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Have you ever asked yourself why a competitor's business gets more attention than yours? The answer just may have to do with the elements that go into how memorable the business is. And that has to do with bra

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

nding.

But exactly what is branding, anyway? Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way

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

Examples of combination products may in

that really sticks in the minds of potential customers.

Let's say you are getting ready to run errands on a busy Saturday morning, thinking about the groceries that need to be bought, the dry cleaning that n

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

eds to be picked up, and the packages that must get to the post office before noon. The trip to the post office reminds you that your favorite aunt's birthday is next Wednesday. You need to add buying and mail

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

ing a birthday card to your list of things to do. Without a moment's hesitation, you know exactly where you will buy the card: the local Hallmark store. Why did you think Hallmark? The answer to that question

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

Combination pro

has everything to do with Hallmark's branding and two key elements of that branding are: * An attractive, easy to read, and memorable logo; * and a great tag line. Assuming your own product is fabulous, it a

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

ll comes down to image. Graphic design can play a huge part in that image. But what are some key things to consider?

A great logo is key.

You have given a great deal of attention to your company name and bel

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

eve it speaks to who you are and what you do. Great! Now you need to wrap a graphic image around that name to carve out a prime piece of real estate in your target customer's mind. That is exactly what a great

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

logo can do.

Keep in mind that a powerful logo:

* has a strong, balanced image with no little extras that clutter its look;

* is distinctive and bold in design, making it easy to see at a glance;

* has gr

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

phic imagery that looks appropriate for your business;

* works well with your company name;

* is done in an easy to read font;

* communicates your business clearly; and

* looks good in black and white, as

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

well as in color.

Hallmark's memorable crown logo is one of the reasons that Hallmark comes to mind so quickly when you need to buy a greeting card. It is simple, bold, looks good in either color or black and

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

Following aspects would a

white, and bespeaks the quality required for something to be stamped with a hallmark, so it works well with the company name. While the image might not have communicated the nature of the business when it was

dd to the challenges in developing combination products:

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

first created, it certainly does now!

A distinctive tag line is key.

A tag line is a 3 to 7 word phrase that accompanies your logo. It expresses your company's most important benefits and/or what you want yo

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

ur customers to remember about working with you. Think of it as the words you want to linger in your target customer's mind about you and what you have to offer.

Great tag lines appear to be effortlessly crea

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

ed because they just seem to flow. In fact, creating and refining one takes time, just like designing a great logo. The benefits of taking the time to craft a great tag line lie with the tag line's stickiness.

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

Great tag lines stick in your memory.

The Hallmark tag line, "When you care enough to send the very best," appeals to the human desire to be viewed as having good taste and an appreciation for luxury. If gre

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

Professional from academic institutions, pharmaceutical industries, health care indust

ting cards are a commodity, then Hallmark has found a way to differentiate itself as the choice for quality.

The Hallmark company was founded by J. C. Hall, so the name Hallmark was a natural. It was also bri

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

lliant from a marketing standpoint. Hallmarks have been used for centuries as a stamp to denote quality, purity, and genuineness. Could there be a better way to attach the image of quality to a product? The ta

.

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

line capitalizes on that image well with words that stick in the mind and exemplify good taste.

Creating a great logo and distinctive tag line are critical in creating a brand that provides the perfect image

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

Companies that provide selfless information through particip

for your company and great ones just might be memorable enough to give your company the beach front property in the minds of your customers that leaves them thinking only of you.

Copyright 2006 Karen Saunder

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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Glow sticks are fun, innovative and inexpensive to buy. They are also quite short-lived. Some may live for a number of days, but glow sticks are known more for burning out within just a couple of hours. Their life depends on the temperature and the amount of chemicals that are used inside it. A frozen stick can last longer. It is not much of a problem to find glow sticks online, and cheap ones at that.

So often small business owners will attempt to tell the public and reader of a publication, yellow pages or Internet portal site, how great their company is, when they should be telling the company what they can do for them.

Every community has 'em. Fast talkers who roll into town with a clever idea to sell to people in business.

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