Main Subject - Business

We all know, that in actual fact designers not only create images that are designed to catch the eye of the consumer, but to make a business appear professional also and indeed the core purpose of their work is to help convert po

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

tential customers into actual customers via brand/image and marketing materials linked in with this.

Is that all? I’m sure a lot of business owners think that really is all there is to the design industry that

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

Examples of combination products may in

serves them and the many designers that populate it.

In some cases (for some designers) that really is all there is to it – they don’t operate on many other levels other than to make their designs professional, pretty, and eye c

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

atching.

However there really are other aspects that must be considered when you commission a design to develop the brand image for your business, a couple of these are explored in more detail now;

1. Target Market;
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rong> Recently I was approached by a company interested in brand design; their product and service was one that should be targeting both men and women, and yet when I was shown the design they had received already for another de
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro
signer I immediately noted some glaring issues with it.

The design itself was eye pleasing and on the surface of it a less experienced person may observe that it was a professional effort; but the designer had produced something
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
which featured a stylized woman as the central figure within the logo and not only that despite the stylized nature of the image, she was clearly of oriental heritage.

I quickly pointed out to the customer that when one’s targe
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
t market is male and females and not women only, that to gender bias one’s logo design is counter productive, and even worse to possibly alienate even more people by making the character a particular ethnicity when your product i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
targeted at all nationalities.

A creative must think, think, think, and then and think some more about the target market when they are designing. To enable that before they start designing, they absolutely have to ask the busin
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
ess owner about the business; who are the customers, how will the product or service be sold to them, and so on.

2. Colors & Tones A long time ago now I wrote a very popular article entitled the ‘The Relationsh
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ip Between Colors & Sales’ – I’ve long since populated the piece across the internet and you can thus read it on many websites.

Although as creatives we don’t need to enslave ourselves completely to the rules of color psychology
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
, any designer working on a project should always keep this in mind.

In addition to considering the psychological effect certain colors have on mood and behavior, which is well documented by the marketing industry, one needs to
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
onsider the socio-economic dynamic of the target market as this has some bearing on the tone of the color scheme chosen.

For instance it’s not uncommon for my clients to ask for a bright color scheme for their brand design, but
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
this doesn’t always suit their target market; it’s known that low income groups are attracted to bright colors and thus if you don’t wish to attract low income groups a bright color scheme isn’t right for your brand design regard
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
less of what you like as an individual.

When your designer goes to work and you review concepts it’s vital to appreciate the design isn’t supposed to necessarily appeal to what you like, it’s supposed to appeal to your target ma
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
rket and this may not necessarily be the same thing as your own favorite colors.

These are just a couple of important areas that must be considered by your designer before they start work on your brand development, some of the o
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
her areas include;

- Ensuring the design will work well whether printed billboard sized or business card sized.

- Making sure the company name is easily readable.

- Ensuring the design is neither too tall in height, or too wid
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e horizontally; disproportionate designs can be more difficult to incorporate into layouts for print such as fliers, stationery, brochures and so on; this means these items may not look as good as they should.

Much of th
.

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
is advice can also be applied even when you already have your brand design established and have moved on to developing this further with your marketing materials.

It’s important that the designer working on your printed
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
stationery and marketing materials appreciates the need to be sympathetic to the brand theme already established, and also has sufficient skill and experience to bear in mind that designs created must appeal to the target market

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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