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Business gets easier when you have a recognizable brand. Think about BMW or Coca-Cola, for example. All you need to do is mention the names and millions of people throughout the world have an immediate perception and expectation of what that company stands for. There's an emotional co

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

nnection between the customer and the company name.

With a strong brand, you don't have to sell nearly as long or as hard. Customers know what you stand for before the proposal.

Here's how to give your company the kind of brand identity that will help drive sales. Here, too, are tip

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

Examples of combination products may in

for customising a brand personality toolkit that will keep that brand alive and growing.

Define Your Personality

A brand is the promise you make to customers combined with the customers' judgement about how well you deliver on that promise. A successful brand becom

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

es an emotional bond that builds customer loyalty. A brand includes your logo, colour scheme, taglines, slogan, design elements and more.

Think of branding as the personality of your enterprise. Define that and the logo and other marketing messages will follow.

To build your brand,

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

egin by thinking through exactly what it is you sell and why customers choose your product or service. Identify the promise you are making to your customers. For instance, you may manufacture vacuum cleaners, but what you're really selling is a better way to clean house. You must also

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

Combination pro

define what makes your product more desirable to the customers you're targeting than that of your competition.

For help in creating logos and taglines, you might meet with one of the many non-profit small business advisory groups. Also gather family advisors, staff or friends to brai

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

nstorm about taglines. And don't forget to survey customers. You want to leverage the way they see you.

Use Brand Tools

When you're ready, Publisher 2003 can help you co

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

veniently create the visual look of your brand personality. Publisher can also become the custodian of the brand by assembling all your brand elements into a convenient and cost-effective toolkit that you can use to store your brand elements.

You can start with one of the 45 professi

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

nally designed Master Design Sets in Microsoft Office Publisher 2003. Each Master Design Set carries that consistent design look - coordinated colours, fonts and layouts - for commonly used business publications, from newsletters and brochures to flyers, postcards and business cards t

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

o e-mail and websites. Use them as they are, change the Colour Scheme or Font Scheme, or customise even more to suit your taste. Publisher templates include a place for key marketing messages and tag lines, company or product logos, graphics, colours, fonts, product trademarks or name

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

and more. You'll find many of the same designs in Microsoft Office Word 2003 and Microsoft Office PowerPoint 2003.

You might also want to download new marketing templates from Office Online or

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

Following aspects would a

hire a design agency that caters to small businesses to create your own unique set of templates in Publisher 2003. That way you and y

dd to the challenges in developing combination products:

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

our staff will be able to use and customise as needed, but maintain a consistent brand identity.

Build Recognition

You want the company personality to be easily identifiable at every customer touch point, from word of mouth to final sale. Make sure that every bit of

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

packaging, presentations, communications and marketing speaks with a brand-consistent look and voice.

The same branding should appear on your entire range of advertising and promotional options, not just stationery or sales brochures. That includes press releases, e-mail signatures,

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

rade show displays and booths, store or office signage, banners and highway billboards, print ads, posters and marketing for sponsored or charity events - in other words, everything.

Appoint a Brand Cop

Educate everyone on staff, from assistants to the CFO, about yo

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

ur brand and its tools as well. Otherwise, each employee, including the all-important sales team, could create their own version and confuse your customers. Once you assemble the brand toolkit, every employee can then access it and draw upon whatever is needed.

Even so, over time, lo

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

Professional from academic institutions, pharmaceutical industries, health care indust

os tend to shape shift. Someone adds a shoreline to the water's edge that floats your sailboat logo. Someone else re-draws the boat so the prow faces into the sun. Pretty soon, your little sailboat is sinking.

To prevent this, appoint a designer or staff member to police the brand to

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

lkit, especially if you work with outside vendors. Keep track of who accesses the toolkit and which consultants or vendors use it for what marketing channels. You want to track all branding appearances and changes.

Brand Power

Many business owners don't bother with

.

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

branding because they're busy chasing sales, impressing investors or recruiting talent. "Who has time for it?" they say. Yet success comes from differentiating your offerings in the marketplace and rigorously serving your best customers. If you take the time to brand - that is, figure

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

Companies that provide selfless information through particip

out how to articulate who you are, what you sell and which customers to target - all your marketing efforts become more focused.

Finally, honour what your brand symbolizes. The greatest tagline in the world won't get customers to come back if you don't fulfill your marketing promises

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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