Just Other Articles

Hey branders, marketers, product development managers and packaging pros. It's time to step up to the plate with your product packaging. Mainstream advertising is losing ground. No one is paying attent

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

ion to it any more. That puts packaging in line to take its place and capture the consumer’s attention and get up close and personal.

So what are you waiting for?

Over the last several months, I have

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

Examples of combination products may in

shared with you in my articles the reasons that it is imperative for packaging to positioned at the right place at the right time.

• "Retail's First Moment of Truth: The Package"

• "How To Mak

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

Your Product Packaging Newsworthy"

• "It's Easy Being Green - Packaging Your “Green" Brand"

• "Launching a Brand at the Super Bowl With Dreadful Packaging"

Now, it's your job to make your pac

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

kaging work for your brand and your company.

So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotion descriptors that your package must convey.

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

Combination pro

Does your packaging Engage, Evoke, and Engross the consumer?

Let’s look first at ENGAGE: to attract and hold by influence or power. Can you say that about your product packaging? Or is your product p

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

ackaging just the opposite? Boring!

Think about what you can do to improve the odds that your package will engage a consumer: Colors, features, shapes, value and benefits are all ways to reach out wit

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

your package.

EVOKE: To call forth or call up as in evoking memories. What about your package will make the consumer recall a successful or enjoyable product experience? How can you make them remembe

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

r that they were satisfied in buying your product? In case they haven't purchased before, what is going to "connect" them to your product on your package? What is so special about your package that the

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

have to take a closer look?

ENGROSS: To engage the whole attention of (and that's the key point). You have to get their attention to pick up our product before they can even consider buying it. Use f

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

eatures that will capture their interest in seconds because that's all the time you are going to get before they move on.

Another "feeling" word that conveys a strong and compelling brand is TRUST. Yo

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

Following aspects would a

u must create a place where people look for information and feel more secure doing so. It's important to understand the strength behind the brand and why people turn to it for a sense of security and

dd to the challenges in developing combination products:

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

nformation. So what about your product packaging conveys the experience that consumers can trust your brand?

Regardless of the reason a consumer may be in the store or looking at your product, introdu

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

ce them to a "lifestyle" experience . . . trust, security, necessity or even peace of mind. Your package presence needs to call out "Buy Me" because I provide the experience of all of the above emotio

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

s.

Product branding is a powerful influence on everyone. It’s important to understand the strength behind the brand and why people turn to it for a sense of happiness, satisfaction, security and infor

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

mation. The best of all brands cross gender, ethnicity and age demographics. That is to say that everyone will recognize and identify with the brand. In my presentation "Does You Packaging Speak Human"

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

Professional from academic institutions, pharmaceutical industries, health care indust

I spoke about "Universal Truths" in packaging that cross these boundaries also.

If you have to pick one, the best single word emotional response you can give to the brand is "ENGAGE." People are conne

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

cted to the brand at all levels. That is a great position to be allied with. So that's what you need to do with your product packaging. You have the brand statement behind you now you need to "ENGAGE"

.

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

he consumer.

When you capture the power of the package people will integrate your product into their everyday life. They will not just turn to it as a convenience but as a necessity for comfortable li

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

Companies that provide selfless information through particip

ving. So create your own story through powerful product packaging. Whatever your category, you should strive to engage, evoke, and engross the consumer to revitalize your brand through product packagin

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.justotherarticles.org.ua/article/7940/justotherarticles-The-Power-Of-The-Package.html">The Power Of The Package</a>

BB link (for phorums):
[url=http://www.justotherarticles.org.ua/article/7940/justotherarticles-The-Power-Of-The-Package.html]The Power Of The Package[/url]

The cost of presenteeism has now surpassed the cost of absenteeism. Presenteeism, which refers to sick employees who come to work instead of staying at home, now surpasses $180 billion annually. Absenteeism, where the employee does not report to work, costs $118 billion annually and medical expenses and lost productivity.

When you want to get something from A to B a courier delivery messenger service is an option to consider. Here is a look at why you would choose a courier delivery messenger service to meet your need.

There is a single fundamental truth in branding that is true regardless of industry, company, or product: IN ORDER TO BE SUCCESSFUL, YOU MUST BE WILLING TO WIN. The great Vince Lombardi once said, “Winning isn’t everything, but the will to win is everything.” Meaning, if a company, team, or individual does not have the will to win, they will never be able to win.

Tags

Links

Just Other Articles - The Power Of The Package

Related Articles: