Advice You - Business

Whats in a name? Possibly your entire image – take time to choose the right name.

Think about the last time you named a child or a pet or p

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

erhaps that prize-winning racehorse! How many days and nights did you agonise over choosing just the right name? Think of all the baby name

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

Examples of combination products may in

ooks, the names that jumped out at you while watching TV or listening to the radio. How they sounded when you said them out loud. A lot of t

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

ime and effort was spent in coming up with just the right name because you knew that you’d have to live with your decision for many years. C

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

oosing a name for your company and products can be just as difficult.

A good name portrays personality, stands out in the crowd and is memo

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

Combination pro

rable. A great name is one that is easy to spell, pronounce or remember and tells the consumer what you do. A perfect example is Toys R Us.

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

veryone instantly knows what the company sells.

Image with Impact

Reinventing a brand can take many forms – new packaging design, advertis

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

ing, sometimes a whole new personality. The key is to make sure all of those elements work together and portray the same image. Find that on

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

look or message that describes your business and stick with it. Use the same colour scheme, fonts and design on all your communication mate

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

rials – business cards, letterheads, brochures, web site and e-newsletters.

However, you can’t live on branding and image alone. Public Rel

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

tions – relationships – are still the key to successful business practice. You need to continue to communicate consistently with your custom

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

Following aspects would a

rs and clients. Branding is more than just a pretty cover – it’s about the total customer experience. Your brand needs to have some impact t

dd to the challenges in developing combination products:

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

o help you generate leads, make sales and develop new relationships with your clients. You want your business to leave an impression – on yo

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

r customers, your employees, your suppliers and the public at large.

But you still need to have accountability. You need to follow through

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

with great customer service, quality of management and products and services. Make sure customers are happy with the end product and the ser

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

ice you provide. Be vigilant with every contact you have with your clients and help build the overall company brand and image.

Image and Yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

u

What about personal image? There is no doubt that personal presentation plays a big part in succeeding in your career and business operat

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

ons. They say that 67% of first impressions are accurate. What sort of first impression are you making? Take some time to do a bit of self-a

.

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

nalysis and look at plus and minus personality traits. Things like sloppy dress and bad manners can be your worst enemy. We invest a lot of

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

Companies that provide selfless information through particip

ime, money and effort into our businesses or upgrading our skills for the job, why not invest a bit of effort into ourselves. We’re worth it

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 - Branding: What's In a Name

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