Subjects - Business

Make Magic #1

Marketing is about making plans, about Goals and Objectives and Strategies. It is about what I call the “what and the how” – the answering of these questions.

• What is my destinatio

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

n (objective) and how (strategy) will I get there?

• What action (strategy) will I take to reach that destination (objective)?

• What steps (goals) are necessary to accomplish these things?

This p

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

Examples of combination products may in

ocess is critical to a successful marketing effort and paramount to your future. Addressing these questions in relation to your Product, Price, Place and Promotion will give you a focused plan of a

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

tack on the Competition. Most people do not strategize when they venture into writing a marketing plan; they do not complete their plans and invariably, do not succeed. You need a Competitive Adva

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

tage, and this is where you’ll find it.

Make Magic #2

Marketing is about the circle being completed, coming back at the end of the year, or sooner, to re-evaluate the progress you are making. Neve

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

Combination pro

, I repeat, never leave your plan to chance. By not updating it on a regular basis, you are risking failure. Your Control and Feedback portion of your marketing plan is as critical as the front end

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

planning for what you want to do and how you want to do it.

Case in Point: I initially set my 2005 Marketing Plan for my book, “Gifts of Sisterhood – a journey on to your own”, www.giftsofsisterhoo

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

.com that launched in March of this year on a course of bookstores, speaking engagements, book festivals, trade shows and a media blitz. Over the first six months, the feedback I received from sati

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

fied customers was that I had other markets to be addressed in seminars. I had been talking about the logistics of writing the book, the inspiration for writing the book and my marketing plan for th

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

book to mostly women’s groups, my Market Segment.

Make Magic #3

I was willing to listen to the customer and get their perspective - Product Development emerged in two seminars: grief support and

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

top smoking. A whole new area for me in the health and wellness market - Market Development - became apparent. Target Markets developed with the excessive amount of grief today in our country, and

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

Following aspects would a

the greater awareness of lung cancer and women. My Marketing Plan was adjusted immediately and plans for 2006 are being revamped to include strong Positioning in the health and wellness community.

dd to the challenges in developing combination products:

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

ake Magic #4

There are many Communication Vehicles in marketing. My personal favorite is Public Relations - the key to a successful marketing effort because it can be cost-effective even for the “l

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

ttle guy” like me. I know from personal experience, if you work the Publicity angle correctly you will build a positive image and earn the respect you deserve. Too many people see the PR aspect as

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

step-child of marketing and get hung-up on the sales portion of their Marketing Plan and think dollars and diamonds all day long.

Remember, it is your credentials, they come to see and hear, and it

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

is your expertise they must take away. Be sure you make it easy for them to buy. Your Communication Vehicles will make or break everything else because they are the outlet that catches the eye, the

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

Professional from academic institutions, pharmaceutical industries, health care indust

heart and soul of the customer. The vast majority of people are visuals, do not insult them – delight them and give them what they want and need! They are already well informed.

My web site www.pl

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

rooks.com is informational, an image builder and a sales outlet for Distribution in an easy to use format. It is used in lieu of a costly brochure or advertisement. It allows you a preview to my p

.

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

oducts without boldness and banners. You are referred to an actual sales site for the book www.authorhouse.coim . The customer will buy when they are ready to buy. After being in sales and marketin

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

Companies that provide selfless information through particip

for almost 25 years, I know one thing for sure – today we are Problem Solvers not Sales People – Customer Relations is the name of the game!

Best wishes for a Happy, Healthy and Prosperous New Year

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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Perhaps the most visible and familiar element of the initial public offering process is the underwriter.

In today’s terrorized world, complex global economy, and intensely competitive business environment, salespeople from the small mom and pop to large corporate giants in every market face unprecedented challenges.

It doesn't matter if you sell a service or product in your home town, or if you have a large business - letting people know the name and face behind the business is a good idea.

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Subjects - Make Magic with your Marketing in 2006!

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