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I promise you’ll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Goo

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

d. Because I have some startling news for you.

Print ads are here to stay. That’s right. Those dusty, musty, fusty o

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

Examples of combination products may in

ld relics of the century past are still with us. And despite the ubiquity of commercials on radio and TV; despite the

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

onslaught of banners, pop-ups and all manner of intrusive online ads; newspapers and magazines are, and always will

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

be, a mainstay forum for mainstream advertising.

There’s something about the readiness, the handiness, the heft and

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

Combination pro

feel of a magazine or a newspaper that appeals to the nature of human beings. Yes, flat screens that glow with vivid

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

colors are attractive. Especially when they’re displaying something we specifically asked to see.

But as we page throu

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 a magazine or a newspaper while enjoying our lunch or riding a commuter train, we don’t mind at all if a surprising

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

or intelligent or just plain appealing ad – even one in black and white – suddenly grabs our attention. We expect it

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

. We secretly look for it. We even welcome it as a break from all the dull gray type we’ve been slogging through. Why

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

? Because – let’s face it – a really good ad is a delight to behold.

Is this the kind of ad your target audience is se

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

Following aspects would a

eing? Do your ads stop them and make them smile…think…take in your message and make a mental note to look closer at

dd to the challenges in developing combination products:

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

your product or service? Maybe even go to your website for the kind of information that could lead to a sale?

Think c

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

arefully about this. If your ad doesn’t stand apart, doesn’t attract, appeal or grab; if it doesn’t delight in some w

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

y, the readers you want to capture and bring into your world will simply turn the page and plow on through the dull s

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

tuff . . . until they bump into your competitor’s delightfully different ad. And then they’ll stop – and, unfortunately

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

Professional from academic institutions, pharmaceutical industries, health care indust

for you – pay attention to the message.

So take a close look at your company’s ads. Do they stand out from the crow

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

d of other ads? Are they different from your competitor’s ads in a powerful and relevant way? And most important, do

.

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

they convey your core message in an engaging, persuasive and delightful manner?

If so, let them run and run, because t

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

Companies that provide selfless information through particip

hey’re bound to bring you business.

If not, better change your approach soon. Before the competition eats your lunch

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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