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An embedded command is a technique used to communicate to the conscious mind while also sending a messa

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

ge to the subconscious mind. The idea is to actually bypass the conscious mind and communicate directly

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

Examples of combination products may in

to the subconscious mind. Embedded commands are commonly used in marketing and advertising. Embedded c

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

mmands are hidden suggestions within written or spoken language. The conscious mind is unaware of thei

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

r existence.

Embedded commands create expectations without creating inner resistance. For example, Pep

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

Combination pro

si used to have the slogan "Have a Pepsi Day." The embedded command was "Have a Pepsi."

The most effec

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

ive embedded commands are short and concise; they should be no longer than two to four words. It is muc

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

h easier to use these commands in persuasive writing because you can visually highlight the command. Wh

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

en using this technique, first determine what exactly you are trying to say to your audience. Then, cre

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

te the sentences where the embedded words and phrase will logically and contextually fit. Finally, set

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

the embedded commands apart in some visual way: italicize, bold, underline, highlight, or use a differe

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

Following aspects would a

nt color.

Embedded commands are also a powerful tool in speaking. Certain phrases have specific comman

dd to the challenges in developing combination products:

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

forms that follow the "two to four words" rule. Phrases can include word associations, cause and effec

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

t statements, presuppositions, questions, hidden suggestions, or analogies. Essentially, we are looking

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

for phrases that jump out at us. Consider the following examples:

*Buy now
*Going to happen

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

*Follow my lead
*Act now

Studies show that embedded commands can actually change our atti

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

Professional from academic institutions, pharmaceutical industries, health care indust

tudes or beliefs, even if we are totally unaware that this has happened. It is in this way that the emb

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

edded commands are effective: The conscious mind has no opportunity to analyze or evaluate the material

.

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

We then can create expectations of behavioral changes with embedded commands as well as with and direc

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

Companies that provide selfless information through particip

t and indirect suggestions. The subconscious mind will create an internal reality to match the commands

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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