Advice You - Business

Thousands of new products are introduced every year, more than 15,000 to be exact. How can your product compete, not only with established brands but with the plethor

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

a of new products that are being introduced? The answer of course is THE PACKAGING. The right packaging with the right message will rise above the competitive landsca

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

Examples of combination products may in

pe. But how many companies understand the value behind packaging as a marketing tool? Most just look at as a way to convey the product or recycle tired images and pr

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

oduct packaging that doesn’t work.

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand. Commu

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

nicating that message on product packaging is a time consuming and difficult challenge. The answer derives from understanding what the consumer wants from their produ

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

Combination pro

ct packaging. A good way to assess this problem is to look at yourself and how and where you shop?

What compels you to look at a new product? What drew you to pick i

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

t up and take a closer look? Your answer may be different from that of another member of your family or a significant other but the message is the same. You were intr

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

igued enough by whatever ever that made you pick up the product and take a closer look. That’s half the battle won because your product will never sell if someone doe

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

sn’t pick it up in the first place.

I know it’s a trite saying by now but seriously “think outside the box.” That is what makes your product unique from its competit

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

ors. Here are a few questions to ask yourself about your package. Remember think from the consumers’ perspective not from the manufacturers.

Rank these attributes f

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

or your product and then the nearest competitive product or a product that you recently purchased that was outside your normal buying pattern.

Is it new and innovati

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

Following aspects would a

ve?

Is it fulfilling a need?

Is it easy to use and convenient?

Is it a good value?

Does it make the consumer happy?

Does it inspire consumer trust and loyalty?

dd to the challenges in developing combination products:

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

Is it safe and secure?

Does it compel you to want to know more?

So how does your product stack up in solving a consumer want or need?

Would your package make someo

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

ne desire to take a closer look?

Remember it’s the package talking here. It’s the one doing the work marketing what’s inside to the customer. That’s what you need to

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

drill in your brain about your package - why buy me??

Evaluating or developing product packaging with the consumer in mind is your first step in creating a package

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

that markets all the products attributes to the ultimate decision maker the customer.

Don’t get concerned it your package doesn’t do all of the above. It only takes

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

Professional from academic institutions, pharmaceutical industries, health care indust

one unique attribute that will intrigue a consumer to take a closer look. Of course the more needs you can fulfill the better “connection” to the consumer. The “cons

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

umer connection” is what you are trying to create. So think outside the typical behavior and solve the hidden need that will make a consumer buy your product and not

.

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

a competitors.

Want more of the latest packaging insights and packaging trends that drive consumer purchasing? Be sure and visit the Packaging Diva's newest website

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

Companies that provide selfless information through particip

http://doityourselfpackaging.com/ where you will find, packaging tips, technology and the latest news.

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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