Main Subject - Internet and Businesses Online

Clients are wonderful. Speaking to a self-employed client is even better. The reason I love speaking to small businesses & self employed clients is because they are so passionate about their company. They want their company to be perceived by poten

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

tial customers as being the most honest and trustworthy company out there. The best of the best!. However, these types of clients have a downside. They are so passionate about their new website that they fire off buzzwords that they simply have no

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

Examples of combination products may in

understanding as to how hard it is going to achieve that look for their brand/company. Confused? So am I most of the time.

Let’s take a made up client called Bob’s Electrical Engineers. His core business is small electrical installations and repai

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

rs. He has a client list of around 200 customers and those customers range from residential customers to small businesses with a maximum of 5-10 employees. The aim of his new website is to attract new business and broaden his customer reach. He’s t

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

inking about expanding the business and he thinks a new website will help him immensely. He has no budget for marketing and can only spend about ?700 on a new website. That’s all fair-game in my opinion, it’s what I help do in my current role of a

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

Combination pro

Website Designer day in and day out. After finding all this out it’s now my turn to ask him the dreaded question: What do you want your new website to look like?

Remember, Bob’s Electrical Engineers isn’t really in a glamorous industry. You think

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

small time electrical company and you think boiler suit covered in dirt, carrying a toolbox and ready to rip you off! This is where the mentality of a designer kicks in and you have to make it look good. However, this is also around the same time w

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

here I start tearing my hair out. The client opens his mouth and buzzwords fly out left right and centre. You ask them to elaborate on them and in most instances they really can’t explain what they mean by them.

These buzzwords have become so much

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

of a parody of themselves that I have decided to list my top 5 all time favourites, despite me saying that these types of lists annoy me. (Cue the Bullseye music….)

Iiiiiiiiiiinnnnnnnnnn:

1. Fresh

This one annoys me so much! My interpreta

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

tion is that they want a design that hasn’t really been seen before and is at the cutting edge. How you can achieve this for a small business working with homeowners I have no idea. What they normally mean is they want it to be clean and simple.

2

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

. Funky

Nearly every client hit’s me with this one. I honestly have no idea what they mean by it. Do they want it to be a bit different; do they want their site to appeal to “the kids”? God knows! If you were dealing with a sport manufactur

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

Following aspects would a

er or a skate board company or a game development company then you could perhaps make their website a bit funky. However Bob’s Electrical Engineers just isn’t that!

3. Sexy

One word that I normally don’t associate with a client’s brand mos

dd to the challenges in developing combination products:

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

of the time is sexy. If you think electrical repairs, you most certainly don’t think sexy! Look around the room you are in now and look at the electrical items around you, perhaps a desk fan or a radio. Does it look sexy to you?

What do they expe

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

ct a designer to do? Go out and take a photo of a wall socket or a light switch and have sexy lingerie hanging from it or a semi naked women (or man) draped across the bonnet of their van? Apart from making their company image appear to be a sleazy

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

/sexist one, or god forbid a sexual innuendo, then I have no idea myself.

4. Professional

I love this one. I really do. Do they honestly think a designer would give them a design that makes them look like a bunch of clown’s who couldn’t br

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

eathe in and out without hurting themselves? Of course it’s going to look professional.

5. Modern

This one always has me in raptures. In Bob’s Electrical Engineers case, it’s a small business that is repairing electrical equipment and most

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

Professional from academic institutions, pharmaceutical industries, health care indust

often than not has a logo that is in a serif font (normally Times New Roman) and won’t/can’t pay for a re-branding. Most typographers and print designers will tell you out right that serif font’s portray an older image; something classical or cultu

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

ral. Modern is something that these types of fonts don’t portray.

This is where a designer has to come good and make that work to the best of their abilities.

Having worked in this industry for over 6 years you get used to these kinds of situatio

.

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

ns. Normally you hit the nail on the head no problem. There are occasions where you draw so much of a blank you miss the mark as well. This is where you need to work with your client and work in the same direction with them, and guide them in the d

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

Companies that provide selfless information through particip

irection you want them to go in; the direction of a professional, honest company that they simply want to portray. Ignore the buzzwords cause they normally don’t mean anything, and most the time the client can’t even tell you what they mean by them

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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When it comes to effective selling, one simple fact never changes: Selling is a relationship business.

If you work as an organizational consultant, you are sure to hear all types of request from clients. Instead of consulting with you the client actually brings you a solution that he or she wants implemented. You know that it is the wrong thing to do and more importantly it will not provide them the results that they are look for. So, what do you do?

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