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Bob is excited about his new business. He secured funding. He leased the building. He stocked it full of new gadgets. He hung the sign. He posted a banner on his window that reads,“Grand Opening!”. And now he

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

stands behind the counter, waiting for customers to come flocking in. And he stands there. And he stands there. And he stands there.

And then it hits him: No one knows about his shiny new store!

I’ve seen ne

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

Examples of combination products may in

w and even established businesses make this same mistake over and over again. Advertising is the last thing they think of. They assume that since their doors are open and the merchandise is on display, cus

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

tomers will come running in. But they won’t come. Not until they know how great your new business is! And to do that you need to plan and execute an advertising budget and strategy.

Many times I’ve been c

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

alled in to consult with a new business to help plan their ad strategy well after their stores have opened when in fact, this is something that should have been done during the initial planning stage.

So

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

Combination pro

is it too late? No, but sometimes it’s a major sticker shock to those who did not put a realistic plan together from the start. Remember that advertising, like your store and your merchandise, is an invest

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

ment towards your profits.

But let’s say you’re like Bob and your business is already up and running. How do you put together a realistic ad budget? Well most people use a percentage of gross sales as a m

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

eans of figuring this out. If however, you’re a new business owner with no prior sales, you can base it on industry standards. Use the web and search out other related businesses for a guide. Once you’ve f

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

igured what your gross sales should be, think about using 3 to 5 percent as a starting point for your ad budget. Another factor to consider when planning an ad budget is that it should encompass all aspe

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

cts of your advertising from media placement to creative costs and production of your ads.

And remember: advertising must be done with consistency. Let me write that again. Advertising must be done with c

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

onsistency. When planning your ad budget, make sure you allot enough funding to allow it to last throughout the year whether your sales will be spread out evenly or are cyclical. If you spread your budget

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

Following aspects would a

too thin, chances are your ad campaigns may not be heard or seen enough to stay in the minds of consumers. And if your business is brand new, you’ll want to plan on spending more at the beginning for you

dd to the challenges in developing combination products:

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

r initial start up campaign.

Some businesses make the mistake of advertising strong for about three to four weeks and then they stop. Keep in mind that consumers have very short memories and with 3000 plu

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

s advertising messages that pummel their brains everyday, it’s no wonder! That’s why you have to stay in the public’s eye consistently. Oh, and it also helps to have a clever message but we’ll talk about t

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

hat in another article.

Once your ad budget is established, the type of advertising you use will be based on your specific business but normally if your business is consumer based, even in these modern we

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

b based times, traditional media such as radio, television, print, billboard and direct mail should still play major roles.

Many times I’ve helped clients put together an in-house survey for their customers

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

Professional from academic institutions, pharmaceutical industries, health care indust

to fill out. This can be helpful in determining what type of advertising they’ll need as well. Questions like, “What radio stations do you listen to?” “Do you subscribe to the newspaper?” and “Do you s

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

hop on-line?” can be useful in getting to know your customer’s habits as well as how to attract more like them.

Consulting an advertising agency is a very good way to get started as well. To find a good a

.

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

gency, try contacting other business owners you know for a referral or perhaps an established business whose advertising style and creative appears to fit your goals.

Remember: planning your advertising b

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

Companies that provide selfless information through particip

udget and strategy is as important as the products your trying to sell. Think about your advertising now and you’ll never end up like Bob: standing behind the counter waiting for customers that never come

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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Pool tables and snooker tables or billiard tables have for long been associated with high fashion of the rich and the famous. In recent years though, the trend has been changing. What was earlier restricted to the posh and the world uptown, has been slowly finding its way to the downtown alleys. Most pubs and gaming zones around the country are now equipped with not one but a multiple number of pool tables. Enthusiasts of the game are no longer limited to the high-class clubs, but have found their way to the local high school and even middle school.

The rates of international mergers and acquisitions continue to increase yet the success rates do not. Intercultural synergy is now being acknowledged as one of the reasons behind the failure rate.

Just because you've paid money for an ad doesn't mean anyone is going to care. You've paid for the space, not the audience. And today's audience is a hostile one when it comes to advertising.

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