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Advice You - Protecting Brands From Being #1
We define brand as a representation of consumer perception — the perception and feeling toward a product or service. For example, when we think of Disney, we may think of “magic,” or when we think of Harley-Davidson, we may think of “individuality.” E
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
ach of these brands has done an exceptional job in branding themselves as something more than a “table stake” (representing the minimum investment as a cost of entry) of the category. They each represent more than a benign descriptor of the efficacy o
; 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
f the category as a whole, i.e. “fun” in Disney’s case or “feeling the wind in your face” in the case of Harley-Davidson.
Even though Disney is one of the top vacation destination in the U.S. and Harley has become the most desired motorcycle brand, t
Even though Disney is one of the top vacation destination in the U.S. and Harley has become the most desired motorcycle brand, t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ey have positioned themselves as an extension of the customers they wish to influence rather than simply relying on differentiation through a restatement of a generic category benefit. In short, through foresight and proper understanding of what brand
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 and is not, Disney and Harley have protected themselves from falling victim to being first in their category.
At first, it really sounds odd to say that a brand has done a good job protecting itself from being number one in their category. After
At first, it really sounds odd to say that a brand has done a good job protecting itself from being number one in their category. After
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
all, isn’t it the goal of many companies to rise to that coveted position? Unfortunately, however, it can be a pratfall and dangerous precipice. In order to really understand what it means to protect your brand from dangers of category preference, let
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
s look at some brands that have fallen victim to the very danger we are so far discussing.
Ever heard of Kleenex? How about Band-Aid? Or, how about Frisbee, Thermos, Q-Tip, Ziploc, or Windex? Most people cannot name another brand of flying disc other
Ever heard of Kleenex? How about Band-Aid? Or, how about Frisbee, Thermos, Q-Tip, Ziploc, or Windex? Most people cannot name another brand of flying disc other
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
than Frisbee. Yet, when they go to the store to actually purchase a flying disc, they may very well purchase a competitor’s product without ever realizing that they never bought “the real thing.” The same holds true for Thermos and Band-aid — or, for
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
that matter, any of the other brands mentioned. Each of these famous brands has become so synonymous with their category that they have, in turn, become their category. These brands have never been positioned to be an extension of who the consumer be
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
ieves they are when they use the product — instead they represent, in a very real sense, the BENEFIT that the category promises.
Each of these brands was instrumental in building the category, and many were first to invent their category. Of course,
Each of these brands was instrumental in building the category, and many were first to invent their category. Of course,
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
in the beginning of their product life cycle, they needed to build the category so that consumers would understand what benefit they provided — no criticism here on that front. Indeed it was a prudent strategy for each of them to build the category by
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
positioning themselves as that category. We all covet the prime position. However, they neglected to utilize their tremendous first mover advantage and failed to leverage their position in the market to modify their brand messaging as more players en
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
ered the market. Instead, each of these brands rested on its laurels and chose to defend the status quo. As a result, each has, in turn, watched their margins and market share erode.
Is this inevitable? Hardly. All you need do is look at Disney. Disn
Is this inevitable? Hardly. All you need do is look at Disney. Disn
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
eyland is generally credited as being the first GREAT theme park since its opening in 1955. Yet, it is never confused with the generic category name as a theme parks. Why? Disney has always positioned itself as something more than a theme park even wh
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
en Disney needed to define the very category it invented. “Magic” can only happen in theme parks where Mickey lives.
So you may be asking yourself why becoming the generic title for the category is an issue. Logic dictates that if a consumer goes to
So you may be asking yourself why becoming the generic title for the category is an issue. Logic dictates that if a consumer goes 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
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
store to purchase one of these category titled products, they should choose one of the “generic titled” brands. It should be so, shouldn’t it? However, experience shows us that there are a formidable number of customers that will instantly look at ot
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
her things, like price, and make their decisions solely based on that. A Band-Aid shopper may leave with store brand bandage or a Frisbee shopper may leave with a Discraft brand disc. A well-positioned and well thought-out brand would isolate the attr
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ition in this scenario by giving the consumer another reason to choose besides price or a category definition. Does it matter to those who buy Harley’s that they are expensive? Not at all, it’s a Harley.
Great brands understand that brand is more tha
Great brands understand that brand is more tha
.
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
visual appeal or a catchy slogan. The essence of brand is actually in the consumer who the brand targets to influence. This enables brands to protect themselves from being number one and risk becoming the generic title for the entire category. Moreov
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
er, executing the brand in this way insulates it from new entrants and price sensitivity. It is in BRAND, not attributes or efficacy, that margins ultimately reside. The world’s best brands understand this very well; just ask Harley-Davidson and Disne
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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