Advice You - Business

In this day and age of modern computers, ink jet printers and desktop publishing programs, I am still amazed to see that store owners put little effort in to producing quality signage for their stores. Signage is one of the most important ways to convey your message to your customers. Your store name,

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

promotions, pricing, and product information may all be conveyed through signage. Are you getting these messages across effectively? As a customer walks by your store, you have about 3 seconds to let them know what they will find inside. What message are you sending? Professional signage will attract

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

Examples of combination products may in

the customer, provide just the right amount of information and invite the customer to enter your store or try your product. Unprofessional signage is confusing to the customer and sends a negative message about your store and product. Common problems include ambiguous or misleading messages, spelling

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

rrors or signs that are difficult to read.

Effective signage has the following qualities:

QUALITY PRODUCTION You don't have to spend big money to get signs that look professional. Having said that, you still need to be willing to spend a few rupees to create the image that y

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

u want to represent your business. Consider the lifespan of the sign. Exterior signage that needs to last several years requires a fairly large investment. The shorter the lifespan of the sign, the less it should cost. If you are running a small boutique, producing your own short term promotional or i

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

Combination pro

formational signage is perfectly acceptable, provided you have the tools and skills to do it well. If you are producing signs on your own, they should be produced on a computer, not handwritten. This might seem too obvious to mention, but I still see stores using signs that have been written in black

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

elt marker. Use a desktop publishing or word processing program and quality printer and paper. If your printer and paper are not good quality, take your computer file to a print shop to produce your image. Mount your final images on a heavy card.

SIMPLE COLOR SCHEME Don't go

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

razy with color. Pick a simple, two or three color scheme and stick with it throughout the store. Pick a background color, text color and highlight color. Make sure that the colors have enough contrast to be easily read. Red on black, while a dynamic and high power combination, does not have enough co

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

trast to be easily viewed. However, if the text is very large, bold and only one or two short words, you might be able to get away with it. Outlining the text with a thin white line will also improve the contrast. Also be careful with combinations such as yellow/green or orange/pink/red or green/blue.

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

These combinations can be powerful and trendy, but require more work with design to make them legible. Strong contrasts such as red/white or white/blue increase visibility and legibility.

EASY TO READ Make your signage easy to read. Don't try to put too much on one sign. Some

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

signs are so full of tiny images, starbursts, exclamation marks, and small print, that you can't take it all in. One main image, a headline and a few bullet points are all you need on an informational sign. A sign in a store window should be even simpler. You need to get your message across immediatel

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

Following aspects would a

y as the customer walks, or drives by. This means you can only use a strong image on your sign, a headline, or a simple combination of both. Some stores only use one word, such as 'SALE' or 'EID SALE' in the window, and provide more information inside the store. The more time the customer will be spen

dd to the challenges in developing combination products:

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

ing looking at the sign, the more information you can include. For example, a sign near your cash register, where your customer will be waiting for a transaction to be processed, can provide details of a contest or return policy.

CLEAR, SIMPLE MESSAGE Keep your message simple

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

Avoid trying to say too much. Choose one main message that you want to convey. Do you want to tell about a sale, a price, product info, return policy? Rather than say this all at once, try a sale sign on the top of the rack, price and product info on the tag, and return policy at the cash register. W

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

en you craft your sign, write down the message you want to get across, then rewrite it in as few words as possible. Keep reducing until you have one to five words for your headline. If necessary, write a small amount of supporting information below.

WELL PLACED Be careful whe

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

e you place your signage. Place it where it will catch your customers' attention, but will not block essential elements of your store. Think about how customers approach your store. If customers walk by your store, but your store name is only placed high up on your store front, facing the street, how

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

Professional from academic institutions, pharmaceutical industries, health care indust

ill they see it? You also need to repeat the name on the door or window. Make sure signs don't block traffic flow, displays, or the view of the interior of your store. Check for reflections on the window that make your interior signage invisible during the day. You'll need to check this at various tim

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

s of the day to find out what happens to the light and reflections depending on the position of the sun. You can improve the visibility of your signage by improving the display lighting inside, and by using light colors in your windows. Light colored signage will stand out, while dark colors will rece

.

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

e and virtually disappear behind reflections on the glass. After placing your signs, double check how they look from a customer’s point of view. Step back and approach the store as a visitor. Walk from front to back and look at all your signage critically and reposition as necessary.

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

Companies that provide selfless information through particip

IMPLIFY, SIMPLIFY, SIMPLIFY The simpler you keep your signage the better. Reduce visual clutter, and focus on getting your most important message across to your customer. You will attract more walk-by traffic, and avoid confusing your customer. Your sales should increase as a result.

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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Some businesses go out of their way to please the customer, others just go through the motions. The difference comes from an intentional promotion of a positive, customer-pleasing attitude.

Technology makes life easier. It supposed to be like that in an ideal condition. Unfortunately, there is always risk that we have to face (and fight) because nothings perfect in reality.

Zero tolerance policies have worked their way into our schools, or jobs, our government, and our lives. Good students, and good workers a being sacrificed in paranoia.

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Advice You - Do You Have Wining Shop Signs?

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