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When Hershey Park, an amusement park in Hershey, Pennsylvania, planned the celebration of their 100-year anniversary, they chose light pole banners, as part of the marketing mix. The town-wide celebration will include a re-dedication of the park, 100 days of music, entertainment and fireworks and the unve

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

iling of a new attraction, the Boardwalk at Hershey Park.

"Over seventy pole banners are prominently displayed in the parking lots and on the kiss-shaped light poles that line Chocolate Avenue, the main thoroughfare through the community," according to Don Rhoads, Print Buyer, Hershey Entertain

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

Examples of combination products may in

ment and Resorts Company. "We used two styles of banners: one style marks the 100-year anniversary of the Hershey's Kiss, and the other marks the 100-year anniversary of Hershey Park. This is the first time we have used pole banners along Chocolate Avenue, and we are quite pleased with the results.&q

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

ot;

In St. Louis, the advertising agency of Maring | Weissman developed a campaign for the Gateway Arch. In a departure from the usual practice of multiple pole banners that are all identical, the banners in this campaign highlight the different activities available inside the Arch and at nearby Arch ven

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

ues including the Historic Old Courthouse and Riverboats.

Says Beth Marti-Maxwell, Production Manager, Maring | Weissman: "We designed different banner pairs highlighting all of the Arch attractions one can enjoy, including Riverboat rides, the Museum of Westward Expansion, movies, the museum gift s

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

Combination pro

op, bicycle rentals, air tours, the Historic Old Courthouse and, of course, rides to the top of the Arch."

Banners were installed near the Historic Old Courthouse, on the Arch grounds and at the RV/bus parking lot near the Riverfront. Explains Marti-Maxwell: "When tourists visit, they may be un

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

aware of all the activities available at the Arch. The banners not only increase awareness of visitors' options, they also improve the aesthetic appeal of the Arch grounds and surrounding area."

Design options for light pole banners are expanding too. "The old pole banners had a more graphical

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

epresentation of the attractions," Marti-Maxwell says. "The new banners use photographic images, and we also incorporated a free-flowing flap at the bases of the signs, which gives them movement and adds visual interest."

Cultural institutions are not alone: From major metropolitan cities

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

to small town America, municipalities are finding new and innovative ways to use pole banners. The small town of Petersburg, Virginia is a perfect example.

Says Joe Rauchi, Systems Administrator and Webmaster for the City of Petersburg: "We did a banner campaign for our downtown area three or four y

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

ars ago featuring a graphic of the courthouse. Downtown businesses contributed to the cost in exchange for a listing on the pole banners. The campaign was not as successful as it could have been for a couple of reasons: first, the colors were too muted to read well from the street.

Second, there were too

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

many banners---one on every single light pole---and the effect was cluttered. We learned from that experience. With this current campaign for the Jamestown Festival, the color palette is bolder and we only mounted banners at the corners. There are three banners per pole, angling out like the blades of a

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

Following aspects would a

fan, so that there is a clear view of the banner regardless of which direction one approaches the intersection from," says Rauchi.

"After the Jamestown event is over, those pole banners will be replaced with seasonal banners, since the brackets are already in place. We are so pleased with the r

dd to the challenges in developing combination products:

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

sults that on my computer screen right now, I have designs for a pole banner campaign to signal the renovation of a municipal pool. We will also, of course, be doing pole banner campaigns to promote future events. The plan is to install series' of banner campaigns, all in the same format, with the same sc

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

alloped flap detail at the bottom, with the goal of creating a cohesive brand for the municipality and the downtown area in particular," concludes Rauchi.

Ferndale, Michigan had a different goal: Every year, Woodward, Michigan hosts the Woodward Dream Cruise, the world's largest one-day celebration

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

f car culture, attracts more than 1 million visitors and more than 40,000 muscle cars, street rods, custom, collector and special interest vehicles. Cruisers and spectators travel up and down a 16-mile stretch of legendary Woodward Avenue through the nine communities of Berkley, Birmingham, Bloomfield Hil

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

ls, Bloomfield Township, Ferndale, Huntington Woods, Pleasant Ridge, Pontiac and Royal Oak. The city of Ferndale wanted to capitalize on this exposure. An area in transition, and the next community in line in terms of gentrification, Ferndale uses pole banners as a means of promoting itself as a desirable

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

Professional from academic institutions, pharmaceutical industries, health care indust

place to live.

For Suzanne Lee of That Color, it was her company's first pole banner project. "We worked with Commerce Color, a grand and large format printer headquartered in St. Louis," says Lee. "The pole banners, which needed to be clearly visible from a long distance, were eight feet

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

high. Our plotters are not big enough to print at that scale. Since it was my first project of the kind, we had Commerce do a sample for the client to approve. The quality was excellent and I am very pleased with how everything went," says Lee. "The pole banners, which were a vibrant blue, stood

.

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

out for miles. It was a very good experience all the way around and I am prepared to do more."

Tom Croghan, Vice President, Sales / Marketing for Commerce Color, couldn't agree more. "We have seen a swell in our elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

mercecolor.com/product_light_pole_banners.html" target="_blank">pole banner business in recent months," notes Croghan. "With their low cost, high impact, almost endless applications and expanding design options, it's safe to say this is an outdoor advertising trend that is here to stay."

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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