost characteristics of a techn

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

logy change with time and continued investments.

The performance of the established technology improves over time, at f

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

rst rapidly, and then more slowly until maturity as years of improvement exhaust opportunities to better cost and perfor

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

ance (e.g. Windows in 2005, MS Office).

When the new technology first arrives (e.g. Linux, OpenOffice) it is crude comp

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

red to the existing, with many issues still unresolved. At this point it may be written off.

These problems are gradual

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

Following aspects would a

ly resolved over time and ultimately the innovation is able to compete with the cost performance characteristics of othe

dd to the challenges in developing combination products:

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

players. Then it is picked up by lead users who value it highly, and goes on to win market share through a variety of m

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

chanisms.

By plotting an idea against the S-curve, it is possible to gauge how long before an idea is able to engage wi

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

h rivals. Major barriers also include cultural and emotional objections. For example, condoms have a low take-up rate in

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

Africa, despite the prevalence of Aids, because of cultural taboos.

These topics are covered in depth in the MBA disser

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

Professional from academic institutions, pharmaceutical industries, health care indust

tation on Managing Creativity & Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Go

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

d Idea Generator Software and Power Point Presentation) from http://www.managing-creativity.com.

You can also receive a

.

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

regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

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

Companies that provide selfless information through particip

*

You are free to reproduce this article as long as no changes are made and the author's name and site URL are retained

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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It is easy to create a loyalty program but it is very difficult to assure that the created program will work your way. Since your aim is to retain costumers and provide them the reason to keep on coming back to use your services or buy your products for as long as possible, there are several factors that your costumer loyalty programs should possess to ensure success.

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