Main Subject - Business

I am regularly amazed by brand new facilities that are obviously user-unfriendly. Huge investments of time and money...but who are they designing it for?!

A new

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

airport in the Middle East is an impressive and expensive building. It’s huge, packed with stainless steel and halogen lights and lots of fancy gold.

But it take

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

Examples of combination products may in

six escalators, two moving sidewalks and 3,446 steps (I counted) to get from the aircraft door to the taxi door at curbside. And no baggage trolleys are provided

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

.

What were the architects thinking about? Size? Grandeur? Physical exercise? Who were they designing it for?!

A sparkling new hotel opened in a major capital c

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

ty. There is no clear signage directing guests from the ballrooms to the restrooms. The few signs that do exist are etched in muted gold on dark marble pillars.

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

Combination pro

More obvious signage was considered inappropriate for such elegant decor. Very stylish, very chic. But who were they designing it for?!

I received a business car

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

with a realtor’s mailing address printed in four-point type. That’s very tiny print (less than half the size of these letters!) Graphic designers love tiny type.

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

It’s so trendy, hip and cool. But it’s certainly not easy to read.

Who – and – what is a business card for?

I had to argue with the graphics company to print a

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

l the contact information in 14 point type on my stationery. (That’s bigger than these letters.) They said it was ‘too big, not nice, not sophisticated’. I said i

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

t had to be big to remain legible, even as ‘a fax of a fax’.

Try it with your stationery right now.

Fax a copy of your stationery to a friend, and ask her to fa

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

it back to you. Now you have ‘a fax of a fax’. It happens a lot in business.

Now look closely at your contact information. If you have a 5, 6, 8 or 9 in your te

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

Following aspects would a

ephone number, is that number still easy to read? If the letter ‘i’ or ‘l’ appears in your mailing address, is it easy to distinguish those letters?

Who designed

dd to the challenges in developing combination products:

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

your stationery? Who approved your stationery? Who is your stationery really for?

At a new airline lounge in Hong Kong, a partition of colorful glass hangs from

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

the ceiling. My luggage lightly brushed against it as I walked inside. The entire partition shook and several panels came undone.

A staff member hurried over and

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

began carefully reassembling the panels. (Thank goodness nothing broke.) I felt was embarrassed and apologized profusely.

‘Don’t worry,’ she replied calmly. ‘Th

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

s happens all the time.’

An airport lounge is a heavy traffic area. People are always moving in and out. What were the interior designers thinking? Who were they

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

Professional from academic institutions, pharmaceutical industries, health care indust

designing it for?!

Key Learning Point
--------------------------------------------------------------------------------
It's easy to get caught up in

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

esigning new things that are `cool' or `elegant' or `hot'. But if you don't keep your customer in mind throughout, you could end up with an investment that's `not

.

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

'.

Action Steps
--------------------------------------------------------------------------------
Review your physical surroundings, points of customer

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

Companies that provide selfless information through particip

interaction, your product, packaging and procedures.

Find something that could be clearer, more helpful or more `customer-friendly'. And once you find it, fix it

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.mainsubjects.org.ua/article/14962/mainsubjects-Who-Were-They-Designing-It-For.html">Who Were They Designing It For?</a>

BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/14962/mainsubjects-Who-Were-They-Designing-It-For.html]Who Were They Designing It For?[/url]

Business security is extremely important in this new era of increasing crime and is considered as a valued investment.

The written word is a great way to express your brand but it has one major drawback; it must be read to work. Images on the other hand bypass the conscious mind and head straight for the subconscious mind where our emotional self exists.

We have all had great service before at the grocery store, where a clerk helped us immensely and we unfortunately have all had poor service as well, where we could not even find anyone to help us and when we finally did, they were no help at all. Do I dare state the obvious about customer service at grocery stores? It starts in the parking lot!

Tags

Links

Main Subject - Who Were They Designing It For?

Related Articles: