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This article could just as easily have been entitled "Everybody's talkin' at me, I don't hear a word they're sayin'," but that was already taken. So I'll stick with "Cutting Out the

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

Cacophony."

As digital signage technology enters its next phase as a hybrid, interactive medium combining the power of linear content with branching interactive functionality, vol

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

Examples of combination products may in

ume is likely to rise, literally. Hybrid systems increasingly will find their way into places like retail stores and museums where multiple displays are spaced in close proximity to

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

one another and the sound from competing signs becomes bothersome.

Imagine a natural history museum with multiple interactive digital signs spaced a few feet apart. One focuses on

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

carnivorous dinosaurs, another on herbivores and a third on pre-historic fish. If all of these digital signs have accompanying audio playback that loops during their presentations

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

Combination pro

or plays back specific clips when accessed interactively, the result will be a cacophony of competing sound that actually drive visitors away rather than accomplishing the goal of i

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

mparting knowledge.

Imagine a similar scenario in a retail store, where audio from a cosmetic counter digital sign is competing with audio from the fragrance counter digital sign a

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

nd the handbag counter digital sign across the aisle. Shoppers would quickly give up on watching the promotional video or finding their desired information they're seeking if they w

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

ere immersed in this distasteful audio soup. Who could blame them for walking away in disgust without making their purchase? Not exactly the goal of digital signage technology.

For

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

tunately, technology exists in the form of proximity sensors that can be interfaced with digital signage playback servers to determine when someone is near a digital sign. Upon rece

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

iving notification from the sensor, the digital signage player can ramp up the audio level. Similarly, when visitors leave, it can inform the player to turn down the sound level so

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

Following aspects would a

that device's audio source does not compete with audio from adjacent digital signage displays.

Based on infrared detection, sonar or radar technology, these sensors typically use s

dd to the challenges in developing combination products:

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

tandard RS-232 or RS-422 serial communications ports to interface to the digital playback server. If the playback server recognizes input from the sensors, competing audio problems

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

can evaporate.

One example of where these sensors came in handy is the new University of Tennessee Football Hall of Fame. The university recently replaced several DVD-based kiosks

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

that looped video and audio content continuously. Creating a cacophony of kiosk audio, the stations became such a distraction that the school's coaches finally turned them off to es

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

cape the audio mess.

However, the university recently replaced the hall of fame's old kiosks with new interactive digital signage stations that recognize input from strategically p

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

Professional from academic institutions, pharmaceutical industries, health care indust

laced proximity sensors. With that source of data, the digital signage playback servers can increase volume or shut off audio depending on whether or not someone is standing within

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

range.

Not only did the new approach create a pleasing audio experience, it more importantly allowed the school's football coaching staff to once again use the hall of fame as a us

.

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

eful tool in recruiting new athletes and soliciting contributions from program boosters.

Certainly, competing audio sources won't affect all digital signs, but when they do it's go

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

Companies that provide selfless information through particip

od to know there's a technology that can come to the rescue. Without proximity sensors, it would be easy to feel like "everybody's talkin' at me, I don't hear a word they're sayin'.

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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