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Underestimating the importance of image is a common marketing mistake. When we talk about image in business, it encompasses a broad spectrum. We’re talking about overall image of

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

storefront; interior design, marketing materials, website and even your people, (staff members). All of these elements determine how your business is perceived. They also tie in

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

Examples of combination products may in

with your overall brand and help people decide if they will do business with you, or not.

The heart of your business identity is your logo. It represents who you are and what y

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

ou do. The image of your business is the foundation of your marketing and advertising efforts. If your logo and identity package is weak, your advertising and marketing efforts w

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

ill not be as successful as they could be. If you aren’t familiar with the term “identity package,” it refers to your business cards, letterhead and envelopes.

Underestimating t

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

Combination pro

he importance of investing in your image is a common mistake of many start-up businesses. Some new business owners mistakenly believe that advertising, marketing, identity packag

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

es and promotional materials are expenses rather than investments. This can ultimately damage business success because first impressions do count and first impressions are most

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

often impacted by image and customer service.

Do not take shortcuts with this important image building tool. Remember, advertising and marketing are an INVESTMENT in your busin

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

ess, not an expense.

Sheila’s Story ~ An illustration of the importance of image: Sheila had just started her career as a real estate professional. She was at a local networking

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

function. When talking with Sheila she seemed like she had it all together. She’d obviously worked hard to get to this point in her career. Even so, she hadn’t invested in her i

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

entity package. She was distributing business cards she designed and printed at home. The cards had perforated edges and were on ultra flimsy paper. When she handed them out she

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

Following aspects would a

made another mistake. She apologized for the cards and mentioned she was just getting started and said “the cards would have to do for now.” This single interaction determined ho

dd to the challenges in developing combination products:

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

w potential clients viewed Sheila. After all, if she were willing to cut corners here, how reliable would her selling skills be? Image does matter. Make yours count.

A brand is

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

not a logo and a logo is not a brand ~

Logo: An identifiable insignia that represents a company.

Brand: The overall impression and experience that your customers receive from y

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

our business.

Your brand extends to the entire experience clients have with your business. From the moment a person calls or walks into your establishment or logs onto your webs

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

ite, you’re creating a brand.

Make your customer service count by keeping these brand experience elements in mind:

• While the heart of your business identity is your logo, the

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

Professional from academic institutions, pharmaceutical industries, health care indust

heart of your business is your people (staff).

• Your employees are an extension of your business. What they say and do at work affects your success.

• Your products and servi

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

ces are a direct reflection of your company values and core organization.

• Delivery counts. Do what you say you’re going to do; every time.

• Every contact a customer has with

.

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

your business will determine how they feel about your brand.

• The interior and exterior of your company influences how people feel about doing business with you.

By paying cl

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

Companies that provide selfless information through particip

oser attention to all of the elements of your image, you’ll improve public perceptions and customer service which will ultimately increase your sales and overall brand experience

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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Magnetic Ink Character Recognition (MICR) was developed to utilize the benefits of computer technology in the banking industry. Prior to the use of a MICR line, check sorting by account number was a manual process. Two systems were previously used to handle the large numbers of checks processed in the banking industry: Sort-A-Matic and Top Tab Key Sort.

Business owners have to keep a careful eye on the regulations put forth by the regulatory bodies in the United States. They also have to watch out to not become a target of the regulations, when those agencies are trying to prove self worth. One such agency, which needs a stronger over sight is the Federal Trade Commission in their enforcement on the franchise rule.

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