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Optometrists must advertise and market and rely on word-of-

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

mouth referrals from other doctors and patients to get new

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

Examples of combination products may in

clients. Word of mouth advertising and referrals make a lot

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

of sense but first you need to get those clients in the do

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

r so they can refer you to others after they have a good ex

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

Combination pro

perience.

Of course when devising an advertising and marke

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

ting program for Optometrists you must also understand that

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

the customers cannot often see very well and therefore some

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

conventional advertising does not work. They can hear so r

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

adio might be an idea although in larger markets it sure ge

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

s costly.

It is recommended that optometrist use direct-ma

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

Following aspects would a

il marketing and direct-mail coupon booklets or packages to

dd to the challenges in developing combination products:

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

promote their professional practice. It makes sense for a

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

n optometrists to send out direct-mail marketing packages t

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

those customers within a 15 mile radius of their practice

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

and to do so every six months.

Each piece sent out should

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

Professional from academic institutions, pharmaceutical industries, health care indust

have large type set and easy to read fonts so that people w

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

o have a hard time seeing will be able to read them. Direc

.

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

t-mail marketing and advertising works for optometrists in

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

Companies that provide selfless information through particip

professional practice, so, please consider all this in 2006

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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