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Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it

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

still fit with your company vision? Is your message connecting with the customers you want?

Your visual identity is a vital tool in communicat

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

Examples of combination products may in

ing the essence of your business. Before someone even buys a product or service from you, they formulate ideas about the business based on your

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

logo and visual design. Having an identity which works can positively change how your customers perceive your business and put more money in 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

our pocket. Don’t believe me? Think Nike, Apple, Coke, Rolex…the list goes on.

How do you make your visual identity come alive and attract cu

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

Combination pro

stomers to your business?

What is your message?

Businesses change and develop over time, so the message you need to communicate will change t

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

oo. The first step is to decide what you want to communicate about the changes in your business – maybe the company is more modern in its appro

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

ach to customers. You can use a new visual identity to communicate this. This can be achieved by a revamp of your logo, design and messaging or

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

a completely new approach to all elements of your identity. Consistency is key when building a brand so when you revamp or change the design

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

of your visual identity you must patiently and continually communicate the changes.

Who are you talking to?

You need to be aware of who your

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

customer base is and if they understand and connect with the current visual identity of the company. Has your audience changed significantly ov

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

Following aspects would a

er time? Maybe the current design worked for customers 20 years ago but leaves the new audience cold. Work out who you want to communicate with

dd to the challenges in developing combination products:

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

and what they will respond to. How do you make it last a lifetime?

If you are going to develop a new design then it needs to stand the test

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

of time. You should work with a good designer, who knows current trends and how to avoid anything ultra fashionable that will look dated in a

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

year. A good design should last 20 years and should be solid enough to take slight adaptations or modernisations during this time.

How do you

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

keep your brand intact?

Building a brand takes a long time and needs consistency, repetition and giving customers the service they expect time

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

Professional from academic institutions, pharmaceutical industries, health care indust

and time again. You don’t want to alienate your existing customer base by a radical design change that they can’t relate to. If you want a ch

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

ange, consider using elements already in place such as one main colour or image, think about the changes companies like Pepsi and Coke have mad

.

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

e over time. A company with a strong logo and visual identity is taking the first step in building an established and profitable brand.

What

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

Companies that provide selfless information through particip

you ultimately want to achieve is an identity which can evolve over time without noticeable change allowing you to maintain your core identity.

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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Every business relies upon their reputation to continue to maintain a healthy bottom line. Here are some tips for investigating and fixing a business's reputation.

Five times as many people read your headline as read your ad. So make sure your headline does plenty of selling.

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