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The idea that good design can improve how people perceive your business has long been a part of a designer’s sales too

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

ls.

They try to convince you that by improving your image, maybe creating a new logo or changing the way you communic

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

Examples of combination products may in

ate with your customers you can somehow improve sales and improve your bottom line. But are they right? Over the year

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 many companies have been sceptical about these claims because of a lack of concrete evidence. Designers struggle to

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

back up their claims with written evidence and so this argument for good design often falls down at the first hurdle.

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

Combination pro

Companies fail to understand why they should invest time and money in improving their visual identity if there is no

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

tangible result.

However, last year The Design Council released the results of a groundbreaking study on the link bet

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

ween the use of design and financial performance. The study published in March 2004 finally recognised the direct rela

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

tionship between effective use of design and financial performance.

The study looked at 166 design-led UK quoted comp

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

anies over a period of ten years from 1994 to 2003. A group of 63 companies were recognised as effective users of desi

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

n. This was based on the fact that they consistently appeared in the listings at various design award schemes. The s

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

Following aspects would a

tudy reveals these 63 companies outperformed both the FTSE All Share and FTSE 100 indices by around 200% between 1994

dd to the challenges in developing combination products:

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

and 2003.

The Design Council is a professional body which supports the work of the UK design industry. It works to de

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

monstrate and promote the vital role of design within business and the wider UK economy.

A recent study by the Design

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

Council, Design in Britain 2004-05, based on an annual business survey of 1,500 companies of all sizes and sectors, s

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

hows companies using design to innovate and stand out are growing faster than their competitors are.

According to the

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

Professional from academic institutions, pharmaceutical industries, health care indust

in-depth research, a third of the UK's fastest growing companies see design as integral to their business, while only

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

11 per cent of businesses with a decreasing turnover have this view.

The figures confirm the impact of design across

.

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

sales, profits, quality, share price, market share and competitiveness.

Using design throughout your business ultima

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

Companies that provide selfless information through particip

tely boosts the bottom line by helping you create better products and services that compete on value rather than price

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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When was the last time you squeezed the Charmin? Found any BEEF lately? And what about the Real Thing? American's live for commercial cliches and phrases that catch attention. If your brand presentation rocks the media, packs a punch, and gets used frequently, people will notice you. What are you doing to make yourself known?

Do you need a freelance designer or multinational design firm? Here's some help to clarify what level of design service you need and who will best provide that service.

As part of the job application process you may be asked to give a short presentation. This is a great deal easier than it seems, if you follow these tips. The key is preparation.

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