Subjects - Business

You muted the commercials on the TV last night because you were fed up with interruption marketing. Ditto if you went through your mail to find most of it is junk. Ditto again, if a stranger

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

phoned you (usually at dinner time) asking you to answer a survey, or give to yet another worthy cause.

Interruption marketing does just that. It interrupts you, and steals your time.

And it is

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

Examples of combination products may in

the darling of mass marketing, which is the child of the mass media, which was born in the 19th century with large circulation newspapers, and thrived in the 20th with radio, TV, and the intern

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

ational media.

Now, it's overkill. People ignore it (can you remember any of the TV ads you saw last night), or hate it, like that dinnertime phone call.

Before mass marketing, product informa

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

ion was rarely thrust at you. You chose it. You initiated the whole process. It was your idea that you wanted a particular thing. So you'd stroll down the street seeking the store that sold

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

Combination pro

it. Then you'd go into the store to ask a clerk about the quality, price, size, colour, etc. of its assortment of the thing you had in mind. If none suited you, off to another store.

You had c

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

ntrol of the whole process. Now, because we're all becoming immune to interruption marketing, this old-style of marketing is back in favour.

But today it's called 'permission marketing', and you

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

call all the shots. You permit a firm or individual to provide you with information about a service or product they offer. And it's done primarily through the Internet and e-mail.

Why am I te

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

ling you all this? Because you're probably using both types. Your website exemplifies permission marketing, while your cold-canvassing interrupts.

Interestingly, the most favored practice-build

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

ing techniques of top-earning involve permission marketing. So it behooves you to increase your use of permission marketing, and reduce your use of interruption marketing.

Think about it. Peopl

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

hate interruption marketing, but like permission marketing. Why? Because they're in control.

Interruption marketing is hit and run. One size fits all. No distinction between individuals.

In c

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

Following aspects would a

ontrast, permission marketing aims at building long-term relationships with individuals. Exactly what you want. But it takes time.

The ideal beginning of a permission-marketing process is for

dd to the challenges in developing combination products:

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

he prospect to phone to say she's been referred to you, and would like to set up a meeting.

Let's be honest. This rarely happens.

Next best is you get a referral from a good client. Now, do yo

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

u phone or write? A letter is less intrusive than a phone call, so write.

A letter is also more impressive than a phone call, and it tells the prospect much more about you. For example, that

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

ou think she's worth a lot more than a mere phone call, that you have a letterhead, a business address, and possibly a degree or designation, or two.

And, as you don't want your letter to look l

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

ike a mass mailing, write, don't type, her name and address on the envelope, and stick a real stamp on it.

But don't pitch product, or your letter's just another piece of junk mail.

Instead o

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

Professional from academic institutions, pharmaceutical industries, health care indust

fer something. No, not a trip to Bermuda, but something ongoing that will help build the recipient's trust and confidence in you. Your newsletter, for example, thus:

"Your name was given to me

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

by Mr. Paul Piper who felt you'd benefit, as he did, from utilizing my services.

"To introduce you to my areas of expertise I've included the current issue of my client newsletter, and will mail

.

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

more monthly issues before contacting you directly.

"If you would prefer to meet me before that, please call, or write me."

But I've run out of space. So if you want to know more about permis

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

Companies that provide selfless information through particip

sion marketing visit http://www.eTIP.ca/ and subscribe to my newsletter as it's also an example.

------------------------------------------------------------

Copyright 2005, Donald F. Pooley, Inc

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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