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Advice You - A Brand New Recipe For Branding
In a recent article, I told the story of when I was a young whippersnapper, attending classes at what was then and still is called “one of the more famous hotel schools in North America", the marketing professor
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
gave us an interesting, but quite challenging assignment.
We were to find a hospitality business that marketed itself by using the participation of the owner as part of the “distinctiveness” of the business. At
We were to find a hospitality business that marketed itself by using the participation of the owner as part of the “distinctiveness” of the business. At
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
the time, this seemed like a most difficult assignment, because in those days, it seemed that not too many people really stood out in this field. At least that what it seemed like to me in my youth. Or maybe it
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
as just that they didn’t want to either make a fool of themselves. There seemed little need to drive the world to their door. I chose a very different restaurant enclosed within an old 19th century Mansion in thi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s very cosmopolitan city. It was called Julie’s Mansion and was owned and operated by a very eccentric, but wonderful showman who knew that he had to differentiate his restaurant from all the rest. He knew that t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e best way to do that – after the assumption of great food, entertainment and service – was to turn himself into the “brand.”
My job, as a young hospitality student, was to watch him carefully and learn as much
My job, as a young hospitality student, was to watch him carefully and learn as much
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
as I could. One Saturday night I showed up and Julie was trying to ‘insert’ himself into the home team’s pro hockey uniform. It was instantly obvious that Julie had never played hockey. To see a middle-aged man
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
truggling to get into and then have to have me extricate him from the jersey, equipment, elbow pads et al, was hilarious for a young guy like me, who had been on skates and playing the game since age four. He cer
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
tainly was not afraid to make a fool of himself. When I showed up that night, he had less than no idea what piece of equipment went where, and was struggling with the shin guards. He had got himself all tangled u
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
with what he thought were hip guards, when in fact they were shoulder pads, worn over the shoulders. It was indeed the first time I had ever seen a ‘player’ wearing shoulder pads, stretched around his butt.
I h
I h
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
elped him get ‘dressed’. Next came the taping of the hockey stick. This was genuinely hilarious, watching this fellow trying to figure out the right way to tape a hockey stick without making a mess of it and look
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ing foolish to his customers. He had a special plan for that stick.
I taped his stick and now he was ready. He had on his uniform, equipment and helmet, borrowed from one of the local NHL players who were a freq
I taped his stick and now he was ready. He had on his uniform, equipment and helmet, borrowed from one of the local NHL players who were a freq
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ent guest at the mansion. Now, he actually looked like a real NHL hockey player...in black and white running shoes, sans skates!
Then Julie ‘flew through’ the different alcoves and floors of the restaurant with
Then Julie ‘flew through’ the different alcoves and floors of the restaurant with
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
a big ball of foodservice aluminum foil as his ‘puck’. He stick-handled in and out and between tables, took shots with the aluminum ball off the walls, cross-checked his own waiters trying to serve tables, all th
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
while yelling cheers and the phrase made famous 'round the world, by Foster Hewitt: "he shoots.... he scores!" All this, at the top of his lungs. Then he had planned for a horn to sound loudly indicating that th
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
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 ‘period of play’ in his imaginary ‘game’ was over. It was now time to go to the dressing room. In a flash, just like an on-stage magician, he quickly disappeared into thin air, hidden in his office.
My face wa
My face wa
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
covered in tears. I couldn’t stop laughing! The restaurant was in an uproar. Guests were laughing so hard…one guy literally fell off his chair. The waiters were laughing, the guests were laughing, I was laughing
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
and all the while Julie was having a ball too. Here was a restaurateur who made his work fun.
I had not met one of these types before. I really liked and respected this fellow. But I figured then, and still tod
I had not met one of these types before. I really liked and respected this fellow. But I figured then, and still tod
.
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
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
y, that anyone who had that much fun…and made that much money…must know something the others didn’t. And he did. He became his own brand. ‘Distinctive. ‘Differentiated. ‘Therefore attractive to people who are si
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ck of seeing the same old, same old every day. People are attracted to differences not similarities. Take a look at what you can do with yours. It’s right under your own nose.
©Copyright, Roy W. MacNaughton, 200
©Copyright, Roy W. MacNaughton, 200
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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