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“Brand Reputation Optimization” (BRO for the acronym lovers!) is a concept I have been thinking a lot about and terminology I decided to coin. Brand Reputation Opti

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

mization refers to how an organization best positions its brand for long-term sustainability and success. Success in this case refers both to the bottom line and to

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

Examples of combination products may in

applying socially responsible business practices sometime referred to as corporate social responsibility. Since the web is now the preferred method by which people

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

receive and digest information, BRO focuses primarily on online practices though it often complements, or is a catalyst for offline engagement.

Search Engine Optim

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

zation (SEO) taught us that we can be proactive in helping people to discover companies and information online. However, now that every company has established an o

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

Combination pro

line presence, and given that the internet is increasingly the medium by which people receive their information (thus evolving their perceptions and first impressio

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

ns) the “key test” becomes that of brand distinction and differentiation. As it turns out, like search engine optimization there are best practices and concrete act

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

ons that can be taken to distinguish and optimize your brand.

The most important aspect of BRO is to recognize that people build brands and brands drive revenues.

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

Many a company and business fails to capitalize on its most valuable asset – its own people. Social networks have taught us the power of passionate users and social

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

media tool have helped us to unleash the power of collective intelligence often by breeding innovation organically. Passion drives engagement.

Brand Reputation Opt

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

mization has two central applications: Internal and External. Traditionally (and bound to continue going forward) is the primary focus of brand optimization on the

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

Following aspects would a

external (such as interactions with media, the public and customers). Still it is important to reiterate that brands are in fact internally driven. If an organizati

dd to the challenges in developing combination products:

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

n’s own people to do not believe in the underlying objectives and ethics, the brand will never flourish.

External optimization can be further segmented into Proact

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

ive and Reactive Actions. Traditionally, brand development has focused more on reactive actions such as responding to customer complaints, providing warranty servic

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

s after the sale, or increasing transparency practices after Sarbanes Oxley. However, thanks to new technologies (in particular social media) we now have the opport

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

nity to focus on building brands proactively.

This new era in brand building is largely made possible by an unprecedented ability to provide online engagement in a

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

Professional from academic institutions, pharmaceutical industries, health care indust

way never before possible (think Ajax interface and social media functionality). Following Metcalf’s Law, “the more people using a given system, the more valuable

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

t becomes.” Now that much of the World’s population is embracing the internet as their primary medium for interactions (shopping, dating, research, collaboration, e

.

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

tc…) the need for organizations to humanize and to appeal to people on more of an emotional level (as opposed to simply through the use of static text and image) is

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

Companies that provide selfless information through particip

paramount.

The importance of Brand Reputation Optimization should not be underestimated and I look forward to seeing new applications of this concept going forward

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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