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It is well known that Thomas Edison was an inventor, a genius, and he never slept. Did you know that Mrs. Edison was a genius and never slept too? She was the marketing guru behind his engin

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

eering success. True, Tom had discovered what is today known as the light bulb. When he showed it to the Mrs. Mina Edison, his second wife, she asked “what are you going to call it?”

Tom s

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

Examples of combination products may in

aid. “I call it an affordable electrical home-lighting device.”

“Great,” she responded, “with a name like that it will sit on the shelf at the patent office. We will just add it to the othe

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

r money-losing patents you have conceived.”

“How will people know what it does? She asked sarcastically, “From its name? You need a short catchy description that customers (yes, even in the

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

1880s they were already called customers) will immediately identify with.”

This time Tom listened. The English inventor, Sir Joseph Swan, his arch rival, was ready to introduce a similar d

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

Combination pro

evice and he did not want to lose out this time.

Mrs. Edison started grilling her husband. “Why will people want to buy your affordable electrical home-lighting device?” “Well, it has the i

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

ncandescence of 81 candles or 2.3 gas-burning lamps.” he proudly answered.

“Tom, I keep on telling you that those are features. Customers don’t buy features; they buy benefits,” she said. “

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

How will this device benefit people?”

“They will be able to stay up later and read more books,” he offered.

She glared at him. “Are you telling me that people will invest tens of dollars t

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

o bring wires into their houses to connect to your affordable electrical home-lighting device just to be able to read the latest Mark Twain novel?, she said. “I don’t think so. My research s

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

hows that only 18 percent of adults can read on an eighth-grade level.”

She decided to bring in some of her neighbors and ask them their opinions of the device (history records this as the

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

first documented focus group). Their comments were invaluable:

“I will be able to put make-up on before school,” said the high school debutante.

A little 4-year old girl shyly whispered th

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

Following aspects would a

at she would be able sleep at night and not be afraid of the dark with an affordable electrical home-lighting device glowing in the hallway.

As always it was the female head of the househol

dd to the challenges in developing combination products:

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

ds who saw the benefits most evidently. “No more soot from the oil lamps means cleaner floors and therefore less of a need to wash and wax daily. Why with the extra time, I would be able to

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

go to school and get a degree and work independently and therefore have the money I need to leave my husband,” one said.

Mrs. Edison was excited. This affordable electrical home-lighting de

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

vice could finally make her husband an entrepreneurial success. However the focus group balked at the name. No way could they see themselves walking into one of those new Woolworth five-and-

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

dime stores and asking for a dozen affordable electrical home-lighting devices.

Mrs. Edison would not let them leave. “So what would you call it?,” she asked in desperation.

The responses

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

Professional from academic institutions, pharmaceutical industries, health care indust

were flying, “How about a non-candle lighting device” or a “Man-made bumble bee, or a ...”

The little 4-year-old girl said it looked like her dad’s bald head. He had started shaving his ent

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

ire head for some unknown reason, and it gave off lots of light. Why not call it a bald light or a light bald?

People stared nodding. They said the name was different and it would create a

.

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

lot of buzz. They could see people walking into a store and asking for a box of light balds People stared nodding. They said the name was different and it would create a lot of buzz. They c

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

Companies that provide selfless information through particip

ould see people walking into a store and asking for a box of light balds.

So the obvious question is: “How did light balds become what are today universally known as light bulbs?”

Beats me

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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There are many components of a brand identity: logo, color palette, font choice, and the Visual Vocabulary. There’s a lot of information available about the use of logos, colors, and Visual Vocabulary, but not much on the effective use of fonts. So, here’s some information on the creative, practical, and technical aspects of fonts.

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