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Advice You - Creating a Strong Nonprofit Brand
Many nonprofits find themselves faced with the challenge of streamlining their communication channels - website, print newsletter, mailed funding appeals, print outreach materials, phone system on-hold messa
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
ges, an annual report, advertising in local papers, etc. Multiple operating sites, diverse staff and time constraints may cause your brand message to get lost in the shuffle.
How do you make the most of you
How do you make the most of you
; 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
organization's marketing outputs, from different sites and staff members, conveyed via a range of media? Create a strong organizational brand and make sure it's used consistently across departments, site an
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d marketing outputs, both print and online.
The challenge, of course, is how to create that high-impact brand and make sure that it is applied according to defined standards in print and online marketing ma
The challenge, of course, is how to create that high-impact brand and make sure that it is applied according to defined standards in print and online marketing ma
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
erials to diverse audiences, by all marketing material creators without inhibiting the power of personal voices. The solution goes much beyond a traditional style guide (which is usually focused on writing s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
yle and grammar) to encompass these four steps:
1. Make sure that there's agreement, within leadership and key departmental staff, on what your brand is. The brand portfolio includes:
1. Make sure that there's agreement, within leadership and key departmental staff, on what your brand is. The brand portfolio includes:
- Positioning s
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
tatement.
- Key messages for your company and for each of your programs or services.
- Design guidelines on use of logo and company colors.
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
ement audience research to develop a brand that resonates with all of its key audiences. Brand management (reviewing materials, ensuring consistency, brand application) has to be added to an employee's job.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hat's the only way to bring it to life.
Many nonprofit staff members perceive the notion of brand as being far too "commercial" to be put to use in their organizations. Beware of this attitude
Many nonprofit staff members perceive the notion of brand as being far too "commercial" to be put to use in their organizations. Beware of this attitude
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
! It is your greatest barrier to marketing success.
Brand is simply the core marketing elements (both graphic and narrative) that, when used consistently, ensure that your nonprofit is quickly
Brand is simply the core marketing elements (both graphic and narrative) that, when used consistently, ensure that your nonprofit is quickly
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
recognized and understood by your key audiences. Every nonprofit needs a strong brand.
2. Discuss the communications creation process with your colleagues and, with input from representative staff departmen
2. Discuss the communications creation process with your colleagues and, with input from representative staff departmen
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
s, create a process for creation and review of marketing materials. Ask yourself this question. Do all communications come through one person? What happens before and after that person?
3. Design and implem
3. Design and implem
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
ent additional tools to make it easier for your colleagues to develop or generate communications that do convey the brand.
- Select a standard style guide (Chicago Manual of Style, Words Into Type or
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
P Stylebook) and dictionary as your standards.
- Create a company style guide on grammar conventions (whether to use serial commas or periods within acronyms), as well as specifics on writing
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
bout your organization (when to use the acronym, if at all) and its work.
- Create templates (in Word or the word processing program used by your staff) for the most common communications mate
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
rials. These may include a one-page flyer, tri-panel brochure on services, and a press release. Make these available for download so that your colleagues have a quick-and-dirty way of creating ASAP
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
communications that are aligned with your brand.
4. Hold a training session, in which you explain what the brand is (messages, design standards, style guide, processes, and templates) and why it's important
4. Hold a training session, in which you explain what the brand is (messages, design standards, style guide, processes, and templates) and why it's important
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
to be consistent in using it.
Include scenarios to illustrate how the communications creations process works, rather than just distributing the guide.
Most importantly, make sure you convey that individual
Include scenarios to illustrate how the communications creations process works, rather than just distributing the guide.
Most importantly, make sure you convey that 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
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
insights and voices are prized, but that they have to complement core messaging that's crafted to enable your organization to meet its organizational goals.
Implementing the above approach will work for yo
Implementing the above approach will work for yo
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
r nonprofit but there are no five-minute solutions or shortcuts with brand. Once you do invest the time in this process, you will see the payoffs immediately in terms of response to its marketing initiatives
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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