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Marketers charged with achieving return on investment and marketplace performance in today's competitive landscape know that powerful, relevant brands make

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 difference between success and failure. Keeping brands up-to-date requires constant vigilance because quick fixes to tactical elements rarely offer lon

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

Examples of combination products may in

g term rewards that lasting brands provide.

The power of observation can reveal volumes about the relevance of your brand today. Consider these top ten sy

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

mptoms to decide if it is time to re-evaluate your brand.

1. Your sales and marketing people are producing their own marketing tools or selling pieces. If

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

corporate-produced materials exist, they're not always used. You may feel that you are over communicating, yet under-delivering. As a result, brand consi

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

Combination pro

stency is suffering.

2. Your brand's marketing tools don't seem to express what the brand truly stands for.

3. You worry that the brand may be losing its

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

external appeal that in earlier days felt much stronger. Perhaps it's simply become dated.

4. Brand awareness is low among your target audience. The targ

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

et market has a hard time explaining what you do when asked.

5. You want to attract a different market segment than you've targeted before (e.g. a younger

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

clientele, more established firms, international versus domestic, etc.)

6. Your business is expanding into a different type of product or service area (e.g

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

. a company expands vertically along the value chain.)

7. You've acquired or merged with another company and have two or more brands that don't make sense

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

rom the perspective of prospects, customers, investors, or other key audiences.

8. Your company has hired a new CEO with different objectives for future gr

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

Following aspects would a

owth.

9. The competitive terrain is more intense, and it is more difficult that ever to differentiate your superior products and services from others.

10.

dd to the challenges in developing combination products:

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

You do not have a well documented brand strategy. The brand has always been conveyed verbally or in pieces through your employees. This has created chall

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

enges with both employee communications and made it tough to work with external consultants such as advertising and public relations agencies and design fir

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

ms.

If these symptoms exist throughout your organization, don't despair.

First and foremost, don't surrender to the temptation of the quick and easy fix t

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

o your Web site, marketing collateral system, brand identity, or packaging design.

Don't run the risk of applying scarce marketing dollars to achieve inade

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

Professional from academic institutions, pharmaceutical industries, health care indust

quate performance results. Instead, take the time to craft a well articulated brand strategy to guide and integrate all of your future marketing communicat

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

ions. If you need outside counsel, engage proven brand strategists and other relevant experts to help you consider the broader brand implications before yo

.

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

u try to fix any problematic marketing vehicles.

In doing so, you'll address issues in a winning way and give your brand its best shot at earning a firm po

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

Companies that provide selfless information through particip

sition within the hearts and minds of the consumers you depend on for your long term success and the employees who serve as your brand ambassadors every day

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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Training is used as the solution and takes the blame for the presence and absence of key skills yet rarely is time invested taking a close look at what makes the learning stick within the social and cultural context. Frequently organizational habits get in the way. To find out what really makes organizational learning work you must see and understand the deeper dynamic.

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