Digg It - Business

Wearing a nametag 24-7-365 for six straight years represents a simple, yet powerful business idea: make the mundane memorable.

I’m still surprised more organization

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

s don’t embrace this. It’s not our corporate policy. It violates our company’s handbook. We don’t want to do anything risky.

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

Examples of combination products may in

n>

Come on. That’s garbage!

Businesses NEED to be doing this stuff. Because when companies can find a way to make the mundane memorable, fives things happen:

1)

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

Customers start talking
2) Employees have more fun
3) The brand lives and breathes in a new way
4) Uniqueness shines through
5) Loyalty skyrocke

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

ts

QuikTrip is the perfect example of this. I fill up at QT whenever possible (ahem, loyalty), just to hear the cashier say, “Hurry back!”

That’s what they sa

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

Combination pro

. In every transaction.

Not “Have a nice day.”
Not “Thank you, come again.”

They say, “Hurry back.”

And people do. Not to mention, they've made the Fort

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

une 100 Best Companies to Work For 3 years running. Wonder why?

Mundane into memorable.

Or Bishop’s Barbershop in Portland, where you can get a great haircut

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

for roughly the same price as anywhere else. Except at Bishop’s, the minute you walk in the door for your appointment, the receptionist gives you a free bottle of P

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

bst Blue Ribbon.

That’s just cool. I don’t even drink, but I used to go there when I lived in Portland, just to get the free beer!

Mundane into memorable.

Then 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

here’s my favorite ad agency, The Hughes Group. When you walk into their elevator, you’ll notice 21 buttons, just like any other elevator. Except theirs doesn’t sa

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

“4,” it says “Hughes.” And you better believe every client, potential client or guest comments about it. Then they tell five other people about it. Awesome!
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
i>

Mundane into memorable.

Or what about the parking garage down the street from my office? Every time I go there for a meeting, the guy in the little ticket box
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
takes my slip and says, “That’ll be $4000!” I go back there every month, just to hear him say it. A parking garage! It doesn’t get more mundane than that!

The po
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
nt is: this stuff is easy. Yet very few companies (and people) do it.

Because they're scared of stepping out of their corporate comfort zones.

However, for those
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
bold few who choose to embrace the mundane, here's what happens:

Breaking the silence = breaking the pattern.
Breaking the pattern = mundane into memorable.
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
Memorable moments = increased comfort.
Increased comfort = increased approachability.
More approachability = strangers into friends.
Friends = peopl
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
e who become loyal, aka, fans.
Fans = people who love your stuff.
More fans = more positive word of mouth.
More people talking about how much they lov
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e your stuff = :) :) :)

Mission accomplished.

LET ME ASK YA THIS…
When was the last time someone make the mundane memorable for you?

LET ME SUGGEST THIS
.

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

Picture your typical day. You interactions with customers, prospects, coworkers. Now think specifically about five mundane moments. List three ways each of
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
those moments could become more memorable. Email me your lists and I’ll compile all the answers for a new article (along with a link to your organization’s website.

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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