Advice You - Business

Branding: it’s a term that carries great weight in the world of advertising. Successful branding is best illustrated by the world’s most prominent corporations, but it’s no less important to the small business owner. Your Brand is your identity; it’s every single puzzle piece, fitted into the big picture of

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

your company. From your name and logo to your business philosophy and corporate mission; from your advertising campaign message to your design elements; from your products and services; all that is owned, produced, stated, sold and marketed by your company falls under the broad heading of your Brand.

What

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

Examples of combination products may in

exactly is a “brand?” The term probably originated at a time when when ours was a strictly agricultural society. Ranchers take a branding iron to their cattle, as a way to signify they OWN those cows. Likewise, modern corporations choose a logo to brand their name into the mind of the consumer. Every time y

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

u label an ad or website with your company logo; every time you take a political stance on behalf of your corporation, you’re putting your brand into effect. And if a brand indicates ownership, then it should be your ultimate mission to dominate, or own, your niche. Brand your company. Own the cow.

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

ow do you determine your style of branding? Analyze your audience. Zero in on the group you’re trying to reach. Are they male, female, or both? What's the age group and economical level? What are their spending habits, their values? How do they TALK? What are they concerned about? What do they think they NE

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

Combination pro

ED? Where will their focus be in six months? And most importantly, how does your marketable product fit into the scheme? If you never really get to know your audience, you can read all the marketing how-to strategies in the world, and it isn't going to mean diddly-squat for your business. It isn’t go

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

ng to help you build your brand.

What’s the next step? Always, always, always put yourself in their shoes. Jump right into their heads, if you can. Think of your audience during the business-plan conception process. How do they communicate? What do they find visually appealing? Are you marketing to senior

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

itizens? Use bigger fonts, a nostalgic tone, and a morally forthright attitude. Is it the filthy, stinking rich whom you’re trying to attract? Save the Crazy Eddie shtick, because money is no object here. Every bit of energy used to promote your brand should be focused toward winning over your key customer.

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

There will be a time when you completely lose sight of who you’re trying to attract. This, in turn, dilutes the power of your brand. You’ll be in the middle of writing an ad, when suddenly your head is racing with potential buyer types. This happened to me once during my writing stint with a digital media

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

company who sold Santa Claus greetings. In my sales letter, which went on for pages and pages, there was no limit to what Santa could do! He could praise tiny tots for using the potty. He could play matchmaker to a couple of young lovers. He could patch up an argument you had with Aunt Freida in Topeka. All

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

of this was great, but it was really convoluting Who We Were as a company, and our Santa was becoming a Jack Frost of all trades. It was no good! So we went back to square one. And through simple words and a more narrow focus on our original audience of children, we finally captured the Magic of Christmas t

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

Following aspects would a

at we had originally intended to be Our Brand.

Reflect your brand in everything you do; from your website design, to your public relations, to how you go about selling your product. Once you’ve done this, the next step is to create Brand Awareness. This is achieved through consistency. You can dream up the

dd to the challenges in developing combination products:

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

most brilliant ad campaign on the planet, but if you’re not consistent about putting it in place, you’ll never establish brand recognizability.

If the tone of your company is “fun, light and noncontroversial”, steer clear of anti-war demonstrations. If Arial is your font of choice, then don’t go switching

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

it up mid-campaign and putting out affiliate program materials using Tahoma. If tongue-in-cheek humor is how you attract attention, don’t line your website borders with super-mushy personal ads. Ask yourself: will this resonate with my key customer? And use your logo and company tagline wherever possible—in

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

your email correspondence, on your website, as your letterhead, on your business cards, in your advertising and on your product packaging. Remind people of who you are. Burn your brand into their minds.

To some extent, branding is following the herd... emulating respected companies that capture what

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

you’d like to be known for. Still, a wise entrepreneur must never forget that today's success story is tomorrow's dot-com that went under. "What sold" for someone else may not work for your company. Just because Joe Baloney made millions selling with a bilingual circus clown doesn't mean that will work for

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou... or that anyone's even going to find it remotely interesting in six months. The market changes like the tide, depending on what direction society is going in. Where they were before, which way they're headed, and wherever it's likely they'll end up... socially, economically, ethically, politically, cul

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

turally, intellectually, psychologically, philosophically.

How will you know that you’ve branded successfully? When people start listening to you. Not just hearing what you say, but letting you call the shots. You’ll know it when people start imitating you, too. You’ll start seeing knock-offs of your produ

.

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

ts and your company image. This may flatter you or it may annoy you, but when it happens, it’s your cue to lead the pack in a new direction. That's how to stay on top of the Branding Game.

The day that you find yourself functioning as a real, live spokesman for a group of individuals, is the day you’ve ach

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

Companies that provide selfless information through particip

eved Brand Recognition. The day that you make the front page news headlines is the day you’ve become a household name. But a word to the wise: once your brand achieves true power, someone will try and take you down. Remind them that you own this cow.

Copyright 2005 Dina Giolitto. Use with permission

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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When one wants to transport goods, either for personal or for business reasons, one has to deal with the issue of shipping. There are some basic guidelines on how to efficiently go about it.

No one said that running a business was easy. But finding the right consultant can help it go a lot smoother

Here is a good description about branding and how other companies have successfully used branding to build their businesses. We show you the elements of a good logo design, and why you need to be consistent with your graphic and visual elements on all your marketing and corporate materials.

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