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Just as it takes a combination of all the right elements to make a beautiful garden grow, it takes more than a great logo, or a great ad to grow a successful business. Ho

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

w do the best businesses do it? They use an integrated approach to their marketing, combining a great visual identity with a compelling message that gets delivered throug

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

Examples of combination products may in

a variety of channels. People are bombarded with hundreds to thousands of messages a day. It’s just not reasonable to expect an ad that runs one time in one newspaper wi

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

l be enough to get your prospects’ attention and rally them to action.

Over the next few issues of our newsletter, we’ll be sharing thoughts with you on various channels

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

of marketing and advertising in order to clarify the pros and cons of each one and to demonstrate why a layered, or integrated, approach is worth every dollar you’ll i

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

Combination pro

vest. We’ll start with the obvious -- your visual identity.

Your visual identity -- it’s more than a logo
Strong brands use every opportunity to mark their world an

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

their customers’ world with the organization’s visual identity. Do you? Sure individuality is important, but how often have we gone into a store or office and not been s

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

ure who’s a customer and who’s an employee? Rewarding your staff with high quality logo’d items that they can wear to work, identifies them as staff embers on-site and su

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

tly promotes the business off-site.

Every business is cost conscious, but are you cutting costs at the expense of visibility? Sure you can buy plain white envelopes for

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

our business’s correspondence but envelopes with your logo and mailing information look more professional and show you care about the details.

What promotional items lin

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

with your business, your mission and values, and have a significant shelf life or staying power for your clients? Coffee mugs? Don’t we have enough of them? A client rec

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

Following aspects would a

ently had us create bookmarks. What a clever and appreciated little thank you. Add it to a book that relates to a subject of interest to the client, or that relates to yo

dd to the challenges in developing combination products:

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

r industry, and you’ve got a perfect thank-you gift that has significant shelf life.

You wouldn’t dream of using a business plan that hasn’t been updated, so why would y

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

u want your customers or staff to come to an office that hasn’t been updated? Are your office colors in harmony with the environment and the brand message being sent by y

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

our visual identity? Sure, it can be costly, but not investing in your environment is also costly when it results in customers who think you don’t value them, or causes t

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

em to feel things aren’t going well for the business.

This concept of “environmental branding” is exemplified by retail giants such as Ikea (an example that it doesn’t h

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

Professional from academic institutions, pharmaceutical industries, health care indust

ve to be a costly investment), Borders, and the Disney Store.

Are you missing opportunities to make your mark on your world? We’d love to discuss that with you. Give us

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

a call at 609 653 2233 or drop us a note to discuss how we can help.

Our next issue will discuss advertising and how to use it to get your message to the heart of your t

.

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

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

Companies that provide selfless information through particip

ilding a brand that resonates with your target market and to view their portfolio. Also, visit our BrandReturn blog

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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The food services industry has developed a lot during these past years, mainly because it is essential for restaurants to work proficiently by stocking restaurant equipment and supplies to meet every possible customer demand.

What do you do when the competition cheats and/or hits below the belt? We recommend that you take the high road. Let them drown in the flood. Remember, he who laughs last! You must resist the temptation to retaliate by descending to their level. With Competitors Tank The High Road.

When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen. That's a huge benefit! That?s what you need to sell in your ad campaign, and those are the things you need to do in order to become successful.

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Just Other Articles - Will Your Brand Take Root This Spring? - Part 1

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