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Your brand is identified by a logo or a look, but it is ultimately a perception that rests with your customer. Words are a powerful tool for conveying brand benefits and building a pos

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

itive consumer perception of your product or service.

Research shows that consumers typically spend less than seven seconds reading a label in the store, and that they only remember t

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

Examples of combination products may in

e first two or three branding statements they read. The more text there is on a package, the less likely a consumer is to read any of the branding messages.

So, how do you choose whic

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

words will represent your brand? Should you use the jargon of your target market? Be trendy, down-to-earth, or old-fashioned?

The best way to make words work for you is to choose wor

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

s that address your customer’s needs. Four consumer needs that impact brand loyalty are emotional, social, intellectual, and security needs.

Emotional – People want to feel goo

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

Combination pro

d about what they buy, so make sure that your brand gives consumers reasons to feel good about your product or service. Shout “feel good” by using bright colors and a clean layout for

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

our branding collateral. Most importantly, make sure that your branding text is relevant, memorable, and easy-to-read.

Continental Airlines has an ad in their in-flight magazine, that

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

reads Continental: Official Airline of Face-To-Face Meetings. They’re selling to emotional needs by offering reassurance in the language that their business customers use. That

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

ingle line tells consumers, “Continental understands what’s important to you, and we’re very good at helping you make it happen. You can trust us with your business travel.” It’s brand

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

ing that feels good.

Social – Humans have an innate need for affiliation, or belonging, and choosing words that appeal to that need is another way to build loyalty for your bra

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

d. Consumer preference data and testimonials are two resources for effectively selling to consumers’ social needs.

“More people choose Sally Bacchetta than any other freelance writer

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

Following aspects would a

n the planet”, or “I learned skills in Sally Bacchetta’s sales training workshop that I hadn’t learned in 10 years of field sales experience.” You get the idea.

Intellectual –

dd to the challenges in developing combination products:

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

e all like to believe that we spend our money wisely. Satisfy your customers’ intellectual buying needs with words that describe the value of your product or service. One of my first l

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

essons as a rookie pharmaceutical representative was to differentiate purchase cost from usage cost. My antibiotic cost more to purchase than my competitor’s, but because it afforded b

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

tter outcomes and shorter length of treatment, the cost to use was significantly less. Using objective facts to fulfill your customers’ intellectual buying needs can strengthen the con

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

ection to your brand.

Security – Consumers want to trust the products they buy and the companies they do business with. Would you buy a bottle of aspirin from a stranger on the

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

Professional from academic institutions, pharmaceutical industries, health care indust

street? Probably not. But you might if that stranger is wearing a Walgreen’s jacket and a tie and standing in a kiosk decorated with Walgreen’s banners. Still a stranger, but a strange

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

r in a brand that we trust.

Choose words that tell consumers why they should trust you. “Four generations of our family have done business with four generations of yours”, or “Certifi

.

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

d by the National Association of Pharmaceutical Sales Trainers.” Consumer confidence must be earned over time, but it begins with your branding collateral.

By using words that resonat

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

Companies that provide selfless information through particip

with your customers’ emotional, social, intellectual, and security needs, you position your brand squarely inside your customers’ comfort zone and increase the probability of purchase

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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