Other Articles - Business

Most people, when they hear the word branding, think logos - but in fact, branding is really much more than that. A brand involves blending the image, purpose, and focus of your busine

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

ss, with your core marketing message, and coming up with something which will stick in the minds of people who encounter it. As a business or an independent professional, it is who you

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

Examples of combination products may in

are and what you do, packaged neatly, clearly, and memorably. A logo is only a tangible representation that works to reinforce a brand.

So - what kind of personality does your busines

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

s have? Is it conservative and solid? Outgoing and fun? Or robust and strong? And, what is your business focused on doing? Whom do you want to work with? How does your business differ

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

rom the competition? And what makes it so special, after all? Do not try to name every special quality or unique selling point - you can actually build a brand on just one unique quali

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

Combination pro

ty! Once you can answer these questions, you can begin to create your brand. The question is what you want YOUR brand to leave behind in people's heads.

Practically any business or pr

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

fessional can benefit from a strong brand. But branding is even more important for micro businesses and independent professionals because they face tighter competition. A well executed

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

brand and identity can help them compete on a larger playing field, appear more professional, and stand out from the hordes of competitors.

Once you determine how you want to be reme

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

bered, your image and your message will need to communicate that. The image can simply be a consistent look used in all your correspondence, a logo that marks everything that comes fro

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

m your business, and the identity you use on your web site and brochure. The message can be a tag line, your 30 second "elevator speech," and woven through the content on your web site

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

A logo is only one manifestation of brand identity, used to create a memorable impression, but it is useless if you have not clearly defined your audience and the focus of your busin

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

Following aspects would a

ess. There are plenty of clearly branded businesses using only consistent fonts or colors in their marketing collateral. But whatever you decide chose one image to stick with through a

dd to the challenges in developing combination products:

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

l your business communication, and make sure that image is professional. In other words, if you do not have the resources or finances right now to have a professional image developed f

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

or you, work with less, rather than using badly formatted clipart or a layout that makes you look amateurish or cheap. That approach can only hurt your business and your brand, so find

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

the level that Works for you without a negative effect.

Once you determine what brand you want to create, and have developed an identity to accompany it, the work has just begun. You

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

will need to vigilantly reinforce your brand every moment you are in business. Your brand needs to affect everything your business does, everything you and your employees say, and ever

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

Professional from academic institutions, pharmaceutical industries, health care indust

bit of information that comes out of your office. Letterhead, invoices, proposals… these should all consistently promote your brand. In your voice mail, in your email sig, and every t

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

ime someone says, "What do you do?" your brand should come out to shine. Domain names and web site content should, again, reinforce your brand. Everywhere you use your brand with consi

.

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

tency, you are communicating with the voice of your company.

Be aware, though, that this does not happen overnight - your brand will need to build over time. Develop a strong brand, a

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

Companies that provide selfless information through particip

nd use it consistently, and more and more often, your brand will pop into people's minds when they have a need that you can provide.

Eileen 'Turtle' Parzek (c) 2003 All Rights Reserve

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.otherarticles.org.ua/article/8385/otherarticles-How-To-Create-A-Brand-That-Sticks.html">How To Create A Brand That Sticks</a>

BB link (for phorums):
[url=http://www.otherarticles.org.ua/article/8385/otherarticles-How-To-Create-A-Brand-That-Sticks.html]How To Create A Brand That Sticks[/url]

Consultants News, of Peterborough, NH, is probably the most prestigious consultants news letter published and features world wide distribution. Awhile back, because they receive many questions about “how to value consulting firms” . . . . .

Mike Litman Discusses Success Secrets from Jim Clark. Jim Clark is the founder of Netscape Communications Corp., Healtheon/Web MD Corp., and Silicon Graphics, Inc. Currently he serves as Chairman of the Board for myCFO, which he also founded.

The Better Business Bureau recently issued a national alert to warn consumers and businesses about two questionable operations that are falsely using the BBB name to scam victims. One business is pe...

Tags

Links

Other Articles - How To Create A Brand That Sticks

Related Articles: