Advice You - Business

Brand decisions are an integral part of product policy in health care. When a marketer opts for

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

branding a health care product, he is intending to create an asset out of his brand. His promoti

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

Examples of combination products may in

onal programs get centered on the distinctive features of his brand. If his basic brand decision

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 are wrong his entire marketing program will suffer serious setback.

In the development of a h

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

ealth care brand, the first task is to give the product an identity through a name. The second t

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

Combination pro

ask is to enhance its recognition by the provision of a symbol of identity, and the third task i

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 to develop a unique image for the brand and to build its personality over the long term. Build

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

ng a brand’s personality is a very difficult task. In any given product category only a handful

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

of brands emerge successful. Years of uninterrupted nursing with the support of a good marketing

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

program is required to get a brand established in the market.

Successful brands are major asse

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

ts for companies. It is a valuable, renewable and lasting asset capable of producing a sustainab

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

Following aspects would a

le competitive advantage for the company. This advantage enables companies to earn profits for y

dd to the challenges in developing combination products:

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

ears, just like any other durable asset would do. The very job of selecting a brand name in heal

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

th care is a difficult task for the marketer. A good brand name will be distinctive; it will be

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

asy to pronounce, recognize and remember; it will denote something about the nature or function

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

of the product; and it will be aesthetically appealing.

Along with the brand name, health care

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

Professional from academic institutions, pharmaceutical industries, health care indust

companies also use logos for visual identification. A logo is a pictorial symbol intended to com

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

municate with the consumers. Flags, mascots, crests, symbols, graphic designs or plain alphabet

.

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

letters are all used as logos to convey the ownership of products. Companies make their logo vis

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

Companies that provide selfless information through particip

ually attractive and strive to make the logo symbolically speak for the company and its products

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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