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Developing a business brand can be one of the most rewarding and challenging of experiences. The rewards of a successfully orchestrated brand identity can be found in that feeling of comple

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

te accomplishment. Yet, the challenges of this brand building experience can make any business owner give up before they have even begun. So, how does one avoid the pitfalls and shame of 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

butchered brand that so often consumes a company's meager marketing budget?

Even the largest companies make the worst branding mistakes. However, by following these three simple

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

teps, any size organization can build strong and lasting brands that are unique and recognizable:

Arm Yourself
Build Strategically

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

Maintain The Brand

Arm Yourself

The foundation of great brands is those individuals who are hired to create them. So, at the start of the br

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

Combination pro

and development process, an effective and experienced team should always be on board. Make no mistake. The worst thing a company can do is hire a self-taught graphic designer instead of 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

dvertising agency to build the brand they hope will take them into the future. However, this is the first, and often most crucial error that I see all the time. Even though the temptation t

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

o save a few hundred or thousand dollars on branding might be akin to seeing that knock-off Coach handbag in the local gift shop, it never changes the fact that, at a closer glance, it's no

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

t a Coach. To put it clearly: use the best people; find the best price; trust in a great portfolio of proven results.

Build Strategically

Like any good busi

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

ess strategy, effective brand building is all about following the rules. One might call it a process of brand building. In this process, there are four stages: gathering, understanding, bui

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

lding, and creating.

First, we gather. Here, the company and its advertising agency will learn and discover what they know and do not know about the brand identity. These sessi

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

Following aspects would a

ons are followed by the concise evaluation of the company's long and short term goals. Finally, based on the gathered information, a strong foundation can be built.

Second, we

dd to the challenges in developing combination products:

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

nderstand. In this step, we focus entirely on the target market of the brand. This powerful step allows the team to establish a clear objective and marketing direction for the brand. More i

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

mportantly, any existing objectives can be re-evaluated for visible flaws in achieving brand potential.

Third, we build. This is the step where the excitement should start to c

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

reep in. Here, the advertising agency will take the goal, brand direction, and message, and aim it at the intended target market through an effective design strategy.

Fourth, w

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

create. Unfortunately, this is often the step where the self taught graphic designer would start their process. Obviously, so much has to be accomplished before this step. Here, the actual

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

Professional from academic institutions, pharmaceutical industries, health care indust

visual elements that embody the brand are designed. This step would usually start with the creation of a logo. From there, print, web, and video elements would be added to result in the co

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

mplete brand look and feel.

Maintain The Brand

Now that we've created the brand and all its elements, we must be committed to maintaining its consistency in

.

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

all its uses. Here is where an effective and detailed style guide or standards manual comes in handy. Always keep a keen eye on how the logo is used: where it is placed; its overall size; a

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

Companies that provide selfless information through particip

nd how much clear space surrounds it. This attention is essential in achieving the brand's potential. Remember, a great brand is as much about being recognizable as it is about being unique

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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