The possibilities are endless. Emerging drug-delivery technologies and smarter drug-development strategies are providing a one-two punch for researchers and marketers who envision scientific advancements that could span multiple therapeutic categories.
In the broadest sense, pharmaceuticals and their delivery systems, such as asthma inhalers, are considered combination products, but Cordis Corp.’s Cypher stent created an entirely new market that is clearly growing.
U.S. regulatory approval of Cordis’ tiny metal mesh tube covered with the drug sirolimus not only changed the interventional cardiology market, but it also created an entirely new way of looking at drugs and devices. The Cypher Sirolimus-eluting Stent, approved in April 2003, was the first U.S.-approved combination drug-device intended to help reduce restenosis of a treated coronary artery…
Drug-Device Combination Products: Implications for Marketing
Drug-Device Combination Products by Geographic Area, 2004-2010
Drug-Eluting Stents are Driving the Market
Experts on this Topic
Susan Eno Collins. VP, Health Education, HealthEd, Clark, N.J.; HealthEd is a marketing agency that specializes in patient education. For more information, visit healthed.com.
Jonathan S. Kahan. Partner and Codirector, Food, Drug, Medical Device, and Agriculture Group, Hogan & Hartson LLP, Washington, D.C.; Hogan & Hartson is a law firm with more than 1,000 lawyers practicing in 23 offices worldwide. For more information, visit hhlaw.com.
Bruce Lehman. CEO, LehmanMillet, Boston; LehmanMillet is a device and diagnostics marketing communications agency. For more information, visit lehmanmillet.com.
Stuart Portnoy, M.D. Senior Director, Medical Device Consulting, PharmaNet Inc., Princeton, N.J.; PharmaNet is an international drug-development company offering a complete range of clinical development and consulting services to the pharmaceutical, biotech, and medical-device industries. For more information, visit pharmanet.com.
John Rhodes. U.S. and Global Managing Partner, Pharmaceuticals and Life Sciences, Deloitte & Touche USA LLP, Parsippany, N.J.; Deloitte & Touche USA provides auditing, consulting, accounting, and financial advisory services. For more information, visit deloitte.com.
Mahesh Singh. Partner, Life Sciences, Pittiglio Rabin Todd & McGrath (PRTM), Waltham, Mass.; PRTM is a management consultancy with practice areas in product development, supply chain and operations, customer service and support, sales effectiveness, and strategic IT management. For more information, visit prtm.com.
Josiah N. Wilcox, Ph.D. VP and Resident Scholar of Science and Technology, Medtronic Vascular, Medtronic Inc., Santa Rosa, Calif.; Medtronic is a leader in medical technology concentrating on alleviating pain, restoring health, and extending life for millions of people around the world. For more information, visit medtronic.com.