Advice Pool - Business

If you are a typical Yellow Page advertiser, this headline is what you want to hear. Either from me, your YP

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

rep, or the publisher. Why? Because you are paying too much already, or at least you think you are. I shou

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

Examples of combination products may in

ld know. I was a YP consultant for a Bell publishing company for 25 years and always heard how expensive we

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

were. Whether it was for a $10 listing or a $1500 full page, it didn’t matter. So I fought over the rates b

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

efore I ever got to the main problem with the ads. That’s right, the cost isn’t the problem. So what is it,

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

Combination pro

you asked?

It’s the amount of money or profit that you will make on your YP program. Traditionally, it’s ca

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

lled the ROI or return on investment. That’s all that’s truly important. For instance, if you could spend $1

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

0 a month on a listing and get $100 in business, would that be a good deal? If you said, “Yes,” you’re wrong

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

! That’s because you should have asked for the $1000 ad that also returned 10 to 1, giving you $10,000 inste

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

ad. That’s a much higher profit, of course. But many business people fail to see the big picture. Now the RO

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

I also depends on all the salient elements of the ad and how they work together. And I’m quite familiar with

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

Following aspects would a

all the various ways to accomplish that task. How do I know so much?

I was a YP rep and consultant for nea

dd to the challenges in developing combination products:

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

rly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been

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

designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised a

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

lmost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad

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

, regardless of size, color or position, I can tell you it most probably needs improvement in the headline,

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

Professional from academic institutions, pharmaceutical industries, health care indust

artwork, body text, placement, book, or heading. You must understand the ROI or return on investment and le

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

arn how to track the results as well.

So consider getting some expert advice before you place your next ad.

.

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

There are many good and inexpensive places to turn, some available on the internet. Make sure the consultan

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

Companies that provide selfless information through particip

t is well qualified with at least 25 years experience. Otherwise, you’ll be wasting your own time and money.

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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Advice Pool - Finding Cheap, but Effective, Yellow Page Advertising

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