Advice You - Business

Close your eyes for a moment and think of the smell of freshly baked bread – what does that wonderful warm smell remind you of? Perhaps it takes you back in time to your childhood,

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

to Sunday mornings when you used to walk down to the corner bakery to buy a fresh loaf dusted with flour.

In the same way that an everyday aroma can instantly take us to another pl

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

Examples of combination products may in

ace and time in our minds and remind us of people and places, so too is it possible to associate your brand with an aroma in the minds of your customers and clients.

Aromas have th

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

e ability to build powerful brand recognition, quickly. In his book, Brand Sense, Martin Lindstroem says, ‘Seventy-five percent of the emotions we generate on a daily basis are affe

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

cted by smell…Next to sight, it's the most important sense we have’.

Dr Eric Spangenberg, Dean of the College of Business and Economics at Washington State University, ran a test i

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

Combination pro

n a clothing store in the Pacific Northwest of the US to determine how scent affected customers by gender. He diffused the subtle smell of vanilla in the women's department and rose

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

maroc (a spicy, honey-like fragrance) in the men's. When he examined the cash-register tapes, he found that receipts almost doubled on the days when the scents were used. However,

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

when he reversed the scents (diffusing vanilla with the men and rose maroc with the women) customers spent less than average. ‘You can't just use a pleasant scent and expect it to w

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

ork,’ he says, ‘it has to be congruent’. That is, the fragrance has to make sense with the product or environment it's supposed to enhance: ‘When you go into Starbucks, you don't ex

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

pect to smell lemon-scented Pledge’.

Whether your company operates retail stores, hotels or corporate offices aromatic branding can give you the edge. Here’s how aromatic branding

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

orks:

• Our sense of smell is our most acute sense. We take in more information, more quickly and retain it for longer through smell than we do through any other sense.

• Our sens

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

Following aspects would a

e of smell interacts with the limbic system in the brain, where memories are linked to aromas. We’ve all had the experience of smelling an aroma that instantly transports us to anot

dd to the challenges in developing combination products:

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

her time and place because we associate it so strongly with a certain person, time or experience.

• The deliberate use of aroma is the final frontier in creating a truly unique and

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

memorable brand experience.

• Aromatic branding is about creating a unique aroma that people associate with their experience of your brand – effectively, it anchors a certain arom

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

a to the brand experience so that every time a person smells that aroma, they will be instantly reminded of their experience.

• Most companies already use sight, sound and touch to

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

create an integrated brand experience, but few use smell. This is an opportunity for your company to be at the forefront of aromatic branding.

Jennifer Jefferies International (JJ

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

Professional from academic institutions, pharmaceutical industries, health care indust

I) is already working with leading brands to create a unique aromatic brand association for their customers. Among them are Palazzo Versace and Sofitel Hotel at the Gold Coast, for

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

which JJI developed a unique ‘signature’ scent that captures the ‘essence’ of the hotels experience. The hotel uses its signature scent throughout both public spaces and individual

.

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

rooms to anchor its guests’ experience and memories of their stay with that particular aroma. This scent is available exclusively to the hotel, and through it, to its guests.

For G

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

Companies that provide selfless information through particip

U Health, JJI created a Workplace Wellbeing blend. This blend was designed to create an environment that increased productivity and performance and at the same time reduced burnout

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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