Main Subject - Business

The age-old “branding” discussions always comes back to haunt us, don’t they? Surely, you would have encountered this argument countless times as you argue with clients abo

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

ut creating new brand campaigns. The clients’ view “I have a strong, reputable brand. This new product will sell really well based on my trusted brand.”

Usually, when such

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

Examples of combination products may in

discussions arise, it is because of the lack of understanding, or even misunderstanding of what a brand really is. Some people think that the product is the brand. Others

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

elieve that it is the “persona” of the brand that becomes the brand. Yet others argue that a brand is nothing more than the corporate vision or promise made tangible.

Surp

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

risingly, all the above are correct! Here lies the crux of it all. Marketers would do well to remember this before they get caught up in any such arguments. The key to it a

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

Combination pro

ll is to understand this:

“A BRAND is what you make it to be.”

Think about this for a moment. Then jump back into that argument with your client. If your entire advertisi

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

g, PR and promotions campaign has been geared towards selling a PRODUCT, what then does your brand represent? I would hazard a guess and say that at the end, when the adver

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

tising “dust” settles, what consumers will be left with would be a vivid memory of your wonderful product. It could be that gloriously luxurious LUX soap, or maybe even tha

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

t oh, so satisfying “real thing”; but it would be the product.

On the other hand, if your entire marketing campaign has been focused on your “brand persona”, if all you 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

e been doing were “lifestyle” advertising, PR coverage on relevant social tid-bits, promotions that are cool, or hip, or whatever; your brand represents the persona more th

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

an the product.

I believe by now, you know where I am coming from. Now to answer that question: “Can You Leverage Your Famous Brand To Launch New Products?”

It does get e

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

Following aspects would a

asier to answer that question now, doesn’t it?

If your brand has been so totally product focused, if your brand is your product, then the very simple (maybe too simplistic

dd to the challenges in developing combination products:

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

answer would be “No!”.

If your brand has been focused on the “persona”, then the answer would be more ambiguous. If the new product is congruous with your persona, then

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

its a definite “Yes!”. If not, then it has to be explored whether or not that persona can be extended.

Companies spend years and millions of dollars to build their brand.

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

Sometimes, they do it so well that they are trapped by its very success. To “Xerox” the document, to get a “Polariod” and to get some “Coke”. That photocopier could be a M

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

nolta, a Canon, a Brother, or whatever; it matters not. That “Coke” could just be any cola if the “real thing” is not available. Great. Problem here is these companies will

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

Professional from academic institutions, pharmaceutical industries, health care indust

find it very difficult to launch a new product if it is not exactly the same product!

Some companies think that their marketing agency is trying to rip them off by propos

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

ing a whole new brand and an entirely separate marketing campaign for new products. What many of them do not understand is, their “strong” brand might actually be the ball-

.

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

nd-chain and not the mighty rocket for their new product.

Then again, some marketing agencies do try to pull a fast one by proliferating multiple brands based on the simpl

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

Companies that provide selfless information through particip

istic arguments about “segmentation” and “target markets”.

So, the answer to the question, can only be, “I have absolutely no idea, what new product are you talking about?

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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