Advice You - Business

You have just opened your business and are about to place your first ad in the newspaper or Yellow Pages. The rep asks you if you have a logo. Gulp. A logo? You panic and realize you have to have one and

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

fast. After all, every business has a logo and look how successful they have become. Check out Coke, Microsoft, Honda, Wal-Mart, and the list goes on and on. So you grab the local directory and pick a g

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

Examples of combination products may in

aphic designer or ad agency and get moving. Thousands of dollars later, you present the new logo to your ad rep and are well on your way to success, fame and fortune. After all, now you have a logo.

Let

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

’s back up. Take a look at the process where a business is born and think about the timeline. When Bill Gates began tooling with operating systems for Microsoft, did he begin by designing a logo? If you

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

ook at the first Coca-Cola logos, you wouldn’t even recognize them today. Other companies simply resorted to their initials such as RCA, IBM, or UPS in a slightly distinctive typeface. You see, their foc

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

Combination pro

s was actually on the business, rather than the public’s perception. Later, they would hire advertising agencies to do the promotion and, if warranted, promote their logo.

Can a logo build a brand and m

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

ake the company more money? Of course it can. Branding is a huge business in itself. It’s been proven in surveys that people remember certain logos better than past Presidents or world capitals. But thes

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

international symbols took time to be established and the company became successful on its on merits first. They built a following and customer base before marketing the logo as their representative. If

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

Nike had begun with their stylized ‘V’ followed by their slogan, ‘Just Do It,’ how would anyone know what they were selling?

I have been an advertising consultant to thousands of businesses and designe

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

hundreds of logos. I’ve never seen an awful business made better with an award-winning logo. Conversely, I’ve seen many successful businesses that thrived for decades without any logo at all. Most of t

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

em used their name in a variety of type styles that were easily read and, instead, communicated the nature of the company. “Fred’s Fine Custom Homes,” or “XYZ Creative Web Design,” still gets the message

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

Following aspects would a

across.

It all depends on your market and purpose. If you are a small, local business, with customers located within your city, having a logo probably serves no real purpose, other than giving you a un

dd to the challenges in developing combination products:

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

que identity. If you do a lot of mixed-media advertising, such as TV, radio, and newspapers, the logo can help tie your promotions together and create a branding awareness. For example, if a business cal

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

led, “Party Heaven,” uses a red balloon with angel wings on it’s signage, it’s smart to carry that logo through all it’s advertising. Also, a company with a national scope that has multiple locations or

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

country-wide franchise, needs to have a consistent theme that’s aided by a well-conceived logo and color scheme.

But the local plumber or air conditioner repair service mostly likely doesn’t require a

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

ute or complicated logo, to satisfy their customers. They can simply market and offer good service to build their client base. Especially when there are hundreds of plumbers, all using a wrench or pipe a

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

Professional from academic institutions, pharmaceutical industries, health care indust

s a logo in the Yellow Pages. There obviously must have been a run on clip art that day. I knew one that actually used a toilet with something dark floating in the bowl in their ads. Ergo, a lousy logo c

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

n actually hurt a business’s image.

So, to summarize, a logo is something that derives a well-implemented business plan. It can enhance and establish the company’s image. But it shouldn’t be relied upon

.

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

for attracting customers or making up for a weak product or service. After all, when all is said and done, it’s still a miniature piece of artwork. You can look at one of my creations by going to thenur

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

Companies that provide selfless information through particip

eschoice.com and check out their logo. It’s the lamp of knowledge and well known to most nurses. In the meantime, consider your business and what a logo can do for you. And if you’re a plumber, pipe down

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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