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Experts have become omnipresent. They're everywhere: on your favorite television show, on drive time radio programming, on blogs and internet discussion forums, between the pages of nationally popular magazines and your local newspaper. You can't throw a dart, it

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

seems, without having it hit an Expert on the way to the dartboard.

Why is this happening? What has motivated all of these people -- financial planners and attorneys, floral designers and wedding planners, massage therapists and ear, nose and throat s

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

Examples of combination products may in

ecialists -- to take on the Expert mantle?

One reason:

Being the Expert is one of the most efficient, effective ways to ensure your professional and financial success.

This trend is consumer driven. According to Chr

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

s Anderson, author of The Long Tail, consumers increasingly demand that services and products be targeted directly to them. There's a cycle of specialization at work, resulting in a public that wants experts for everything.

There are many reasons for

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

his, most of which can be traced directly to media and communication outlets. The Internet is perhaps the most pervasive proponent of specialization. In Anderson's The Long Tail, he says that "In an era without the constraints of physical shelf space and other bo

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

Combination pro

tlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare." You can see this in action at mega-sites like Amazon.com that go out of their way to offer personalized 'want lists', 'recommended titles', and s

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

ecialized deals based on previous purchases.

At the same time, there has been an explosion of cable and satellite television networks, each targeted to an increasingly narrow demographic. Where once there was a Home and Garden channel, there are now F

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

ine Living, Do It Yourself, and Home Discovery networks, with rumors of more 'shelter' channels on the horizon. The trend is more pronounced in print media. 'One size fits all' magazines such as Reader's Digest are still on the newsstand, but they're being crowde

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

out by specialty titles like Quick Quilts, The Italian Greyhound Magazine, and SciFi -- a title devoted to those who watch shows on the popular Sci Fi Channel. Satellite radio shows are a new trend, with offerings for fans of Howard Stern and Oprah Winfrey.

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

The public, fed a steady diet of Experts via the media, demands Experts for their own lives. After all, they've been told consistently that this is how things are supposed to work. At the same time, the public has demonstrated a willingness to pay a premium

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

for expertise. Well-known Experts, no matter what field they're in, command top dollar for their products and services. There are home decorating experts who make more money than the average neuro-surgeon, simply by capitalizing on their Expert status.

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

Following aspects would a

How do they do it?

Why does one financial planner labor in obscurity while another pontificates for Barrons? How do TV news producers know which attorney to call for insightful legal commentary when the events of the day merit it? What determin

dd to the challenges in developing combination products:

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

s who shows up as a guest blogger or speaker at industry conventions?

While it's obvious to see the benefits inherent in Being the Expert, it's not always clear how one comes to be recognized as the Expert. This can lead to a condition known as Expert

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

nvy, especially when you know that you're as skilled, as talented, and as dynamic as the person staring at you from the TV screen.

Why are they in this position, enjoying the heightened visibility, greater profitability, and enhanced reputation, when y

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

ou're not?

It's not mere chance. It's not good fortune, a lucky roll of the dice, or being born into a family of media moguls -- although all of those help! Experts aren't born...they're made.

Curing Expert Envy

The first

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

tep in eliminating expert envy is realizing that Experts are made. Logically, the next step is the realization that if the Experts you see surrounding you were created, then you can go through the same creative process: You can Be the Expert. In my book, Riches i

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

Professional from academic institutions, pharmaceutical industries, health care indust

Niches: Making it BIG in a Small Market (Career Press, May 2007), I discuss how you can achieve Expert status by becoming a Nichepreneuer™.

A Nichepreneuer™ uses their professional skills and experiences, coupled with personal passions, to serve a nar

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

owly defined target market. Shrewd use of promotional tools, from media management to industry networking, help position the Nichepreneuer™ as an Expert -- with all the benefits that entails. Voila! No longer are you envying that television pundit or industry gur

.

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

-- for you will be that person yourself.

There are four key reasons why you should consider becoming a Nichepreneuer™. These four reasons all have one thing in common: They all will help you achieve your business goals and objectives in the most effec

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

Companies that provide selfless information through particip

ive, efficient way possible. Whether you want to become wealthier, gain the respect of your colleagues and peers, some degree of fame, or to simply have a little bit more of the success you have right now, becoming a Nichepreneuer™ can help you along the way.

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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