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Alcohol advertising is fiercely competitive and at the same time immensely creativ

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

e. This relationship is intriguing, as I believe that intense competition fuels ag

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

Examples of combination products may in

ncies to raise the standards of excellence in achieving innovative communications.

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

This competition, well observed in the beer/lager market introduces an element of

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

reative pressure on agencies to create effective communications. I would like to w

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

Combination pro

rk with that pressure as it inspires originality and excellence in crafting a memo

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

able campaign.

Advertising alcohol would allow for intensely engaging and fresh c

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

mmunications to try to allure and captivate consumers to the brand. This is signif

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

cant for the vodka market for example, Smirnoff, Absolut, WKD etc have a similar a

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

dience yet achieving allegiance and belief into one brand is where thoughtful, eng

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

ging and commercially effective advertising can be implemented; such that Smirnoff

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

Following aspects would a

is the most renowned and retentive of its consumers. Building enduring brand loya

dd to the challenges in developing combination products:

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

ty and conviction to a brand would mean exploring consumer insights and developing

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

particular intricacies about the brand that can be crafted into long lasting USPs

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

nd credible differentiating characteristics.

Additionally the alcohol market has

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

ast target audiences, exemplified by beers to fine wines hence the forms of media

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

Professional from academic institutions, pharmaceutical industries, health care indust

an be more diverse and interesting. For example using handbag sized postcards plac

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

d in bars and salons could communicate a new spirit/juice drink targeting women. C

.

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

nveying the message via sponsorship or promotion can also be fruitful e.g. ‘Carlin

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

Companies that provide selfless information through particip

’ premiership; thus the scope and opportunities in media are numerous and exciting

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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