Subjects - Internet and Businesses Online

Dear Reader:

Once thought of as entertaining novelties in site design, video and audio clips are proving themselves to be valuable additions to w

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

ebsite content.

The typical application is as teasers to spark the interest of prospective customers. The best examples of websites that use this technology are r

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

Examples of combination products may in

tail sites. Borrowing from the idea of movie trailers or radio ads, these websites will design their pages so that a clip outlining product highlights is made avai

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

lable in hopes of persuading visitors to purchase the product they've just seen displayed.

So who can benefit from this idea?

♦ Sites selling movies or mus

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

c can add clips of either product to give visitors a real sense of what they'll be buying.

♦ Websites selling published materials can add narrated passages

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

Combination pro

or sample chapters of the material to the site.

♦ Retail sites can record a short video file of the product in action and add that to the site, so visitors

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

an see it in use.

♦ Anyone wanting to give customer testimonials a more 'human' touch can record these and add them to the site.

These uses are probably th

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

e most common right now, but really the only limit to how you can use video or audio clips is your own imagination. Just remember that your main objective is to gr

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

b the customers' attention and spark their imaginations, then to make the product 'memorable' and associate it strongly with you.

This is the strength of marketin

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

g with audio and video...they immediately grab attention and have the potential to be remembered long after your text is forgotten. Make them entertaining and inte

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

esting, so they build on the initial interest your text created, and you have a winning combination! Also, when they're old enough to become too familiar, you can

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

Following aspects would a

replace them with a new ones with less effort than rewriting your pages.

Don't forget about off-site uses like Podcasts. With this you're giving your customers an

dd to the challenges in developing combination products:

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

ther way to download your information, one that's becoming more popular all the time. We all seem to be busy these days, and a lot of people can benefit from being

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

able to watch your clips or listen to your information as they're doing other things. Which of course means you can benefit as well.

With the use of video/audio

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

lips, the consumer gets a clear picture of what your product or idea offers them. This is an added bonus - when a consumer knows what you and your product can do f

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

or them, they can begin to trust you. And a trusting customer is one who will keep coming back. As good as your advertising video is, it is still the quality of yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

r product that matters in the end.

Resources that offer you this technology can easily be found online. Try to get a clear picture of what you want your clips to

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

do, say or look like, and pick a provider/service who can make it happen the way you want it to.

To your success!

Bill Rudosky, YBM

P.S. To ma

.

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

e your clips interesting enough to work for you, try to add some humor and social relevance into them. You also need to make your customers feel a need or craving

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

Companies that provide selfless information through particip

for your product. This is especially true for products in competitive fields - people have to want YOUR version. A good video or audio message can help you do this

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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The author asserts that presentations and speeches are the least effective means of leadership communication. There is a much more effective way: the Leadership Talk. In this three part series, he describes underlying principles of the Leadership Talk and ways to help develop and deliver it.

Was there a business development strategy he could use that would be more efficient, more effective? It occurred to him that the services he had been providing to the automotive manufacturers were also used by every other manufacturing company - no matter what they were making, in every industry.

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