Advice You - Business

If asked to rank their current and future needs, many managers of non-profit organizations would likely place branding at the

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

bottom of the list. If asked why, some might reply: "I can’t afford to undertake a major branding effort right now." That’

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

Examples of combination products may in

s the wrong answer. In today’s competitive funding environment branding, or communicating the character or purpose of an orga

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

nization, is more important than ever.

Developing or revamping a non-profit’s brand can have many benefits. Some of the mo

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

st significant include increased donations and membership. Given this, can any non-profit afford not to do it? Following are

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

Combination pro

five reasons why branding just can’t wait.

Reason #1: Branding Instills Discipline

Any branding effort should begin

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

with a careful analysis of whether an organization’s mission is truly aligned with its activities. Is the organization del

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

vering on its promises? If it isn’t, it has a big problem. Non-profits that have strong brands do what they say and say what

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

they do. A branding effort can help a wayward organization correct its course.

Reason #2: Effective Branding Improves C

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

larity

Potential funders and members are more willing to donate time and money to organizations they understand and suppo

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

rt. A non-profit with a strong brand will have an easier time communicating its mission and value.

Reason #3: Branding I

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

Following aspects would a

ncreases Quality

Organizations with weak brands often deliver poor service. Those that provide high quality products and

dd to the challenges in developing combination products:

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

services have strong brands and intense customer loyalty. Undergoing a branding effort can force a non-profit to carefully e

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

valuate the quality of its offerings and improve where necessary.

Reason #4: Branding Can Motivate Staff and Volunteers
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
>

Staff and volunteers that identify with and support an organization’s mission are more motivated and engaged. Organization
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
s with strong brands are in a better position to inspire and activate these important human resources.

Reason #5: Brandin
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
g Benefits A Non-Profit’s Constituents

A non-profit’s constituents can only benefit from an organization that has a clear
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
mission, high-quality service and motivated staff or volunteers. This is the number-one reason organizations should consider
.

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
undertaking a branding effort.

Clearly branding is critically important. Non-profits can’t afford to neglect this important
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
activity if they want to ensure they are operating and communicating as efficiently and clearly as possible.

(c) Fard Johnma

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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Advice You - Non-Profit Marketing: 5 Reasons Why Branding Can't Wait

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