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In the past, the management of an organization's brand has usually been the sole domain of the organization's marketing team. However, with the evolution of the Internet and people's need for instant in

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

formation, there is a greater call for public relations professionals to become more directly involved with an organization's brand management.

The Dictionary of Business and Management defines brand as:

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

Examples of combination products may in

a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.

But according to Colin Bates, a brand management specialist from www.buil

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

ingbrands.com, brand means much more than that. "More accurately," he says, "brand is a collection of perceptions in the mind of the consumer."

Essentially, brand is more than simply a corporate logo; it

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

is anything people can associate an organization with, whether it is a paid advertisement or an article found in a newspaper. This is where brand management becomes important and PR professionals must

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

Combination pro

be vigilant.

It is not enough for public relations professionals to simply communicate news to the media; they must somehow communicate the persona of their organization.

For example, Google, the company

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

that runs the best-known and most-used search engine on the Web, has a very distinctive brand. Most Internet users could visually identify its logo. However, Google's branding efforts do not stop there.

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

The company has worked hard to combat Internet users' doubts about the quality of Web search results. Most of the main stream search engines sell advertising in order to make money and many people have

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

accused these companies of skewing search results for money - giving certain web sites a higher ranking in exchange for purchasing paid advertising.

However, Google is well-known for the clear division

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

it places between its search results and its advertising business. The visual separation on Google's Web site is an example: search results are prevalent on the left and occupy at the very least 90 per

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

cent of the page, while advertising occupies very little space and is not intrusive to the user. Most importantly, the search results are generated from the intelligence of Google's product and are not

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

Following aspects would a

influenced by purchasing advertising.

Google makes this very clear each and every time it speaks to the media. When a spokesperson does an interview or the company issues a press release regarding its se

dd to the challenges in developing combination products:

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

rch engine, it is quick to point out the division. In fact, it says it is part of its corporate philosophy - hence, it has become part of its brand. Google is known for its technical innovation and the

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

quality of its search results, and not as a company that is just interested in money.

Furthermore, to ensure the organization's branding is being effectively communicated to the media, it also must be

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

properly managed.

If the brand or persona of the organization is not being properly communicated, problems can be identified through analysis of the media coverage and the necessary adjustments can be ma

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 by the PR team to get the proper message out.

By tracking key messages, taglines, or buzzwords in the media coverage, the public relations team can measure how well its organization is communicating.

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

Professional from academic institutions, pharmaceutical industries, health care indust

It could be there are stop words the PR team wants to avoid using to prevent confusion and miscommunication. These too can be measured.

Media coverage can also be measured against other performance indi

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

cators such as sales and stock prices. This could be a good indicator to measure how well a brand is being perceived in the media and with an organization's key publics.

To most companies, brand is jus

.

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 important as the products they create and services they provide, and it must be properly managed. Public relations professionals have a key role to play in shaping and maintaining an organization's

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

Companies that provide selfless information through particip

brand - this responsibility cannot be left solely to the organization's marketing team. Not only is the PR team responsible for communicating the brand, but it also must be vigilant through media analysis

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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A lot of seminars have been given about good leadership qualities and how to manage franchisees. But with all these information and different ideas about what a good franchiser leader should have, I have narrowed it down to six key elements that I think is what a good franchiser leader should have as the success of a franchise network depends on the franchiser leader and his relationship with his franchisees.

In many organisations, once you have proven your abilities, the next logical step is to move into management. Is this right for you?

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