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We may buy from those we know, like, and trust; but we continue to buy over the long term from those we feel a genuine emotional connection with.

In a recent Forre

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

ster Research consumer survey, a whopping 89% indicated they feel no personal connection to the brands they buy. Without that emotional bond, customers can be easi

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

Examples of combination products may in

ly persuaded to try a competitor’s product.

The amount spent to acquire a new customer varies from business to business and industry to industry. Depending on you

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

overall strategy you may barely break even or actually lose money on the first transaction.

Profits really come from repeat business.

But the true objective of a

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

dvertising should not be to get customers to merely like you. It should be to get customers to recognize that you’re product and yours alone will meet their needs

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

Combination pro

00% of the time. When that happens, the emotional connection becomes so strong that customers will resist the savings offered by a competitor’s sale price or the co

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

nvenience of a competitor’s location and will continue to choose your product.

How important is it to develop that emotional tie between your product and your cust

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

omers? A strong emotional bond takes customers beyond the level of mere purchasers of your offerings and turns them into Brand Champions. They become advocates fo

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

your brand, introducing your product to those in their circle. That action lowers your marketing and advertising costs and raises profits.

Developing an emotiona

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

l connection isn’t easy but there are three ways to do it: visually, verbally, and through the customer experience.

The Eyes Have It
You must first get consu

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

ers’ attention with your brand image, product packaging, and advertising images. But package designers and product manufacturers must walk a fine line between bein

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

Following aspects would a

g different and being odd. Otherwise Heinz would still be making green ketchup.

The logo’s design and color all send messages to consumers that impact the emotion

dd to the challenges in developing combination products:

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

s raised by your product. Colors seen as irritating or images that don’t translate well in the various advertising mediums used can annoy or repel customers.

It’s

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

What You Say and How You Say It.
While the designer may grab the consumer’s attention, it’s the copywriter who draws them in and holds them. Or not. The words

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

and phrases should be selected with great care to not only inform and educate the consumer but to also hit the right emotional buttons.

It Don’t Mean a Thing If It

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

Ain’t Got That Swing
The most visually appealing image and most literate copy in the world can’t overcome poor delivery. If your customers’ experience doesn’t

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

Professional from academic institutions, pharmaceutical industries, health care indust

match the brand promise communicated through the visual and verbal messaging, you’re wasting time, effort, and money. Customers develop a series of expectations b

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

ased on a broad range of things including your industry, product category, and your competition to name a few. If you fail to deliver on any aspect of your brand p

.

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

omise, you will spend your life struggling to stay above water, to constantly fight for new customers, and to retain the decent employees you have.

Your next step:

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

Companies that provide selfless information through particip

Review all of your marketing and packaging to see if the messages being communicated are sending the right emotional messages. If not, it’s time to make a change

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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