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What’s the best way to get decision makers all on the same page when important marketing and communications outcomes are at stake? What can you do when design and branding decisions need to be made by a group – especially by a group of executives who

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

don’t necessarily value the creative process?

It’s important to help people make connections.

A method is needed to help make the connection between the unspoken, emotional aspects of people’s feelings and perceptions about a company, product,

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

Examples of combination products may in

or service, and the visual representation of it – a tricky thing to understand for most people.

The problem

Often, brands, logos, and graphics are created by outside marketing firms without executive level input, and are based on

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

a designer’s interpretation of communication value. There is often a substantial gap between the designer’s natural understanding of the creative process and the lack of this understanding on the part of the individuals in the company who are purc

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

hasing the creative solution. This gap causes company management to relate to the visual representations on the surface, out of context, and with knee-jerk reactions—even if they understand the objectives used by the designer to develop the solut

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

Combination pro

ion. In the absence of a process to bridge this gap, personal likes and dislikes are used to evaluate the appropriateness of the creative solution, as individuals have little else on which to base their reactions. When you’ve got a group of decision

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

makers to satisfy, this is bad news. As everyone’s personal likes and dislikes are going to be different, coming to agreement can be very difficult.

The solution

The solution is to bring the people responsible for the approval and ultimate u

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

se of the visual solution into the creative process at the beginning and have them involved in the creative development. With the group’s participation, everyone’s input is prioritized and put into context, and relationships between graphic elements

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

and their purpose can be explored. This process helps to bridge the communication gap and match specific objectives with visual interpretation and/or wording in a way that makes use of each person’s valuable insight about the organization, its

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

products and/or services, and its objectives for the future. Understanding, agreement, and ownership are all outcomes of this method.

The process is relatively simple. An initial session can take between two and three hours to complete, depending o

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

the amount of discussion that is a byproduct of the session.

When to use it

Obviously, you wouldn’t use this process for every marketing or communication project that comes across your desk. But for the larger ones, like branding your organ

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

Following aspects would a

ization or major marketing campaigns, the addition of a process like this can save time and large amounts of resources in the long run, allowing you to avoid multiple expensive false starts.

How it works

There are three main parts of

dd to the challenges in developing combination products:

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

the session:

1.) determining where everyone stands at the start, in terms of understanding the objective and why it’s being undertaken

2.) identifying everyone’s current perceptions regarding the objective, and

3.) identifying

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

where the group wants to end up in terms of future perceptions for the initiative. After all of these elements are identified through exercises, discussion uncovers similarities and direction that can be agreed upon. These will be the basis for the

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

creative direction.

The details

2 to 3-hour working session
Attended by everyone who has a voice in the outcome
No more than 25, no less than 4 attendees
Review of the structure of the session

Baseline Brainstorming --

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

the group will participate in a working session to identify individual understanding of the objectives.

Current and Desired Perceptions -- this two-part exercise helps to identify current and desired future perceptions of the initiative.

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

Professional from academic institutions, pharmaceutical industries, health care indust

>Emotional Tests -- The group “reacts” to common graphic and communication elements as they relate to previously defined desired future perceptions. The group rates and categorizes communication elements for appropriateness for the initiative.

<

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

i>Summary and Review
Progress and direction are reviewed
Next steps defined

Results Report and Creative Development
Information gathered at this session is condensed and organized into a report for team approval of directio

.

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

n.
After approval of results report, creative conceptualization is begun by design team.

Group Assessment
Group critiques creative solutions
Direction approved, or
Feedback is given for further development

When embarking

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

Companies that provide selfless information through particip

on major marketing or branding campaigns, organizations that take the time to lay the groundwork with this critical process will pave the way for group buy-in, saving time and large amounts of resources. It’s all about helping people make connections

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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