Subjects - Business

"I'm just not good at marketing. I'm really not a terribly creative person."

I hear this from small business owners and professio

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

nal service providers all the time. As a small business owner you certainly know that you need to be marketing if you want to grow the bu

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

Examples of combination products may in

iness. The problem for many is that they don't (at least not consistently) because they tell themselves they're not creative. Or, they sp

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

end endless hours tweaking the look and feel of their marketing pieces at the expense of spending any time on the message.

There is a

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

huge misconception that to be an effective marketer you need to be a creative person. It's simply not true.

But, still the misconcep

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

Combination pro

tion persists. And far too often it becomes a primary reason, excuse, or justification for either not doing the marketing, or for blindly

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

passing it off to someone else you consider more creative than you.

So Is Marketing An Art or Science?

It's my contention tha

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 marketing is a science and not so much an art. The key to business growth is much more scientific than creative. That's not to say

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

hat creative people cannot achieve tremendous business growth. I'm simply trying to state that you don't have to be a creative-type perso

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

n to be an effective marketer, so stop using it as an excuse.

In fact, I'd have to point to myself and my own business as living proof.

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

'm not a creative person by nature. I'm a computer science major with a master's degree in business administration. I can barely draw sti

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

Following aspects would a

k figures. I don't create catchy slogans, jingles and advertising campaigns for me or for my clients to try and attract business. That's

dd to the challenges in developing combination products:

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

not what marketing is all about.

My business is being built by taking a more systematic approach to marketing than anything we ev

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

r used at any of my former employers. My ABCD Growth Marketing System is built on solid, proven marketing principles and strategies that

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

are easy to apply and scientific in nature.

Effective small business marketing is about creating repeatable processes and systems

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

that consistently apply these principles and strategies. Yes, it helps to have a little creativity. But, that's not ultimately the key to

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

Professional from academic institutions, pharmaceutical industries, health care indust

make you a successful marketer.

What I think is more important is that you take each marketing principle and strategy that you learn an

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

determine how you can use it in your own service business. I don't care if you're creative or not. If you're willing to commit the time

.

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

and effort to do a little of this, try a little of that, add a smidgen of this, test some of that, you'll ultimately find the formula tha

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

Companies that provide selfless information through particip

works for your small business.

That's what effective small business marketing is really all about. It's scientific, not creative

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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