Subjects - Business

The first thing you need to do is put together a promotional brief. It is just as important to prepare this for yourself as it is if you are planning to use a third party, such as a PR agency. This brief should form the basis of the campaign- it should inclu

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

de the relevant Ws- Why, What, Who, Where. You also need to think about the How as well.

If your campaign is going to be successful, you need to think about what you are trying to achieve, and apply good old fashioned commo

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

Examples of combination products may in

n sense. You can of course be extremely creative in how you go about your campaign, but in order for it to be successful, you have to think carefully about what you want to achieve.

Some of the relevant points to cover in a Promotional Campaign brief are outlined below:

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

lockquote>a) What is it that you are promoting? b) What response do you want to get from the target (e.g. do you want a sale, or an expression of interest, or contact details etc.?) c) What response level do you need to achieve in order to make the promotional activity worth

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

while?

d) How targeted is your mailing list? (the more highly targeted, the greater your level of response will be)

e) When do you need responses by?

f) Who will handle your responses/ answer queries?

g) How will you follow-up your responses

i) when people reply positiv

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

Combination pro

ely, or negatively, to your promotion?

ii) if levels of response are not as high as expected?

h) What image are you trying to get across through your promotion?

The next thing to think about is how you are going to get your message to your target audi

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

ence. Types of questions to pose yourself when thinking about your target audience may include:

a) Who you are actually wanting to target? b) What are their likes and dislikes likely to be? c) Does your audience have a particul

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

r interest in common? d) Does your audience fall into a particular age range? The answers to this type of question should help you think about the ways your audience access information, and may provide some specific channels for you to get your

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

message to them. There are numerous channels you could use to get your message to an audience and the range of channels is changing rapidly with the developments in technology, the internet, mobile technologies etc. Selecting the correct one(s) is key to a successf

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

ul campaign. By understanding your audience, what you are wanting to say to them, the response you wish to evoke and constraints such as the amount of money you have to spend, how much time you can spend responding, how much stock you wish to sell etc., you should be able to

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

make wise choices in your channel selection. Channels may include:

a) A website b) A Blog c) An E-Zine

d) An email

e) A specialist interest magazine

f) A club newsletter

g) A flyer

h) Television

i) Radio

j) Local press

k) Regional Press

l) National pres

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

Following aspects would a

s

m) A poster

n) Direct mailers

o) Telephone calls

Once you have selected the appropriate channels, you need to think about how to best use the channel:

a) Press releases
i) A well written press release may stimulate

dd to the challenges in developing combination products:

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

interest cross-media. As well as the press release being published either as submitted, or as an edited version, you may also stimulate further editorial. The drawback is that you cannot control how a press release will be used. Your content may be edited (if used at all), a

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

nd you have no influence on where or when it is placed.b) Editorial (Content).

i) You can create your own editorial by writing articles for magazines, e-zines, newspapers etc ii) You can contact journalists directly and gain agreement for a third par

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

y to write editorial. If you decide on this course of action, it's important to do your research and target journalists who will be interested in what you have to say. Also make sure that you have something really interesting to generate their desire to cover your story.

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

ockquote>c) Advertisement. Totally controllable. You state what information is to be put in the ad, the size, the position, and the response details. If you want to place an advert, think carefully about the publications you could choose. Is your audience tightly targeted an

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

Professional from academic institutions, pharmaceutical industries, health care indust

d so likely to read specific specialist titles, or is your local paper going to be more relevant? How many responses will you need to pay for the advert? Is this realistically achievable? d) Content on web site. You should be able to control the information, where and how it

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

is placed. If you update the information yourself, you can control a steady flow of information to your audience that fits in well with your business.It will probably be useful to make time for follow up to your campaign if you find that you need to boost your

.

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

response rate Make sure that you get your customers permission to retain their information on your database, as appropriate. This will be extremely useful for future campaigns. Evaluation measures

a) Reference responses by, for example, putting

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

Companies that provide selfless information through particip

a reference code on any advertising materials. Collate sources/ reference codes upon receipt of responses (if response is via the telephone ask the respondent how they found out about the event). Record these responses in the event file under campaign evaluation.

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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