Advice You - Business

Your vision is clear, you’ve identified your product; now BRAND it! What’s the purpose?

Your BRAND identifie

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

s your product as belonging to you. When I write an article for the Internet, I brand it with my signature and

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

Examples of combination products may in

my author box at the bottom. When I paint a picture I sign it “Jan”. Everyone knows it belongs to me.

My art

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

icles sound like me, when you read them. And my paintings all have a common denominator. The function is simpl

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

e. Both are basic art forms.

When you buy a Ford, you know it will have a smart oval with FORD in the middle.

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

Combination pro

GM is stamped on their products too. GE stamps their Brand on their products. So, why should you brand your p

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

roduct less?

Your brand should accomplish five tasks:

1. It should tell everyone in what specific niche mark

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

et the product belongs. You won’t find the Nike swoop in a grocery store!

2. It should state very clearly who

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

sold the product. Identity means value. Stamp your Quality Assurance on with a Brand that says PRIDE.

3. It

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

should identify the purpose. Everyone knows a Ford is going to transport you somewhere.

4. It should be memor

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

ble. When you make the shape of the Golden Arches in any country, they know you want food. Every two year old

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

Following aspects would a

in the country recognizes the bright color logo of Toys R Us.

5. It should be perpetual. Once you brand your

dd to the challenges in developing combination products:

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

business, hang onto your brand. You’re known by the brand you carry.

My grandfather had an accident away from

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

home, and when the police officer arrived, he explained it was the other guy’s fault. (Of course, I don’t rem

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

ember whose fault it was now.) The Police officer asked how he could say that, when my grandfather had clearly

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

run a stoplight.

My grandfather with a straight face walked the police officer around his vehicle and showed

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

Professional from academic institutions, pharmaceutical industries, health care indust

him the warnings on all four sides. He told the officer, “He obviously didn’t read the signs.”

Clearly marke

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

d, on all four sides, the vehicle said, “Dodge!”

I don’t remember now whether he got a ticket or not. I just

.

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

remember the officer laughing happily at the incident and appreciatively commenting on my grandfather’s sense

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

Companies that provide selfless information through particip

of humor. “That Dodge is well branded!” The purpose of a Brand is Identification. What is your Brand Identity

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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