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You can hardly influence the development of your child by selecting whatever name. That is one of the conclusion of Steven Levitt published in the book “Freakonomics.”

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

Most influence is given to a child before it is even born. You can do wrong however – according to an example in the same book of a parent that named a first son “Win

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

Examples of combination products may in

ner” and the latest born “Loser.” Imagine what happened to both of them...

Whether you agree with Levitt and favor a nature viewpoint or you disagree and you favor a

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

urture argument, when talking about business there is only one option; The name you choose will -– as a cultural element -– influence your business.

Recently a Dutch

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

company TPG Post announced the change of their name into TNT Post. The company is the product of a split that took place in 1996 when the Post and communication

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

Combination pro

divisions became separate companies; KPN –- the holding company before that time –- continued with the telecommunication division. The post division including the rec

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

nt acquisition of the Australian TNT logistics company continued under the new name TNT Post Group or TPG. And now the company continues under the name: TNT Post.

On

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

the same stock exchange -- the AEX -- there are more companies with a similar background. To start with the “A”, ABN AMRO is a bank that is the result of a merger of t

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

wo companies ABN and AMRO that kept their name in the new combination. The name “ING”, which represents a bank-insurer, is a nice name invention of Inter-Nationale Ned

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

rlanden Group, where the “Nationale Nederlanden” was and continues to be the insurance part of the group.

Reed Elsevier is another example where two companies have me

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

rged and the names of the original entities continue to exist. In this case “Reed” is of British origin, and Elsevier the Dutch counterpart. This is not different for

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

Following aspects would a

Wolters (and) Kluwer – as the previous mentioned company, also in the information exchange and publishing sector, although these parts are both Dutch.

Numico is a com

dd to the challenges in developing combination products:

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

any that also merged with others and that choose to preserve previous company names in the new combination. In this case Nutricia (Nu) merged with the German Milupa (M

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

i) and the British Cow & Gate (Co). Giving Nu-Mi-co. This example is different in the case that all the three companies continue to exist under the previous labels, Nu

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

tricia in the Netherlands, Milupa in Germany and Cow & Gate in the UK. The image and identity of a company is linked to the name it carries. Companies that grow inter

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

ationally and become multinationals are better of with an international name than with a local name.

A company name also represents an internal culture. In case of AB

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

Professional from academic institutions, pharmaceutical industries, health care indust

N and AMRO, the culture could be expressed as the best of both worlds: ABN and AMRO, or together we are more. For NuMiCo, the cultural direction is less visible; the c

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

ompany name after the merger seems to express a new culture.

Back to TNT Post. In this case the new name inherits most of the Australian name TNT (Thomas Nationwide T

.

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

ansport). A logical choice, because of the international build up brand value of TNT. For the situation in the Netherlands there is a small compensation; the main co

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

Companies that provide selfless information through particip

mpany color (Red) will be replaced by orange – a Royal (Dutch) color; TNT Post has given itself a new cultural start offering the best of both worlds.

© 2006 Hans Boo

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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