Main Subject - Business

Does your brand evoke an emotional response? Does your brand create loyalty? What would make your clients eage

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

r to pay for your products and services? If you answered “yes” to the first two questions, you don’t need my e

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

Examples of combination products may in

xpertise. However, if you want to know how to attract your perfect client through brand marketing, however, the

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

n I’ll help with your online branding strategy.

Here are a few tips to help you create an emotional brand that

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

works for you. I call this eBranding (emotional branding).

Before reading these tips, be sure to repeat this m

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

Combination pro

antra. Simplify. Simplify. Simplify. It doesn’t have to be complicated to reach the human senses.

1. Start

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 your perfect customer or client in mind.

What do they want to see, hear, touch, taste or smell? If

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

ou don’t know then you need to take the time now to figure it out.

How frequently does your customer need to se

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

e, hear, touch, taste or smell your brand?

Starbucks demonstrates an excellent example. You can see their bra

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

nd and immediately (if you are their perfect customer) you mouth will taste the coffee. As you get closer, you

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

will begin to hear the customers ordering and soon you will touch the branded cup holder and smell the sweet aro

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

Following aspects would a

ma. I’m not even a coffee drinker! Do you see how they seduce your senses?

Can you do this with your product

dd to the challenges in developing combination products:

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

or service? Can you do this online?

2. Then look at your tag line, slogan and copy writing.

If you ar

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

e writing online, ask yourself what emotional response will this evoke? If your copy doesn’t produce an emotion

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

l response, then the likelihood of your brand being known is slim.

Consider Nescafe’s tag line: “Start the day

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

with great taste!” This tag line not only puts a great taste in your mouth, but it also puts the idea in your

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

Professional from academic institutions, pharmaceutical industries, health care indust

head to have a cup of Nescafe each morning. Pretty strategic, eh?

3. Now look at your photos, graphics and

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

images used to represent your brand.

What senses do your imagery strike? A photo of you might create a

.

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

person-to-person compassionate look and feel, which is very important online.

This may add to your daily to-do

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

Companies that provide selfless information through particip

list, but don’t despair. Your eBranding strategy will pay off with BIG returns from the investment of your time

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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