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Useful Advices - Build Brand Identity Through Product Branding
Building a product into a brand leader is not easy, but I truly believe that you can improve your branding impression if you follow these 2 rules; Passion & Consistency as well as the 4P’s of Branding that I have developed, PRODUCT – PLACEMENT
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
– PROMOTION – PEOPLE. These 4 P’s will enable you to check the way your brand is interpreted. Each of these very distinct headings has an impact on your brand, and the brand in turn will affect each of these areas. For those of you who have g
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ne through Marketing 101, you will see that the only difference between the 4P’s of Marketing and my 4P’s of Branding, are People, and people affect the brand more than any other area.
Product
Imagine this scenario, it’s lunchtime, you have
Product
Imagine this scenario, it’s lunchtime, you have
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ecided, after working in your office all morning, that you would like to have an orange for dessert. You drive to the local supermarket, go to the fruit department, and find that there are only 2 oranges left, they both look the same until you
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
pick them up. That’s when you notice that one of them has Sunkist stamped on it. Which one will you buy? Well if you are like 99.999% of the country, you will by the Sunkist orange. Why? Because over the years, Sunkist has promised you an ora
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ge that not only looks good, tastes good, but is also good value for money. Now comes the kicker, you see, there is very good chance that you would probably still buy the Sunkist brand, even if you had to pay a penny or so more for it. That is
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
what building a brand leader is all about. At the moment of truth, if all things are equal then there is a good chance that the “brand” will be the purchase choice, and even command a premium price for the product.
Placement
Next is Placemen
Placement
Next is Placemen
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
t. In my brand concept overview I have listed Distribution, Location, Stores, Transportation and Plant. Now these are generic headings, and you may well be able to add more that are pertinent to your specific industry. I want you to imagine th
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t all of these areas are like a full-page advertisement for your company. They should all have the communications message that is consistent with the rest of the campaign approach you are now working on. I know that this is somewhat unusual, b
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
t every single piece of communication affects the end user or consumer in some way shape or form. You see it really is the logo on the truck, but it’s also the logo on the driver’s shirt, the cleanliness of the truck and the way in which the d
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
livery person interacts with the customer. They should act the way you want them to, the way you want your brand to be enacted. This should all be scripted, leaving nothing to chance or choice! They are your brand image.
Promotion
Promotion
Promotion
Promotion
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
is the area that we think of most when discussing brand and brand impression. Promotion covers the vast area of communication. From the very essence of the brand to it’s image, Advertising, Sales Promotion, Direct Mail, Internet advertising, P
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
blic Relations, Marketing, Sales Force, and Point of Sale. There are so many different elements, that it would take a whole series of articles to even get started. However, I would strongly recommend that you remember what I said at the beginn
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ng, “Consistency” should be pervasive throughout all of the components. Sometimes you don’t have to have a great design as long as you are consistent with the creative and the message.
People
As I mentioned earlier, People are the one area t
People
As I mentioned earlier, People are the one area t
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
hat makes my 4P’s of Branding different from the 4P’s of Marketing. People are involved in every step of the production of your product or service, and people are the Brand. Your employees, Dealers or Distributors, End Users, Vendors, Friends
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
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
nd honestly the Rest of the World. Every employee represents the brand, the people in the Accounting Department, Shipping, Research, Legal, Shop Floor, Marketing, and on throughout the company. It’s not just the Sales Department! Think about t
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
is - your accounting department calls someone in your clients accounting department on a regular basis. Maybe it’s to chase money, to clear up a billed consignment that perhaps got lost. But this is also a chance for your accounting person to
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
get a little closer and find out how your company is doing with them, the customer. This is a great opportunity to get inside information.
How are we doing? Why do you think our competition is getting the lion share of the business? How can w
How are we doing? Why do you think our competition is getting the lion share of the business? How can w
.
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
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
do a better job for your company? And many other questions that you would like answered, I would go so far as to try to get these two people together, give them the opportunity to get closer, go out to lunch on you. It will pay back dividends
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
in the long run.
There are many more opportunities to make your brand grow, make sure you follow the golden rules, passion, consistency of message and multiple quality impressions, and your brand will be on it’s way to becoming a brand leader
There are many more opportunities to make your brand grow, make sure you follow the golden rules, passion, consistency of message and multiple quality impressions, and your brand will be on it’s way to becoming a brand leader
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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