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"Building professional branding which communicates that you are x with y years of experience in industry Z and that you know to do A,B,C.D and have knowledge in E ,F , G is boring and won’t bring you career and business success".

Building professional branding is essential

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

for one’s career and business success. Tom Peters talked about professional branding almost ten years ago. However, economic changes, globalization, new technologies, job market trends, and outsourcing have changed the meaning of the concept and it’s implementation. How can you brand yourself to be succe

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

Examples of combination products may in

ssful in the current markets? What changes do you have to make in order to establish effective professional branding which will demonstrate your career and business success?

The evolution of the professional branding concept.
Tom Peters wrote “ Big companies understand the im

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

portance of brands. Today in the age of the individual you have to be your own brand. You are the CEO of Me Inc. You have to be a brand like Nike, General Motors, Dell or Microsoft. Instead of being your job title or job description or your resume, you must be a professional brand. When you are a brand y

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

ou are recognized for who you are”. Examples of people who are a brand are Michel Jordon , Tiger Woods & Oprah Winfrey and others. What are the components of professional branding?

A brand :

Communicates distinctive traits and qualities.
Is easy to remember & to be recognized.
Earns the res

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

Combination pro

pect and the trust of others.
Creates a value to your clients.
Builds a competitive advantage among others.
Influences others.

Branding transition from the marketing model to the experimental model .
The traditional concept of branding was based on marketing theo

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

ries. It stated that companies need to communicate their image . One of the major strategies for branding was advertising . However, stronger competition, globalization and economic changes changed the rules for success. It’s not enough to have a good image, or to make a promise to the clients. Clients

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

want to know that your company’s products create a real value for them compared to the competition. In order to win the competition for clients’ preferences you have to be innovative. Innovation in today’s market is the sole strategy for economic success. Hooly Lindman (Aug 2004) published an article w

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

ith the title The Good Brand and she wrote: ‘brands are less and less about what we buy, and more and more about whom we are. A good brand is authentic. This means that companies need to demonstrate that they doing good and well. Consumers must sense that their actions are sincere and not only PR “. Ten

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

years ago companies built their brand only on savvy advertising. This has changed and we can see companies such as Google and Amazon which have built a brand on client’s tangible experiences.

Professional branding has also shifted from a marketing model. It is more than an external image. It has to be

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

authentic. In order to succeed in the current job market who you are is more important than what you know. What you know relates to your skills, knowledge, and career experiences. Who you are relates to your unique personal assets and how they can create a value to your

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

Following aspects would a

company’s clients and enhance your company’s economic success. Professionals who would like to excel in their job and have career success need to be innovative (about products, processes, business models), flexible, have openness and a global mind, be passionate and adaptable, an out of the box thinker

dd to the challenges in developing combination products:

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

, thrive on chaos, and so on. These qualities relate to your authentic self. You have to be able to respond to complex, unpredictable and chaotic business environments. Holding onto what you know can prevent you from being open to new strategies and new knowledge which is essential for success in the cur

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

rent markets.

Building good professional branding & communicating it.
Professionals who are branded have to be :

An expert at something which creates a real value to clients.
Innovative.
A leader.
Cross culturally intelligent.
Business oriented.
Adapt

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

able to fast changes.

Good professional branding has to be dynamic, authentic and innovative. It has to be dynamic because the business environment is changing fast. It has to be authentic ( your unique personal assets and soft skills ) because it will make a difference and contribute to the company’s s

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

uccess. It has to be innovative because this is how you can contribute something unique compared to other professionals.

The process of professional branding involves building the contents and communicating it to your business environment (such as: your boss, peers, clients etc.) You can build a new

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

Professional from academic institutions, pharmaceutical industries, health care indust

professional branding by reading (cross cultural knowledge, business, literature,), writing (articles, blogs), volunteering, working in another country, getting experiences in other industries, learning other languages, and networking with others etc. Communicating your professional branding can be

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

expressed in your job performance, in your job search, in a presentation, by speaking and in other ways. In one of my articles I wrote about purple cow self-marketing tools such as: self website, blog, presentation, video as an excellent strategy to communicate your professional branding. Purple cow self

.

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

marketing tools communicate who you are compared to the regular self marketing tools which communicate what you know.

In the last few years we have witnessed the outsourcing of jobs from the U.S. and rapid technological changes which have made many jobs irrelevant. Companies can always save money and s

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

Companies that provide selfless information through particip

till find candidates who have the same skills and knowledge . However, now they require much more. Companies need candidates who are building and developing a dynamic and authentic professional branding which is based on who they are. This authentic branding will demonstrate career and business success.

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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