Main Subject - Business

Presentation folders can be your best - or worst - marketing spend. Presentation folders that look great and get opened cannot be beat for creating a lasting impression and getting your message across.

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

But unfortunately many presentation folders get tossed. Why? Because the folders look unprofessional, feel "cheap" in the hands or have no message that compels people to open them.

Can you do better?

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

Examples of combination products may in

Yes. You simply need to know a few secrets; some easy-to-use tricks of the trade.

For starters, think of your presentation folders much like a direct mail piece or marketing e-mail. The mission with

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

hose marketing tools is simple: get the recipient to open up your message. Presentation folders take this a step further by being not only a carrier of information but a place to keep that information

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

long-term.

Here are five professionally proven secrets to keeping your presentation folders - and your message - out of the trash and in front of your audience.

Secret #1: Use Lots of Color – Incl

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

Combination pro

ding White

Presentation folders with colored backgrounds are very popular. They don't typically cost too much more and they can attract attention. Go for color if that's what you like, but don't f

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

orget about white. First secret? Full color backgrounds should be coated to prevent scuffing and to ensure colors don't fade. Whatever you choose for a background, make the color work for you. How? Des

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

ign pros call it "negative space." Here are some tips for using color to your advantage:

Leave lots of colored space around your logo
Make your logo stand out and not look clutter

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

Use more colored space between lines of text

Use color space that enhances your text and doesn’t compete

Use color and graphics that create a brand presence

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

Secret #2: Take the "Droop" Test

Hold a folder in your hand. Does it droop like an overdone noodle? That's not the paper (stock) you want. Cheap folders make great trash can liners. Tell your

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

rinter you want 12pt coated stock. 12pt is the weight of the paper. 10pt is thinner and cheaper. Avoid it. The term "coated" means that the folder stock is slightly glossy. Gloss is good. Glossy makes

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

Following aspects would a

colors look richer.
How do you know what your printer will use? Be sure to get a sample of the stock before you order. If it doesn't droop and it's a bit glossy, it's the right stock for you.

dd to the challenges in developing combination products:

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

Secret #3: Avoid Goofy Styles and Sizes

Much like direct mail, presentation folders seem to come in a new sizes, shapes and styles every day. With the right design, you can avoid odd sizes and gi

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

micky shapes and get your message across. You'll also keep your costs down. Here are standard presentation folder elements:

Folded size is 9" x 12"
The fold is right down the midd

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

Two pockets on the inside

Business card slits on at least one pocket

Both pockets are printed - quality space to convey more of your message

If you only ne

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

d one pocket, you can utilize the space on the other side to put more information about your company or product line.

Secret #4: Photo Quality Printing

There have been incredible new advances

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

Professional from academic institutions, pharmaceutical industries, health care indust

in color printing. Don't settle for what most printers call "digital" quality, look for true photo quality printing. With photo quality printing, presentation folders are printed with tiny dots of colo

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

r. The smaller the dots and the closer they are together, the better the quality of your printed folder. Make sure to ask for samples that are 2400 dpi (dots per inch).

Secret #5: Use Images and Co

.

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

y that Say "Open Me"

This is the most important secret. It's the easiest, too. Add a catch phrase to your folders. Nothing tricky, just a few simple words like "open here," "turn here" or "meant

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

Companies that provide selfless information through particip

to be opened." Or consider adding a simple arrow pointing to the right edge of your folder. It works.

Follow these tips and you'll be ready to create great looking presentation folders that get opened

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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The Federal Trade Commission recently put forth a report to the franchse industry for comments to use in an upcoming rule-making event, which is sure to modify the current franchise rule. Many have been critical of additional rules in the industry, but none more critical than myself.

Green Washing is all around us. Companies touting their products as being recycled or environmentally friendly. Read the fine print or ask questions. There is currently no regulation in place that protects consumers from these labels.

Do your employees behave toward your customers the way you would expect them to? Getting your employees aligned with your brand will empower them to make continuous improvements that will benefit your company as it strives to deliver that unique and best-in-class customer experience.

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