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Bob called last week from Phoenix, Arizona with some stunning news about his web site. He first contacted me in the fall of 2003. He had a web site that was helping him generate a heal

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

thy income but he sensed he could be doing even better. He wanted to get more visitors to his web site and get more of them to contact him about his retail liquidation services.

Are y

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

Examples of combination products may in

u interested in getting more prospects to your web site and prompting more of them to contact you?

Over the two months I worked with Bob to help him clearly define his target market,

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

dentify the problem he solves, and clarify his marketing message. We improved the copy on his web site and the structure of his web pages to prompt more people to contact him. I showed

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

him how to write articles and use them to generate a steady stream of visitors to his site.

Bob was happy with the results of these changes, but I wasn't. He was getting more visitor

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

Combination pro

to his site and more inquiries, but I thought there was potential for even more growth. I knew that Bob could be doing better if he would just change his marketing message. Despite my

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

best efforts to persuade, cajole and prompt him to rethink how he talked about what he did, Bob was happy with his existing marketing message.

Prior to working with me, Bob had spent

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

ten years regularly experimenting with his marketing message and had found a sentence that generated the best response he’d ever had. It was working; he was keeping busy, making money

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

nd didn't want to mess with success.

We finished our work together almost a year ago, so I was surprised when Bob called last week. It turns out that he hadn't stopped experimenting.

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

e had taken my advice to heart after all and been fine-tuning his marketing message so that it described the problem he solves for his clients clearly and concisely.

With this new mar

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

eting message at the top of his web page, Bob is getting 3 times the number of inquiries about his services. That's 300% more people who know the problem he solves and who are contacti

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

Following aspects would a

ng him about his services.

How much more could you be making if you had 3 times as many people contact you about your products and services?

When your prospects are considering a pur

dd to the challenges in developing combination products:

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

hase, they are looking to solve a problem. They might want to eliminate back pain, fund their child’s college tuition, sell off their excess inventory quickly so they have more operati

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

g cash on hand, as in Bob's case. In every case your prospect has a problem or need that prompted their purchase.

Your prospects are hoping you can help them. They're hoping you have

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

the solution to making them happier, smarter and richer. They are buying the result you provide.

When a prospect meets you or visits your web site, the first item they should see is a

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

statement of the problem you solve. Your prospects then immediately know whether you can help them.

Why is your marketing message – your elevator speech – and the way you talk about w

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

Professional from academic institutions, pharmaceutical industries, health care indust

at you do so important?

At ten to twelve words long, your marketing message won't cover all the problems you solve, establish your credibility or the value you provide. But if the fir

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

st thing you say to a prospect doesn't get their attention, they won't stay at your web site, read the rest of your marketing materials or listen to the rest of what you have to say.

.

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

ob spent over a decade experimenting to find a marketing message that helped him generate a steady income and then in a few months discovered he could improve on it by three hundred pe

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

Companies that provide selfless information through particip

cent. Don't wait ten years to do the same with your marketing. Write, test and use a problem solving marketing message and more people will contact you about your products and services

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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An unpleasant aspect of modern life is the fact that thieves can steal files from computers. Personal emails, business plans, private documents, trade secrets, and online histories can all be devastating if they fall into the wrong hands.

You have spent a lot of time creating an online presence. You have virus protection and maybe a firewall to protect the security of your system, you have located a web host to manage your online presence, then you define the direction of your site and work at developing a look that is appealing and a format that is easy to navigate.

The interview tends to be where jobs are won and lost and is typically where you get to really learn about the company and whether or not you want to work for them. What if the interviewer’s actions leave you with a bad feeling about the company but you really want the job?

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