Cases - Business

"Yeah right!" I thought to myself as I started to turn off the TV after hearing that the show was about a dancing horse.

I couldn't imagine watching

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

a documentary about a dancing horse and its rocky road to success. I was very skeptical but curious enough to see if this horse could actually dance.

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

Examples of combination products may in

After all, the truth is sometimes stranger than fiction -- and a real life dancing horse beats a fictional talking horse.

I was amazed to see the ela

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

orate venue set up for this horse. The audience was dressed as if they were attending an Opera, and the venue was beautifully decorated with an orchestr

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

playing on the stage.

Then out comes Brentina, the dancing horse and main attraction. I watched mesmerized as the horse started dancing as soon as the

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

Combination pro

orchestra started playing. They were in perfect harmony with each other.

The horse timed her dance moves perfectly and gracefully to match every beau

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

tiful note the orchestra was playing. Not only was this horse dancing, but it was like watching animal ballet.

My "yeah right!" turned into "wow!" as I

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

atched this perfectly orchestrated performance featuring a combination I never expected to see...a horse and beautiful, graceful dancing.

Thanks to Bre

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

tina, I am now a Dressage fan. I learned that she participates in Dressage competitions against other dancing horses, and she also has a website that o

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

fers you the opportunity to purchase her documentary video and participate in a discussion forum.

Thanks to Brentina, you have an example of how to in

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

rease sales in your business by turning skeptical prospects into raving fans.

Here are a few horse dance moves to get you started:

1. Don't automatical

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

Following aspects would a

ly assume that something can't be done in your business because none of your competitors are doing it. To stand out from the crowd of competitors you

dd to the challenges in developing combination products:

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

have to dare to be different. What unlikely combinations can you apply to your business?

2. Don't let skeptics deter you from accomplishing your goal.

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

In order to increase your sales, you have to step outside the box and out of your comfort zone. You may find some critics at the beginning, but you wil

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

find amazing success at the end if you stay focused on your goal.

3. When the music starts playing, give them a perfectly executed performance. Wow

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

our clients by showing them why you are the perfect solution for their problems. Under promise and always over deliver. They've paid good money to wat

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

Professional from academic institutions, pharmaceutical industries, health care indust

ch you perform, so give them their money's worth and then some.

4. Your excellent performance will leave your clients wanting more, so give them what

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

they want. Provide information products that they can purchase from you. Keep them connected to you by providing a newsletter, discussion forum or bl

.

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

g.

5. Become innovative. Continually create new services and products to consistently increase sales in your business.

Apply these tips to your busine

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

Companies that provide selfless information through particip

s today, and your business will be dancing to a beat of increased sales tomorrow.

Copyright 2005 Black Unicorn Communications, Inc. All Rights Reserve

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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Keeping-up with all new developments costs a lot of time and money. What approach could you choose and what do they mean for your business.

Compensation Resources, Inc. has released the results of its 2004 Turnover Survey. The purpose of this study was to obtain turnover statistics and trends. Data was compiled from survey questions that were developed by CRI and distributed to companies in over ten industrial classifications, in addition to Not-for-Profit organizations.

Balancing solutions and results is a real challenge. But possible. If you know how to do it you have found a simple strategy.

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