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Whenever I write these columns, I share a common predicament with those who create content for digital signs: How do I communicate my message to a mixed audience, some of whom have a detailed knowledge about my subject and others who at best have a 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

assing familiarity?

I'll do my best in this column to serve up some information that old hands and newcomers alike can take away that I hope will make the next few moments of your time well spent.

If you're brand new to digital signage, struggling

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

Examples of combination products may in

to understand where it fits into the communications landscape, here are five basic principles that will help you put digital signage into context -whether you're thinking about using it to greet visitors in your company's lobby or influence shoppers

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

o make a purchase.

Dynamic messaging: Digital signage transforms dull, static signs into a dynamic mix of video, graphics, text and animation that can communicate and influence viewers in ways more akin to television than a printed placard.

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

Easily changed: Unlike signs that have to be reprinted to update messaging, digital signage text and graphics can be changed in a matter of moments to reflect the exact messaging that's needed at any given moment.

Scheduled to max

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

Combination pro

imize impact: Because it's easy to update digital signs, they can playback messaging needed to address an audience that changes throughout the day. For example, a digital sign outside a hotel restaurant can entice early risers to visit for breakfast

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

n the morning, transition to lunch fare in the afternoon, display an elegantly appointed table with dinner specials in the late afternoon, and promote featured music acts that will appear in the lounge after dinner.

Comfort and credibility

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

: The very fact that digital signage relies on LCD and plasma panels and even CRTs for display -just like the one's in the living rooms of most U.S. households- and that it can present messaging every bit as appealing as anything on television, impar

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

ts a degree of credibility to the medium that's easy to take for granted but difficult for other new media to attain.

Linear and interactive playback: Digital signage can be used to playback a series of pieces of linear content -that with

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

beginning, middle and end- as well as stand in for digital kiosks that give users access to branching interactive content to meet their needs. The same digital sign can do double duty in a hybrid application to attract an audience with linear conten

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

t and deliver specific content in interactive mode at the touch of a screen.For the old hands, here are five factoids about digital signage that are worth considering:

Fine Art: With so much attention focused on the commercial aspec

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

Following aspects would a

t of digital signage, it would be easy to miss the fact that large flat panel plasma displays are currently being used as a digital canvass for the a series of 30 high definition video portraits at New York's Phillips de Pury and Paula Cooper galleri

dd to the challenges in developing combination products:

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

s and at the Ace Gallery in Los Angeles. The exhibit, VOOM PORTRAITS by ROBERT WILSON, underscores how the technology at the heart of digital signs is becoming increasingly common.

Changing media markets: On their own, digital signage netw

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

orks are becoming a significant advertising medium. Well-positioned to complement the skyrocketing online advertising market, which is expected to grow 35 percent this year, digital signage networks are coming into their own as a viable advertising m

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

edium.

Proximity sensing: As hybrid interactive digital signs increasingly stand in for digital kiosks, the need to recognize the presence of viewers grows. Not only can such knowledge automatically launch a presentation, it also can contro

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

audio volume to prevent audio from closely spaced signs from competing with one another and creating an audio mess. Proximity sensors that easily interface with interactive digital signs can take control and create order from what otherwise would be

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

Professional from academic institutions, pharmaceutical industries, health care indust

chaos.

Projector alternative: New technologies that allow projected images to be clearly seen on screens mounted in full daylight are emerging. Coupled with new technology that corrects for geometric distortion of projected images from od

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

dly placed projectors, the new screen technology opens new opportunities for projectors to be used in digital signage applications.

Flatter all the time: For the first time, flat panel displays have surpassed CRT-based televisions in consu

.

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

er sales. Not only does that mean economies of scale will continue to make digital signage displays less expensive, it also means digital signage will continue to blend easily into the media landscape.There you have it, five things you need

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

Companies that provide selfless information through particip

to know about digital signage and five things you may not have known. Whether you're an old hand or newcomer, I hope it was time well spent. If you have a digital signage topic that you would like me to research and write on, please provide feedback

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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