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Pop quiz! If you have to say goodbye to your hard earned money to purchase something you’ve always wanted, who would you rather trust: an unknown provider or one who has an esta

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

blished name in the industry?

The answer to that question shows how important branding has become in recent years. And consequently, brand building has taken an equal significa

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

Examples of combination products may in

nce.

Brand building consists of all the things you do to establish a good image for your business venture. A brand carries with it an aura of credibility and reliability that s

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

reams how your enterprise guarantees to deliver.

Brand building would also pave the way for product association. For example, when you think of toothpaste, Colgate immediately

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

comes to mind. When someone mentions soda, you instantaneously form an image of a bottle of Coca-Cola in your head.

It goes without saying that your business’ brand can make or

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

Combination pro

break its success. A good brand can rake in those orders faster than any of the known marketing strategies. A non-existent brand would mean many years of difficult struggle jus

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

t to consummate a sale. A substandard brand would be tantamount to the death of the business.

Here are some steps you could take to build that brand image which would carry you

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

business to the next level:

1. Try to grab their attention by offering them something beneficial for free. Two principles are at work here. First is the fact that the word “f

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

ree” is the most powerful term in marketing. It will instantly garner attention, and would have people talking. The second is a rather formulaic notion: they won’t remember you

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

if they don’t get to hear about you in the first place. Introduce yourself with a bang, and you’ll find out that first impressions can work in your favor.

2. Be consistent. Co

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

nsistency is the number one tool in establishing brand recall. You would want to prove to the world that your business is not a one hit wonder. Let them realize that you are ca

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

Following aspects would a

pable of delivering quality products or services at a constant level.

3. Offer something different. Whether it be an innovative product or a revolutionary service, give your cl

dd to the challenges in developing combination products:

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

ent an experience they will never forget. Novelty is good for starters, but basically, the excellent quality of your craft is what will ultimately distinguish you from the rest.

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

4. Try to over-deliver. Exceeding your clients’ expectations would give your business a prominent place in their memory. They would reciprocate your extra effort in kind by a

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

fording your business their loyalty.

5. Use brand recall paraphernalia. This can take the form of a business logo that can be associated with your business. Depending on your

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

target market, you could also avail of a mascot to make your business accessible to more people. Or it can be a catchy phrase that would perfectly describe your trade.

6. Show

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

Professional from academic institutions, pharmaceutical industries, health care indust

our expertise. Try to show your wares in as many venues as possible. Talk about a particular topic in a proficient manner through the use of articles, write-ups, interviews or

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

even press releases. Proclaim yourself, or your business, as an expert, and people will take notice.

7. Always live up to your words. Never fail to deliver on your promise. 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

ople should remember you as reliable and credible. Maintain this integrity and you’ll never be far from their minds.

Following these steps would establish your brand that would

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

Companies that provide selfless information through particip

distinguish you from the rest. This would be your title by which you will be loved, remembered and considered. Use it well, and the promises of fortune shouldn’t be far behind

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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