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Some of the most successful package introductions have come from people who knew nothing about package design. How can that make sense? Designers are creative. They get paid to design packag

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

ing, which may or may not necessarily be what the customer wants or needs. Good designers keep up with the latest design trends and technologies. What's hot and what is not in might be the p

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

Examples of combination products may in

erfect answer to a package design. But what if it is not?

We all get caught up in established rules and parameters. You can't do this because of the way it needs to be manufactured or if it

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 this product it has to be packaged this way or in this particular material. Or the concept the designer has in mind is the latest rage in package innovation so it will work for this produ

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

t and any product too. But let’s think laterally about design for a minute.

Do you continually challenge stereotypes? Why does a particular product need to be a certain shape? Is the produc

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

Combination pro

t in a particular package because it’s always been done that way before? In my recent survey about packaging products for female buyers there were dramatic differences between what packaging

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

designers and packaging professionals perceived as important and what the perception of its importance to consumers or the ultimate end user.

One package design characteristic I asked abou

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

t particularly was shape. Designers were drawn to it. They believed, as do most packaging professionals, that shape was an important component of package design. Designers see a dramatic new

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

shape and are immediately impressed with the creativity of it.

However, the customer wasn't as intrigued by the shape as by the functionality of the package. They believe, "Make it work for

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

me first, then worry about how pretty it looks." Don't think like a package designer think like a customer.

Consider this during the design process: who do you expect to use the product an

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

d how? If it’s women, the 80% purchaser or influencer of purchasing decisions, what is really going to impress them? Hint: its not necessarily design.

My survey results demonstrate that co

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

Following aspects would a

nvenience and ease of use and storage were particularly important to women. After all, the woman does most of the shopping and in most cases puts the products away. Isn't this a logical conc

dd to the challenges in developing combination products:

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

usion to designing what women want in their packaged goods? Think about what makes it easy to use the product.

Consider the age factor too. Ergonomics and ease of opening were rated highly

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

by both groups of survey recipients. Products designed for specific age groups need to work for that group and not just look pretty on the shelf. Spend time scouring the isles when working o

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

n new products. Don’t just focus on the category you design.

Look for features and innovations that can cross boundaries. Look at emerging trends. Don't just look at cosmetics and toiletrie

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

s either. Go to multiple types of shopping outlets and don't forget to use the Internet. A recent example is the complete reworking of power tools. They are now produced in female friendly c

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

Professional from academic institutions, pharmaceutical industries, health care indust

lors. It has created a whole new brand category.

Put yourself in the buyer’s position. It helps if you can get different perspectives too. Not everyone will view the same packaging attribut

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

es with the same opinions. Cross a spectrum of potential buyers with a few targeted questions. Don't be surprised by the answers.

One last point, just because it’s highly publicized or adve

.

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

rtised doesn't mean it works. Consider all the celebrity endorsements and money spent courting high profiles figures. It is designer this or designer that. The most surprising outcome of my

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

Companies that provide selfless information through particip

survey was that a staggering 89% of women would not be induced to buy a product because of a celebrity endorsement.

So put on your thinking caps designers and start thinking like a customer

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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