Main Subject - Business

It's easy to think that because you have a name, logo and tag line, that you have a brand. But corporate identity is just the first step of building a brand image. The name, logo and tag line

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

are two dimensional elements in a three dimensional world. And to become "real", to become a living, breathing, brand name, companies must possess three dimensional attributes. In other wo

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

Examples of combination products may in

ds, they must possess the same qualities that people do -- specific, consistent traits and characteristics that customers can easily indentify, remember and relate to.

This is where most com

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

anies fall short. In an attempt to be all things to all people, they have no identity. They try to compete on every level... price, quality, service, selection and so on. It sounds like a goo

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

strategy but it fails nearly every time.

Why?

Because our minds are like little mail rooms. When we get incoming messages, we sort them and file them in their proper slots. Wal-Mart goes

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

Combination pro

into the low price mail slot for when we need to save money. Rolex goes into the quality slot for when we win the lotto and want to enjoy the best. Nordstrom's goes into the service category

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

or when we want to really be pampered. The more specific the trait or characteristic, the easier it is to recall.

So when companies try to appeal to everyone, it's the equivalent of meetin

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

someone named "George".

George who? George Washington? George Foreman? George Jetson? Curious George?

If you lack specific, identifiable features, you will be sorted, discarded and tossed

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

n the mental mailroom trash basket, never to be recalled.

Here's a hypothetical, but typical, example. A bunch of zealous entrepreneurs want to form a sporting goods company. They want to su

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

ceed on every level and win over every potential customer. So what's synonymous with being on top, king of the hill, a company at the peak... what else but...

Summit Sporting Goods

So let's

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

say they now want a tag line. Not wanting to limit themselves, they develop a "positioning" statment such as "We're more than just sporting goods". The logo is a large "S" on a triangle. So t

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

Following aspects would a

e store opens and a customer sees an ad that says

"Summit... We're more than just sporting goods"

What does that say about the company? Not much!

Let's say another bunch of enterprising type

dd to the challenges in developing combination products:

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

get together and decided to place all their marbles on basketball equipment. They name their company...

Slam Dunk!

...and their tag line is "Score Huge Savings Everyday!" Which of these

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

wo companies are you going to remember? Arguably the first company may have more selection and better prices... but how would you know? At least with the second company you know what they are

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

claiming... basketball equipment for less.

To add to their new image, they incorporate "Hoop it up Friday" where all shoes are half price... scoreboards show how many items were sold that

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

ay... buzzers go off when an in-store sale is announced. Now the name begins to take on an identity, a personality, a predictable nature... a brand!

This brand can be further stengthened by

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

Professional from academic institutions, pharmaceutical industries, health care indust

dding a jingle, using the corporate colors throughout the store interiors, using the name in the product line (i.e. Slam Dunk shoelaces), etc. If done well, a customer should be able to des

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

ribe a company as well as they describe a friend. Think Apple... clean, attractive, likes music, fun to work with, creative, innovative, etc. It goes way beyond just the name Apple or the log

.

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

.

So when developing a company, start with a great name and then go from there. Add personality that customers can relate to and remember. Own a "position" in their minds, rather than avoidi

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

Companies that provide selfless information through particip

g one. Be what you are instead of what you think you need to be to attract every potential customer. Then you'll be memorable, effective and real. And those qualities make for a great brand

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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Date stamp equipment is now considered to be part and parcel of most organizations and companies. The date stamp equipment provides vital information to the organization on when any document or paper was received by the company or processed and forwarded by the company.

When you get a purchase order and can't fill it because you don't have enough working capital to produce the order, don't despair. Purchase order funding is probably the answer to your problem.

Promotional gifts are all time favorites. Shoppers across the world have always been enthusiastic about these promotional gifts offered by online shops, restaurants, hotels, tour and travel companies, groceries, etc, to feel that childishly crazy sense of satisfaction of getting something free of cost.

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