Subjects - Business

Think of the most horrible sound imaginable.

Maybe it’s fingers on a chalkboard.
Maybe it’s a baby screaming in pain.

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

Maybe it’s someone choking on a piece of broccoli.
Maybe it’s turning over the ignition on your car when it’s alre

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

Examples of combination products may in

ady started.

Yecch! Makes your skin crawl, huh?

Exactly. That’s the effect noise has on people.

Now think of the mos

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

beautiful music imaginable.

Maybe it’s a song from an opera.
Maybe it’s one of Mozart’s symphonies.
Maybe it’s

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

an ambient mix of keyboards and organs.
Maybe it’s that first song you slow-danced to at your wedding.

Ahhhhhhhh

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

Combination pro

Puts your soul at ease, doesn’t it?

Of course. That’s the effect music has on people.

However.

The majority of the market

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

ing out there isn’t music.

It’s noise.

And customers are tired of it.

PERFECT EXAMPLE: When you were watching Tivo last nigh

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

t, you just skipped right through those annoying commercials, didn’t you?

ANOTHER EXAMPLE: I took a flight on US Airways from

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

Phoenix to St. Louis a few weeks back. When my delicious, hearty meal was delivered to my seat (by which I mean a cookie), I o

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

pened the tray table only to find the entire surface was covered with a colorful advertisement!

On my tray table!

I don’t eve

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

remember what product it was for. I think a home stereo or something. I didn’t care. I just wanted to get that ad out of my

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

Following aspects would a

face.

Because it was just more noise.

FINAL EXAMPLE: I went downtown to the auto show last weekend. Lots of noise: banner a

dd to the challenges in developing combination products:

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

ds, booths, tables, demonstrations, emcees giving short speeches about the features of the cars, all that stuff. Sensory overl

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

ad. To the point of exhausting.

But then I saw something cool. Something musical.

A woman who worked for Chevy stood by a b

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

right red ’07 Corvette. She had a digital camera on a tripod. And sitting in the driver’s seat was an eight-year old boy wear

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

ng a smile so big you could see it from the suburbs.

“One…two…three… (CLICK) …and verrrry nice!” She said.

The boy leaped out

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

Professional from academic institutions, pharmaceutical industries, health care indust

of the Corvette and ran over to the girl.

“Thanks buddy! Now when you get home, go to chevy.com, login using the key code on

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

your card, and you’ll be able to download this picture!”

"Cool! Thanks Corvette lady!" he said.

It was like music to that k

.

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

d’s ears.

LESSON LEARNED: make music, not noise. Interaction, not interruption.

LET ME ASK YA THIS…
Does your marketi

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

Companies that provide selfless information through particip

ng create MUSIC or NOISE?

LET ME SUGGEST THIS…
Email me with your best three example of marketing with music, not noise

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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