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It's almost 5 o'clock on Friday afternoon. Do you know where your newest marketing pieces are? If you're a small business owner, they may be buried on your desk because you've got so many other important det

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

ails to handle. Or they're still sitting on your assistant's desk where she's staring at them hopelessly. She's an admin assistant, for heaven's sake, not a designer, and she knows what she's produced so far

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

Examples of combination products may in

is not very memorable or effective.

All of us would like to think our product is so good, our services so unique, they'll simply sell themselves. Not so! Strong branding, powerful images, compelling web pag

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

s and outstanding marketing pieces make or break that upward sales curve you crave so urgently. In today's market, your customers and clients are influenced more than ever by the visual presentation of your

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

arketing pieces. If they are well designed, they're likely to be read, remembered and respected.

Here are five simple, but essential tricks of the designer's trade that you can use immediately, at little co

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

Combination pro

st, and with excellent results to profit you both short and long term.

1. Take advantage of quality clip art and stock photos Chances are you're not an illustrator or photographer, but that shouldn't stop y

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

u from using professional illustrations or photos in your marketing piece. You can use clip art--sometimes at a very low price--to enhance your layout. Check out the Internet for sites that feature clip art

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

r stock photo libraries that provide a wide variety of quality and prices to choose from. Use the same style of graphics throughout your piece to create a consistent look.

2. Add dramatic contrast Using con

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

rast means having clearly apparent differences among the design elements that come together on a page, business card, or computer screen. These include contrasting colors, shapes, fonts, and sizes of text an

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

d graphics. A high degree of contrast helps create dramatic interest and draws the viewer's eye to specific areas of your page. White space also provides contrast, aids legibility, and gives the reader's eye

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

a resting point. Controlling the amount of white space you use affects the overall page design.

3. Repeat certain elements Good design calls for repeating certain elements throughout your piece to make the

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

Following aspects would a

hole piece come together visually. For example, use the same color, shape, and size for all your bullets. Also make all your headers the same size, color, and font. Go for more and repeat specific graphic el

dd to the challenges in developing combination products:

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

ments (e.g., boxes, banners, rule lines, etc.) throughout the piece. A word of caution: When you review your work, make sure you've used all of these design elements consistently.

4. Pay attention to proxim

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

ity Proximity refers to the exact spatial relationships between elements. For example, you create visual relationships between photos and their captions by keeping the captions close to the photos. For subhe

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

ds, a pro positions them closer to the text below than the text above. Apply this principle of exact spatial relationship to all other graphic and text elements where appropriate. When you review your work,

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

ake sure you've applied this spacing consistently throughout.

5. Know when to use serif and sans serif fonts In general, when you have a large amount of text, it is best to use a serif font because it is ea

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

Professional from academic institutions, pharmaceutical industries, health care indust

ier to read than a sans serif font. Serifs are the tiny horizontal strokes attached to the letters which help the reader's eyes flow from letter to letter. Bold sans serif (without serifs) are good for headl

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

ines and subheads because they slow the reader down thus bringing more attention to each word or concept. Some examples of serif fonts that are good for body copy are: Times, New Century Schoolbook, Garamond

.

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

and Goudy. Some examples of sans serif fonts that are good for headlines are: Arial Bold, Helvetica Black, Univers Bold and Trade Gothic.

It's 9 o'clock Monday morning. You're smiling because you have incor

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

Companies that provide selfless information through particip

orated these important design elements into your marketing strategy. You're ready to face a new week with vastly improved opportunities to keep smiling at a growing bottom line.

Copyright 2005 Karen Saunder

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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Time is very important to all your customers, so when something goes wrong, making it right is all they care about. If you can make it right as soon as humanly possible, then you have supported your brand.

Now, more than ever, organizations need the bonding glue of a strong culture to hold everything and everyone together. At the core of that culture is a strong leader pulling the team together.

For those of us who have lived in the trenches of a busy customer support environment, hanging up from a support call will instantly zap you with another if your company is using ACD (automated call distribution) technology. If you're a power support resource, your phone is going to be the one ringing the most because the ACD is continuously detecting your availability. Managers love this approach because it ensures productivity and optimizes time...but what about the expense?

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