Main Subject - Business

When you are getting started it's so hard to understand the integral role packaging has to play in marketing and selling your product. Put simply, it’s one of the most important product decisions you will have to make. There is a universe of packaging suppliers, materials and even regulations. Not to be over

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

whelmed, it is easy to navigate if you take it one step at a time. It is a process just like any other component in product development. They key is to know which packaging factors will influence your product’s success --or failure

Here are 5 vital things you need to know as you start on your journey that p

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

Examples of combination products may in

ckages your product to sell.

1. You can't have a product without a package.

Just think about potato chips and eggs for example. How could you sell them unbroken and undamaged without a package? You have to be able to transport a product from point A to point B. The package is what makes it happen. Even if

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

your product is not fragile, it can't get into the buyers hands in a shop worn condition. Consumers will NEVER buy it.

It’s interesting how packaging is evolving. In many cases, there would be no product without the package. Take something as simple as toothpaste. Whether it's in a tube or in a pump the pac

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

age plays an integral role in making this product work. It is so ordinary that many people never stop to consider this fact: Where would toothpaste be without a package?

So ask yourself these questions: Is your invention going to need a package that is part of the actual product? Or will the packaging be m

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

Combination pro

re of a protective device to convey the product?

Whatever the answer might be, it's time to start thinking about how the packaging is going to impact both shipping and merchandising.

2. The package could cost more than what is inside.

The rule of thumb is that the package should be 8-10% of the total cost

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

on average. 10% of every dollar spent at retail is directly attributable to packaging. But that cost can vary dramatically with the product being packaged. The proportion of cost is lower with high ticket items and higher with commodity items as well as products in which the packaging is a bigger component

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

than the product itself.

Let’s talk potato chips again. Packaging is a much higher cost in an item like this. You have a few chips and a bag but don't forget that besides the bag there is a master shipping carton that contains the bags of chips. This is one of the hidden costs that many people overlook.

So

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

think about not only the primary package (the one that is going to be seen at retail) but any other packaging materials that you will require to transport, ship or convey your product to its ultimate destination unbroken, not damaged, not tampered with and arriving in pristine condition.

3. Your package ha

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

to sell the product not just protect it.

The average consumer spends just 2.6 second making a decision whether to pick up your product or not. So your packaging better be on target to the right audience with the right message. Just stroll through any retail that merchandises similar products to yours. Over

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

helmed by the competition? You Bet!

And that's just the beginning. Who is going to buy your product? Do you know? Are you aware of what language, colors, design and packaging materials that appeals to your target demographic? This can make or break whether your product sells or not. Ask yourself who do I w

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

Following aspects would a

ant to buy my product and what packaging attributes will appeal to them?

4. Most packaging materials suppliers require large quantity orders.

It’s hard to find a supplier for small quantities. The double edged sword is that you don’t have large orders when getting started. The number one question I am aske

dd to the challenges in developing combination products:

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

is how to find a vendor for small quantities. In many cases, this can be a challenge but it is not impossible.

I know you have this exotic design concept on your head that's just going to WOW them at retail. The reality is that in many cases you will have to start with stock packaging items that you can cu

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

stomize. As you get more orders or are able to order in larger quantities you can upgrade your packaging designs.

Don’t be discouraged. The stock design world has come a long way with innovative designs and materials. With a little innovation and creativity, you can have that prestige look on a start up poc

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

etbook.

5. Packaging trends and innovations can influence whether your product will ever get onto the stores shelf.

In January of every year, I write a trends piece about where I believe the packaging industry is going for the year. This covers not only the hottest packaging trends and innovations but outs

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

de influences that can drive the retail industry. Many influences can be outside of your control. The secret is in knowing what is going to be the "issue" of the future or what might be mandated as a "must have" in your product packaging.

There are external factors that can dramatically change what the cons

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

Professional from academic institutions, pharmaceutical industries, health care indust

umer wants or demands in their product packaging. What do you know about RFID, product integrity and product security, bioresins and bio plastics, environmental sustainability, smart or intelligent packaging? If you are like most inventors the answer is not much. But these packaging concerns are the wave of

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

he future. Chances are one or more of these factors will be discussed when your try to get a buyer to commit to carrying your product.

Many requirements mandated but big box retailers such as Wal-Mart and Home Depot drive smaller retailers in the same direction.

I'm not trying to scare or overwhelm you wit

.

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

h decisions that you are not prepared to make. I am trying to point out a few of the facts you will need to be aware of and consider in product packaging. The time to address these issues is at the point when you prepare your product for market not at the end when many times it’s too late.

Make your product

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

Companies that provide selfless information through particip

packaging among the first decisions you make with your idea-- not your last. If you need more guidance, check out my packaging websites or come to my Packaging Boot Camp which will answer your "How Do I" questions. http://www.packagingbootcamp.com

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

A clever title is great if it is clear, but a clear title is always preferable. The best? A clear and clever title. A shorter title is better than a longer one. Your reader will spend only four-eight seconds on the cover. While some long titles have succeeded, usually the shorter, the better.

Imagine the horses all lined up at the gate in the last Kentucky Derby. Successful businessmen-women are just like thoroughbred horses. They must practice, run like the wind and sometimes be driven to make it first through the line. Like a horse race the majorities are losers and only a few are Triple Crown winners.

For centuries the four poster bed has been considered the ultimate dream, for practical, status or for romantic reasons. But in the 21st century is this still what the customer thinks, and what do they want?

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