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Entrepreneurs, especially small business owners, are usually too busy running their companies to find time to study marketing principles. Sales and service are priorities, so although you wear many

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

hats, the ones for image consultant or marketing 101 are buried deep in the back room. Matching graphics in print and online provide a familiar look which helps prospects remember your company.

H

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

Examples of combination products may in

ow can you take control of your corporate image in the least amount of time? The following tips will provide practical advice for maintaining a consistent look in print and online without wasting a

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

lot of time becoming an expert. Your logo is the central element of your market identity. Learning a few buzz words will help you protect it and take control.

Your Logo
Having a company logo

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

professionally designed with a unique symbol or stylish text may not be in your budget. Some small business entreprenuers are happy with their name in simple text in a specific color which is okay.

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

Combination pro

Advice is provided for both situations.

Tip #1: For a simple text logo, make sure you know the font name so you can tell a web designer or printing company your specifications for the font. For c

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

olor, the first time you have something printed ask your vendor for the RGB values and CMYK values for that color. Record the font, RGB, and CMYK specs for future reference.

* Note: You do not nee

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

to know the technical details of these 3 terms. Your printer or designer will know.

Tip #2: For a complex or full color logo, having actual artwork is critical to protecting your business. If a d

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

esigner is unwilling to give you the artwork, you may want to try another designer. Do-it-yourself software preloaded in most computers is usually inadequate for techncial reasons. Your actual artw

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

ork should be created using vector art graphics software. Affordable vector art programs are available if you do decide to create a design.

Why Vector Art?
Artwork for print is usually flat a

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

t in JPG or TIF format, and a flat version of just your logo will include a solid background (usually white). For more professional results, you need vector artwork because a transparent background

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

Following aspects would a

gives a new designer more options for placing your logo. Vector art is layered art that includes everything used to create your logo except each element within the design is assembled, and may be

dd to the challenges in developing combination products:

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

disassembled.

Tip #3: Ask the designer for your logo artwork on disk or emailed, and exported in two formats: AI for Adobe Illustrator and EPS format without embedded fonts. Either version should

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

be acceptable for any future marketing projects, and having the digital file protects your interests in the event the original designer closes, moves, or you need to change sources for any reason.

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

Tip #4: Upon receiving your vector artwork, send a quote request to another company to confirm the new supplier can use what was provided for business cards, brochures, car magnets, or some other p

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

romotional marketing material you may be considering for the future. The file types suggested are common, so immediately verify the artwork is suitable before you actually need it. It may not be an

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

Professional from academic institutions, pharmaceutical industries, health care indust

issue. Check now and avoid regrets or added expense in the future.

Your Image in Print or Online
Knowing the buzz words for specifying your corporate image will make ordering marketing mater

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

als easier and less time consuming. Most printing or web designers will ask about your logo, so now you are prepared to give them what they need.

Simple logo: Tell them the font name plus the RGB

.

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

and CMYK values for the color. Complex logo: Say you have the logo as vector art exported to AI or EPS without fonts embedded.

In conclusion, protecting your logo and corporate identity is import

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

Companies that provide selfless information through particip

ant. If a customer has your business card, brochure, stationery, or print ad, and visits your web site, your image as a professional company will be enhanced with a consistent look and color scheme

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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Expanding your company to a new city is a giant step. There are many important decisions to make about your location, employees, financial needs and how you will best benefit your clients. If your remote employees will be working from home or their cars for the most part, you can provide them with access to a local branch of your company without paying high rent or buying expensive office equipment.

Today’s corporation exists in an increasingly complex and ever-shifting ocean of change. As a result, leaders need to rely more than ever on the intelligence and resourcefulness of their staff.

In this series about promoting your business I am setting out many tips you can use to establish your presence. You will have heard me talk about being observant and even in the context of promoting a business I recently experienced something new.

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