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Cats have very different taste buds than humans. Unfortunately for pet owners (consumers), we’re the ones that end up buying the cat food.

Pet food compa

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

nies have figured this out. That’s why you see pet foods in flavors that humans like. If Purina made cat food in flavors that cats would really want, hum

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

Examples of combination products may in

ans would never buy them.

Ask a hungry cat what he’d really like to eat right now. What do you think he’d say?

Mouse Guts.

So why does Purina Cat Chow

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

only come in flavors like Seafood Blend and Savory Chicken? Because we pet owners are the ones making the buying decisions for our cats… and we’d rather h

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

ave them eat something that doesn’t turn our stomachs.

If cats could understand and act on advertising, here’s what you’d hear on the radio:

“Hey, cats…

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

Combination pro

it’s a crisp, steamy fall morning, and you’re fresh from the morning kill. It’s what you live for… find a mouse, bat it around, and then proudly bring it

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

home for breakfast. That’s why we created Purina Cat Chow with Mouse Guts… so you can re-live that moment and enjoy the taste you crave each and every tim

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 your owner remembers to fill your bowl. Purina Cat Chow with Mouse Guts. It’s what you want. Right now.”

To some of you, this is pretty funny stuff.

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

To others, it makes you a little queasy. That’s good. Advertising is supposed to move you in some way.

What does your advertising make your customers

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

do?

Some of you are writing advertising that only pleases you. You may think it’s really important that people know you’ve been in business since 1971.

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

Mouse guts.) You just remodeled your entryway. (Mouse guts.) Your delivery trucks all just got new tires. (Mouse guts.) It makes your mouth water to h

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

Following aspects would a

ear those things. For everyone else, it just doesn’t apply to their lives. It’s all Mouse Guts to them.

In fact, it’s worse than mouse guts. At least w

dd to the challenges in developing combination products:

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

ith mouse guts, people have a reaction of some kind. With advertising that only you care about, a much worse thing happens. No one else cares. And they

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

tune you out.

The opposite of love is not hate. It’s indifference.

Is your advertising suffering from indifference? If you’re not selling benefits tha

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

t someone will drool over (the equivalent of a tender, juicy bar-B-Q chicken fillet sandwich), you’re wasting your ad money.

And if your ads only appeal t

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

o those people who don’t make a difference to your bottom line (i.e., cats), maybe it’s time you re-adjusted your advertising focus.

Here are the two ques

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

Professional from academic institutions, pharmaceutical industries, health care indust

tions you must answer: What do your potential customers crave? And how is that craving satisfied by you?

Let me repeat that, because it’s that important

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

.

What do your potential customers crave?

And how is that craving satisfied by you?

Write that down somewhere. Bring it to your next team briefing or s

.

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

ales meeting, and ask everyone to answer these two questions, either on a sheet of paper or in a group discussion forum. Focus your energies on them, and

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

Companies that provide selfless information through particip

listen to what the group is saying. You’ll find that the resulting advertising messages you create will improve measurably.

Everything else is mouse guts

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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When we aim for consistency in our communications, values, messages, images, offerings, and the customer experiences we create, we take another significant step toward developing long-lasting and meaningful customer relationships that will boost our bottom line.

Here are some excellent businesses that you can start, operate and grow from your home. All these work at home businesses have the following desirable features:

The simple business card is a valuable asset to any businessman or professional. It is your own personal advertisement and calling card. The business card is not just for the salesman, however, but also for anyone in business. The business card can be printed in various forms in addition to the common black on white business card.

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