Advice You - Business

I'm often asked if I could just do either the print side or the website side of a brand design project. And while that's certainly possible, I don't recommend it.

Splitting a branding project typically results in a lack of consistency betwee

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

n pieces in your marketing kit. All of your brand materials should have similar design elements. When a project is split among different design firms, often those firms don't have a similar style, and you can wind up with print collateral, fo

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

Examples of combination products may in

r example, that looks dramatically different from your website. In this case, when potential customers receive your business card and then go to your website, it might take them a moment to realize that they're in the right place... and that

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

oment can affect the level of trust that you build with them. Since trust is one of the most important factors in the buyer/seller relationship, breaking this trust can have a poor effect on your sales.

Projects are typically split up for a

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

few reasons:

• Lack of full-service design capabilities. If the firm you choose has strengths primarily in just print design or just web design, then that firm will probably not be the best choice to execute both projects. Many firms do off

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

Combination pro

r both print and web services these days, though, so you might look around for a firm that can fill both needs.

• Short timeline. If you're looking to launch your business or product quickly, you might find that one firm can't offer you the

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

turnaround time that you need to get to market fast. If this is the case, and you split the project in half so that the halves can be developed simultaneously, you might actually harm your brand: there will be no opportunity to create consis

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

tent graphics between the two projects. You might have better results if you design a minimum number of materials and a shorter, less complicated website for the launch, and then continue to expand your suite of materials after your company o

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

product is up and running.

• Lack of budget. Developing a full brand collateral suite can be an expensive undertaking. However, you're often better served by having fewer materials that are consistent and of a high quality than having more

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

materials that have been pieced out to different firms at a lower initial cost. Good, matching marketing materials will add a lot to your credibility and should last quite some time; great materials can last for the life of your business!

•

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

Hesitancy to decide between firms. If you've requested proposals from several firms, and you really want to work with each of them because they're all so great, resist that temptation. This strategy won't have the best result for your brand,

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

Following aspects would a

and your brand is one of the most important tools in your business's toolkit.

If you must split the project between two firms, you can get a better result if you insist on:

• Communication between the two firms. If the two firms both talk

dd to the challenges in developing combination products:

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

about your Brand Foundation, then that ensures that your marketing pieces will all be on track in terms of their design's messages about who you are, what you do, and what makes you different.

• The creation and use of a Visual Vocabulary

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

nd Brand Rules document. Make sure that one firm-typically the one that designs your logo-also will create and deliver a Visual Vocabulary and Brand Rules tailored to your business. These two elements are not always a guaranteed deliverable,

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

so you might have to request that they be created. Your Visual Vocabulary is made up of all of the graphics that supplement your logo to form the graphic "face" of your business and anchor your brand identity. This can include design elements

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

such as:
- Font styles
- Colors
- Shapes
- Layout conventions
- Backgrounds
- Photographs
- Special textual treatments
- Paper type

Your Brand Ru

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

Professional from academic institutions, pharmaceutical industries, health care indust

les document will detail the use of each of these elements, as well as the specifics of your logo and the "do's" and "don'ts" that surround the use of your logo design.

• Completion of the logo, Visual Vocabulary, and Brand Rules before the

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

rest of the project begins. Or, you can have one of the final design deliverables-or sets of deliverables-completed before the design on the next one begins, and have the next one designed to match.

• See if the two firms will collaborate

.

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

n the two projects. If the two firms are agreeable to it, and your budget allows for a few extra hours, have the two firms meet to offer feedback and suggestions to each other on their designs. Some firms might not agree to this, though.

Spl

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

Companies that provide selfless information through particip

itting up a project haphazardly can be detrimental to your brand, but if you find that it's necessary, and you manage the process carefully, you can still create a strong brand that will create beneficial bottom-line results for your business

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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