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When it comes to creating and building a brand name, most companies feel compelled to file trademarks and establish “guidelines” to protect their image. Yet some of the most well known brands in

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

the world today are holidays – wide open to use and abuse in the public domain. Despite being public property they still retain a high degree of brand consistency. For example, which holiday co

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

Examples of combination products may in

mes to mind when envisioning the colors green and red? How about orange and black? Many consumers would instantly recognize these as the colors of Christmas and Halloween. Beyond color combinati

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

ons we have images -- such as a bright green clover or a red colored heart. Again most consumers would accurately associate these with St. Patrick’s Day and Valentine’s Day. So without any trade

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

ark protection and no corporate marketing department to enforce brand standards, how is it that these events and holidays are so consistently represented?

The answer lies in our five senses. Un

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

Combination pro

like most company brand images, which exist statically as printed names and logos, the holidays are deeply anchored in our experiences, in the areas of sight, sound, smell, taste and touch. Chri

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

stmas conjures the fresh scent of pine needles and the sound of cheerful carolers. Thanksgiving evokes the smell of pumpkin pie and the welcome taste of warm cider. In addition to the sensory st

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

imulation, we associate emotions as well. Valentine’s Day stirs feelings of love and romance while New Year’s Day brings a sense of renewed hope and unity. And this holds true for countless holi

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

ays celebrated by various faiths and cultures worldwide. They are richly embedded in the fabric of our lives and are therefore woven deeply into our memories. It’s no wonder then that the holida

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

ys are easy to recall, categorize and associate. Through shared sensory reinforcement the holidays develop their own internal “brand” consistency, without the need for outside management and int

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

ervention.

So in comparison, take a look at your present business, product or service. Can it be identified with just a color, a symbol, a feeling? How can you create more texture to your compa

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

Following aspects would a

ny and brand by enriching it with sight, sound and emotion? The computer chip manufacturer Intel has done a wonderful job of creating a musical signature for their product. The familiar four-not

dd to the challenges in developing combination products:

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

melody adds another layer of identity to the company’s brand, making it easier to recall. UPS has wrapped itself in the color brown to add further recognition to their ad campaigns. Ask “What c

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

an Brown do for you?” and most consumers can identify the carrier without any assistance. Nexium has successfully marketed the “Purple Pill” in a way that allows the customer to communicate thei

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

r interest to a physician – without having to recall the prescription name. For Double Tree hotels, fresh baked cookies greet weary travelers each night. Perhaps the best example of holiday-type

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

branding is the food products company Newman’s Own, which was created for “Shameless exploitation in pursuit of the common good.” To date, the company created by actor Paul Newman has donated o

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

Professional from academic institutions, pharmaceutical industries, health care indust

er $200 million to charities worldwide and gathered a loyal following. While other companies try to attract with a fancy label, Newman’s resonates of selfless giving.

So if your company were a

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

holiday, how would it be celebrated? What would it sound like, look like, taste like, and feel like? What would be the mood and how would it be remembered? Then look for ways to infuse that feel

.

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

ing throughout the organization. Find new and innovative ideas to help permeate your customer’s experience. Connect with them using as many of the senses as possible and find that one common emo

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

Companies that provide selfless information through particip

tion you want them to feel when doing business with your firm. In the end you will create many more ways to remember your business. But more importantly you’ll create new reasons to celebrate it

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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In this article we take a look at different ways doing interviews can grow your business.

It is easy to gather cards and names of people who may purchase your products or services. The biggest problem with having the collection is finding the time to follow-up. Try these tips to make the process simple.

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