Advice You - Business

Branding alone isn’t enough these days, people want experiences, they want magic moments and memories to enrich their lives with. To create these experiential moments requires you to identif

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

y and appreciate what creates the magic for your consumer and enhance it at every ’touchpoint.’

So how do we go about the daunting task of packaging experiences? Job number one is taking an

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

Examples of combination products may in

honest unbiased look at your brand offering to define the experience opportunity that makes the most sense. You will need to assess your brand and how it fares in each of the five core bran

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 components (your brand should have at least one of these components):

Transformation

Optimism

Individuality

Involvement

Adventure

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

>

Transformation
Transformation occurs when a brand takes you from one state of mind to another. The health and beauty category is all about selling transformation (use our cream and y

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

Combination pro

ou will look years younger). Transformation brings a very positive, personal and emotional feeling to a consumer. This in turn equates the brands value.

Optimism
This component of an exp

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

eriential brand conveys the feeling of pure happiness with a brand. They give the consumer a reason to smile and expect the best from it. Optimism can be achieved by the point of view a bran

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

may have. For instance, every time you purchase brand X, money is donated to a charity. Maybe brand X uses no chemicals and therefore makes you feel good about using it. Optimism is the h

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

ope that is instilled in the consumer by a brand.

Individuality
Individuality makes the brand a unique, one-on-one connection with the consumer. One way brands achieve individuality is t

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

hrough consumer customization (selecting a color or custom build). Another can be the way the individual feels about the brand (one person feels safe while another feels elite). The point is

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

that each person takes away something unique from the brand offering.

Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the brand experience are

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

Following aspects would a

at the heart of involvement. Involvement is a more recent trend in experiential packaging. One brand that became very successful by concentrating on the involvement component is Jones Soda.

dd to the challenges in developing combination products:

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

By allowing the consumer to create the labels for the sodas, the consumer became involved in building the brand, similar to the way consumers were allowed to vote on the next new color of

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

M&Ms.

Adventure
Lastly, adventure represents the component of brands that convey ideas of excitement and exploration. Adventure can be the Hummer vehicle promising you adventure off-r

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

ad (which is how often?). From a more true experience standpoint, you would be better advised to take a cue from Edoc Laundry. Edoc has developed a line of shirts with hidden codes that even

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

tually lead the consumer to a murder mystery online. Adventure in a brand is especially useful for creating a buzz and viral marketing.

These five components provide the creative inspiratio

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

Professional from academic institutions, pharmaceutical industries, health care indust

n for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:

Which experiential components fit with my brand?
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
>
How well are these currently communicated?

What are some innovative ways to utilize design as a tool to create and extend the experience?

It is one thing to know

.

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

what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experientia

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

Companies that provide selfless information through particip

l packaging and the application of a brand across all of its touchpoints. Until then take a good honest look at your brand through the eyes of others, you may be surprised at what you find

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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Talk! Talk! Talk! We are in a business where talk reigns supreme, and the boldest talkers are always at center stage. Claims run rampant about everything from ad responses - to phenomenal product results - to bodacious income projections.

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Advice You - Packaging Experiences - Part I: The Assessment

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