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One of the trends today is to hire undercover marketing representatives who hang out in bars and restaurants, particularly at the bar, flirting with real bar patron

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

s. Their job is to subtly impart the sponsor’s message when it’s just the right time to do so. The sad part about all this is that this trend is growing.

I am dead

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

Examples of combination products may in

set against this practice, not because it’s illegal -- because, technically, it’s not -- but because it is deceptive, dishonest, and because practitioners don’t re

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

eal they are being paid by sponsors to put forth this subterfuge. It’s immoral marketing from my perspective. No one is overtly trying to actually sell you somethi

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

ng. They are just trying to get you to think about it and “want” it. Then, later, they want you to buy it and tell all your friends about it. It’s not a soft sell,

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

Combination pro

hard sell, just a “secret sell.”

Many regional and state marketing associations are taking note of this nasty practice and are moving to outlaw such, at least in

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

terms of their own membership. These marketing-oriented organizations have looked at the much bigger picture, compared to the greedy, short term approach of the “an

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

thing-goes-for-getting-the-message-out” marketers. These immoral marketers give all marketers a very bad name.

The key question to ask is: what happens a week, two

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

weeks, or a month down the road when the people discover they have been duped? We must constantly keep in mind that consumer trust and credibility are of utmost im

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

ortance in establishing an environment in which quality goods and services can be sold. This requires transparent disclosure of identity. Confusing or misleading th

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

e customer, or not coming clean with them -- as to the true identity of the individual with whom they are communicating -- is totally and clearly unethical. Put blu

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

Following aspects would a

ntly, this is a problem of “identity fraud.”

Clandestine marketing consists of claiming to be something you are not. Try doing that in any legal agreement, and you

dd to the challenges in developing combination products:

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

will be in breach and subject to losing any legal suit brought against you by the other party. Those who employ this tactic, invoke the concept of caveat emptor

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

: it is up to the public to be smart enough to know what is going on. This is nothing but a lazy and convenient cop-out. It is corrupt. The bottom line in this

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

scenario is that this is a degradation of trust.

If everybody might be somebody else, nobody’s sure of anybody. Up go the barriers of skepticism and cynicism. The

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

values that support the open and honest interchange of trust – including reliance, confidence, and expectation – start to erode, if not decay completely. This makes

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

Professional from academic institutions, pharmaceutical industries, health care indust

for a necrotic business relationship with the public; and can eventually lead to no one having any degree of trust with anything or anyone. It is

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

up to all of us to be responsible, honest, open marketers.

If you see a firm adopting these tactics, report them to your local better business bureau, your chamber

.

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

of commerce, your local authorities and to the nearest marketing association chapter so these officials can take the appropriate action. If you don’t want to be hum

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

Companies that provide selfless information through particip

iliated or embarrassed by being caught in such subterfuge, don’t even think about doing it. You will pay big time in the long run.

©Copyright, Roy MacNaughton, 200

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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