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If promotional product marketing is a big part of your campaign, it means it's the right time for you to think about co-branding. In essenc

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

e, co-branding is putting your brand name juxtapose to a more popularly branded promotional product. For instance, instead of just giving a

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

Examples of combination products may in

way a "generic shirt" with your logo on it, you could place your name on an Adidas, an Izod or a Nike shirt.

Co-branding is a great way 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.

boost brand recognition. Especially true for newer companies, riding on the existing market share of the bigger brands gives your brand a b

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

etter fighting chance. The alliance between two brands can also offer clients better value. Long established brand items are often of bet

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

Combination pro

er quality than generic ones. As such, clients get more out of a co-branded promotional item than they would with one that isn't. As an off

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

-shoot of this, the credibility of the established brand is transferred onto yours.

Is it really worth it?

A classic

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

example of successful co-branding is the LiveSTRONG(TM) baller bands, the Lance Armstrong-Nike union created a new breed of promotional mar

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

keting unlike any other. What started as a simple fund raising tool for the Lance Armstrong Foundation is now a fashion statement, a symbol

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

for a good cause, a bearer of hope and of course a great marketing tool.

Today, it has gone far beyond its original purpose of raising eno

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

ugh money and awareness to support the fight against cancer. The original $5million goal has been surpassed more than five times over.

In

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

Following aspects would a

addition, it has become such an iconic piece that it is now being re-sold everywhere at inflated prices. Even non-traditional channels like

dd to the challenges in developing combination products:

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

eBay are carrying the product. While the phenomenal spread of the bands don't always help out with its original cause (such is the case of

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

reselling), it is nonetheless an amazing embodiment of the power of co-branding.

Choosing the right co-brand partner

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

When using the co-branding strategy for promotional products, choose a brand that you believe in. Find one with concepts that are pretty mu

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

ch aligned with your company's.

You should also consider your marketing stance carefully. While a great strategy, co-branding might backfi

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

Professional from academic institutions, pharmaceutical industries, health care indust

e if the partner brand you choose overshadows your own. Decide whether you are going to aggressively market the promotional product as a br

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

and product or if you should just casually mention it to your clients.

Saying that the giveaway pen is a Cross Pen or a Parker and forgett

.

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

ng to mention your own brand --or much worse placing your logo and brand name too inconspicuously -- just might make them forget that the i

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

Companies that provide selfless information through particip

tem came from you in the first place.

The bottom line: Know the power of co-branding, but like all powerful things, learn to use it wisely

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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