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This is the 3rd and final article in this series on naming. The fist article dealt with how to select a naming f

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

irm, the second article addressed the components that go into creating a great corporate name and this piece wil

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

Examples of combination products may in

deal with other venues within the naming field.

A lot of focus and attention is brought to bear on the topic o

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

f corporate naming as this is the most visible high impact area of naming. However naming applies to products, s

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

rvices, projects, reports, books and publications, newsletters, microsites, blogs, intellectual property, busine

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

Combination pro

ss practices and a long list of other areas that often receive less attention.

Unlike corporate naming which re

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

eives everyone’s attention, the smaller naming genres are often left to individual brand managers or staff membe

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

rs operating with a singular focus or agenda outside of best practices and a global perspective. This focus at t

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

e granular level can sometimes have the opposite effect of what is being sought after. I have seen many a produc

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

t or service name actually dilute brand value as opposed to increase it.

Every company should have a naming str

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

tegy and process that is consistent with corporate vision as a subcomponent of the overall brand strategy. Namin

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

Following aspects would a

should have an integrated process across the enterprise to insure that an individual naming effort doesn’t detr

dd to the challenges in developing combination products:

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

act from the overall brand strategy and dilute brand equity.

Brand guidelines need to specifically address nami

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

g conventions and protocols such that cross product and business compatibility, color pallets, phraseology, font

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

style and sizes and other criteria are considered in the process. The keys to insuring a proper outcome across

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

usiness units and product lines is having continuity, clarity and consistency in your naming conventions. Each n

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

Professional from academic institutions, pharmaceutical industries, health care indust

ew name created and implemented should add value to the overall brand by enhancing and strengthening the preexis

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

ing names.

Rather than pass naming down to the lowest common denominator I would suggest that most firms would

.

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

be better served by elevating naming up the chain of command and involve an outside naming firm as well. The tim

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

Companies that provide selfless information through particip

spent giving naming the proper attention and focus will lead to a stronger brand and solid return on investment

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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The Advertising Specialty industry is essentially about advertising specialties or promotional products. It involves the imprinting of a company logo or information on almost thousands of diverse products to help endorse acompany name or the theme that the product carries. This business is a multi billion dollar industry with sales exceeding $17 billion in the United States. Some of the products that are umanufactured are T-shirts, hats, golf shirts and jackets, pens, calendars, drink ware, bags, office products, magnets, etc.

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Digg It - The Name Game: Part 3

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