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When Cingular decided to create a cellular phone for young children, they needed a name that would resonate with both them and their parents. The result was Fi

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

refly – a name that not only fits the product (it lights up when in use) but also one that has deep meaning. Many parents can fondly recall summer nights spent

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

Examples of combination products may in

chasing the elusive lights as they danced across a fresh cut lawn or meadow.

When a technology company needed a name for their new PDA a few years ago, they c

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

uld have used Pocket Link (the code name for the device while it was in development). Instead they went with a much more appetizing name… The Blackberry.

When

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

United Parcel Service wanted to instill a deeper sense of their brand identity, they simply turned to their earthy corporate color . . . "What can Brown do fo

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

Combination pro

you?" Verizon named their newest phone Chocolate. And the world’s leading manufacturer of construction and mining equipment shares its name with a friendly, w

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

ggly little worm . . . Caterpillar.

What do these highly memorable names have in common? They are all richly grounded in human experience. As such they are mu

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

ch more anchored in our brains. They trigger the areas of sight, sound, taste and touch. These types of names then provide a much bigger palette to paint a men

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

al picture of our products and services. They allow us to borrow on the attributes inherit in the words themselves. That’s why Apple is much more approachable,

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

consumable and human than Compaq. And that’s why we process Amazon on a whole different level than Books-A-Million.

So what keeps companies from using these g

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

eat words to evoke deeper levels of meaning and greater connection with their brand? The answer usually comes down to fear. That fear may take many forms, such

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

Following aspects would a

as “No one else in our industry is doing that!” and “No one will understand our product if we don’t explain it in the name.” On a more practical level the fea

dd to the challenges in developing combination products:

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

takes the form of trademark issues. Many car companies have simply given up on great names such as Cougar and Mustang in favor of alphanumeric solutions… i.e.

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

Q45, E Class, XR7, etc. Rather than risk a fight, they take safe, coined, emotionless words and use massive marketing dollars in an attempt to instill the very

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

attributes that a great name can instantly provide.

The fear also takes the form of limited thinking… that all the great names are taken and gone. But creati

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

ity knows no such limits. There are always new ways to create, invent and evoke. It may take time. It may take effort. But the rewards are worth it. In the end

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

Professional from academic institutions, pharmaceutical industries, health care indust

you will have a name and a brand that truly mean something. It will be a name rich in texture and ripe with meaning. Above all, it will be human.

Is this the

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

best and only way to name a business or product? Of course not. But it’s one naming strategy that deserves more priority and consideration in the light of so m

.

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

ny artificial names. Do your customers crave meaning and experience in their lives? Do they want to connect at a deeper level? Then meet that need by creating

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

Companies that provide selfless information through particip

ames, tag lines and experiences that are great – great because they are genuine, grounded and organic. That way you’ll not only grow, you’ll thrive and prosper

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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