Subjects - Business

Anybody that frequents shopping malls are familiar with the bar coding systems used by retailers to ease the line at the pay points. No more long lines at the till as the op

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

erator just pulls the product past the scanner and voila – the buyer pays and are on their way.

What most people do not realize is that the bar coding systems entails more t

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

Examples of combination products may in

an just the code being scanned with the scanner. The systems normally plugs straight into a database, which is also hooked up with the accounting system and the moment the i

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

em is scanned, it deducts the item from the warehouse’s inventory. Each product in the database has a minimum stock level – the moment it reaches that stock level, it sends

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

ut an alert that x amount of a product needs to be ordered. Automated, convenient, easy.

The above sample system serves to explain how and why bar codes are used in the off

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

Combination pro

ine or sales / Warehousing side of business. Nowadays the same principles apply to mobile technology.

With the ability of bar coding systems to be incorporated with Office

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

unctionality, convergence of technology opened a new automation arena in the business world. I am sure all of us at one point or another queued at the movie theatre to watch

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

our favourite movie.

Just imagine no more long lines - you arrive at the movie theatre with your mobile phone, walk past a scanner where a bar code on your mobile phone is s

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

anned and you take your seat to enjoy the movie!!! That is how easy it could be with mobile ticketing (mobile bar coding).

The process is simple – let’s use e-ticketing as a

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

example: A customer visits the venue’s web site where they book and pay online. Confirmation of their booking or ticket is received on their mobile phone via bar code SMS.

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

The client saves the bar code SMS and present their mobile phone upon arrival at the venue, where it is scanned and access allowed.

Now that is service!!!! E-ticketing will

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

Following aspects would a

apply to many events – for example the upcoming 2010 World cup soccer in South Africa, the rugby and soccer matches which takes place weekly, conferences and events that are

dd to the challenges in developing combination products:

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

organized also requiring access – just to name a few.

Mobile bar coding also plays an important role in customer services (CRM). Retail stores that send out discount vouche

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

s with snail mail could now replace the paper work with bar code SMS – on condition of course that customers give their permission. Instead of posting vouchers, retailers co

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

ld SMS a bar code discount voucher to their clients. The client saves the barcode on their phone. Upon arrival at the store they present their mobile phone with the saved b

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

r code at the pay point. The bar code is scanned in, discount allocated to the purchase total and new balance due calculated.

Besides the convenience factor the marketing d

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

Professional from academic institutions, pharmaceutical industries, health care indust

partment also obtains a method of measuring response on promotions. With the bar code scanner hooked up to the till, which is hooked up to the office back end and accounting

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

system, tracking of clients making use of discount vouchers is easy to obtain. A marketing executive’s dream, as reports are produced with the push of a button.

Convergence

.

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

of mobile and web combined with offline/online technologies are inevitable. We believe it is the companies that join the wireless revolution that will benefit most. They wi

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

Companies that provide selfless information through particip

l retain more clients as they show that they carry the best interest of their customers at heart through eliminating any situation that could lead to customer dissatisfaction

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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