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In this final edition of our packaging series we're going to look at some more marketing strategies of packaging where what you see on the outside is not nece

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

ssarily what you get on the inside.

When you think about it, some of the most interesting packages are those that are actually part of the product itself.

T

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

Examples of combination products may in

ake deodorants.

There is one in particular that is so fancy looking you have to wonder if what's inside is not only going to keep you from stinking like a pi

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

but also cure your baldness and pop a genie out of a bottle. I'm referring to Caix Extreme. The cap is kind of a dome shape that looks like something out o

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

f "The Day The Earth Stood Still", the lettering on the bottle itself is hard to describe but appears to be a combination of cartoon and south sea island font

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

Combination pro

and the colors are blue and pink on a brown bottle. Actually it looks more like something you'd pour in a glass.

Then there is the Caix For Girls. This is

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

a pretty light blue color to the bottle with lettering that looks like something out of a Barbie Doll commercial. Plus there are some little flowers pasted

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

on the bottle for good measure. This is definitely not something you would ever find a guy using. At least you wouldn't think so.

Of course you've also got

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

your fancy deodorants like Tommy Hilfiger. Plain black bottle with plan white lettering that runs from top to bottom instead of from left to right and tilted

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

to the right. They probably think this kind of packaging lends an air of mystery to their product. Most likely what's inside isn't much different from your

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

local Shop Rite store brand.

Then you've got your really exotic deodorants like Heno di Pravia. The yellow bottle has a shape not too different from a volup

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

Following aspects would a

tuous female's. It's got a nice fancy lettering to it and a logo at the bottom that almost looks like a danger sign for radioactive waste. Thi s is one str

dd to the challenges in developing combination products:

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

ange deodorant package.

And then you've got the deodorants that go to the absolute opposite end of the spectrum and as far away from commercial looking as po

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

sible. A perfect example of this is "The Self Health Resource Center" deodorant. The bottle is in the shape of a medicine prescription bottle and actually l

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

ooks like a prescription drug with it's straight laced lettering and formal instructions for use. This stuff better not only get you smelling good but cure y

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

ur allergies besides. The funny thing about this deodorant is that there's really no name to it. It just says Deodorant on the top of the label. The Health

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

Professional from academic institutions, pharmaceutical industries, health care indust

Resource Center is just who manufactures the deodorant. You'd at least think they'd give the thing a name.

Yes, deodorants have some very strange, exotic a

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

nd downright puzzling packages that you never get to stop looking at because it's part of the product itself. This has to further reinforce what you're looki

.

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

g for the next time you run out to get your next supply. Packaging is an amazing psychological science and as long as we are able to understand what goes on

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

Companies that provide selfless information through particip

inside the human brain there will always be packages to cater to that brain.

Now if only they'd make packages we could see through.

Oh wait! They already do

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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Digg It - The Psychology Of Packaging - Part III

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