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Once you have defined the target market, you can begin to design an advertising messag

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

e and choose the media to transmit it. The advertisement should be built around a uniq

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

Examples of combination products may in

ue selling position, a key consumer benefit of the product or service. Generally a goo

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

d advertisement should attract attention, develop interest, describe the product or se

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

rvice, convince the reader and get action. You can increase your adverts impact by app

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

Combination pro

lying the following 11 principles.

1. Design the message to reflect

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

the image of the firm.

2. Plan the advert in advance to ensure a c

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

onsistent appearance and message, the same borders, print styles and colours help cust

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

omers recognise the company advert at a glance.

3. Use attention-ge

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

tting techniques, value packed words and testimonials from customers.

4.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rong> Translate the products or services attributes into a specific consumer benefit,
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
saving money or performing distasteful tasks etc.

5. Layout should
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
be simple, the design should not detract from the message.

6. Messa
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ge should be short, direct and built around a single idea.

7. Choos
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
e colours carefully.

8. Headline should grab the reader, 80% of cus
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
tomers don't read beyond the headline.

9. Use illustrations that co
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
mplement the product or service, photographs or drawings of the product or service oft
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
en attract more attention than words do.

10. Identify the company cl
.

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
early, the company name, logo, address, telephone number etc.

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

Companies that provide selfless information through particip
nclude the price, this is one of the most important considerations for many customers.

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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Business Articles - 11 Key Steps to Developing an Effective Advertising Plan- from a South African Perspective

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