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How can you make ‘head and shoulder’ shots look professional and be less embarrassing for the subject? If you are being photographed, how can you get a result to be p

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

roud of?

With the increasing availability of digital cameras it is becoming common for companies to take their own photos, whether these are for staff IDs, board mem

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

Examples of combination products may in

ber pictures, or to accompany publicity and PR articles. Unfortunately the staff member taking them rarely has any training and we end up with badly posed, uncomforta

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

le looking subjects with far too many chins and a light fitting growing out of their head.

5 tips for better photos

1) Use a three-quarters pose

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

to avoid the police mug-shot effect. Ask the subject to stand in front of you then turn so they are facing diagonally to the side, halfway between face-on and sideway

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

Combination pro

. They then turn just their face back towards you. This looks natural and stops people worrying about their shoulders and arms. It is very flattering as it stretches

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

the neck and the body is more compact.

2) Stand on something and take the photograph from a foot or so above the subject. When they tilt their head up at you, any ex

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

ra chins will disappear and the perspective will emphasise their eyes!

3) It may sound obvious but double check what is behind them. If that wall uplighter has been

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

there for years you won’t notice that your subject is wearing a rather odd hat until too late. You have to stop and make a conscious effort to really see the backgrou

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

d.

4) If your subject is seated and wearing a suit jacket, get them tuck the tail under and sit on it. Sounds bizarre but this will smooth out the wrinkles and odd c

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

rumples you invariably get around the shoulders. They will look well-groomed and a far better shape.

5) Fixed smiles look awful. Don’t ask for ‘cheeeeese’ unless you

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

Following aspects would a

want a strange grimace. Ask them to say a long slow ‘Mondaaaaaaaay’ and you will get a really nice natural smile in the photo. Take plenty of shots. The first few wi

dd to the challenges in developing combination products:

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

l be fixed and awful but once people relax the photos will get better. Make a quip and get them to laugh… snap them while they are laughing, and while they have that

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

‘just-finished-laughing’ relaxed smile.

Groups

Do not under any circumstances put people in a line shoulder to shoulder. Form groups and collections of peo

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

le, you can have some seated and some standing if that helps. Do not be shy about bossing everyone around and making the shorter people come to the front and the tall

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

er people go to the back. Remember the tip above about turning diagonally on to the camera.

A nice way of shooting a small group of people is to get them to line up

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

Professional from academic institutions, pharmaceutical industries, health care indust

irectly behind each other in height order (as if they were queuing). Then get the second person in the ‘queue’ to take one step to the side, the third person to take

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

two steps to the side, and so on. Then take the photo from a slight angle and you get an overlapping row of people, all clearly visible over the edge of each others s

.

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

oulders. You can also try having the most important person (to the story that is) standing 3 or 4 feet in front of a group of ‘others’.

By Fiona Bailey of Pebble Com

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

Companies that provide selfless information through particip

munications. www.pebblecommunications.co.uk - PR and copywriting services for SMEs

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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