Subjects - Business

Don't think branding. Think brand power.

As a small business entrepreneur, you are savvy enough to know that branding isn't just for large multinational corporations. However, when it comes to branding there is still too much attention given to colors and designs and n

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

ot enough given to achieving brand power. Visibility and repetition are the keys to success and can even overcome average designs. When you are imagining what your logo should look like, don't stop there--imagine where it will go. Imagine the knowledgeable and helpful staff be

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

Examples of combination products may in

ind it. Now you are thinking brand power.

The Logo

Ideally you want your logo to represent the reason why you are in business in the first place. Read your mission statement of how you intend to win in business, then look at your logo. Ask yourself, "does this design

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

represent our company's beliefs and the services we will provide?"

Invest, but don't over spend on the logo. One could argue that visibility is more important than looks if you had to choose. Let's examine Google's logo. It has a simple, almost amateurish look. This is probab

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

y planned, but it's not going to find its way into too many coffee table design books. And it does not matter, not one little bit. The success of Google's logo is visibility. The logo is everywhere. It's achieved global familiarity and with it trust, if not awe.

This is why y

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

Combination pro

u should include your logo on every piece of communication. Put it on every web page of your site, business cards, letterhead, envelopes, invoices, yellow page ads, building signage, newsletters, web buttons, promotional collateral, even small ads. If you've got a solid busine

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

ss and you give that logo visibility, you'll find yourself with some brand power. Then perhaps if your logo is next to a competitor's, they'll click your hyperlink. Familiarity will lead to increased sales.

Web Presence

Since you haven't overspent on your logo, you ca

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

put a little extra into your web presence. It's not good enough to have just any website, it must have a clean design, easy navigation, and quality content. All these things are ingredients of Internet brand power.

One of the most common misconceptions is that you are "done"

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

once the site is uploaded to the web. Nothing could be further from reality. It is only the beginning. Now you must achieve high search engine rankings. And this takes time and sustained effort. This is the web visibility game and if you don't know how to play it, you would be

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

well advised to get quality help. Your website is your store no matter what you are selling and you need to get visitors in the door and convert them into customers.

Quick Tip: Launches are newsworthy. Once your website is live and you've had a chance to polish it just a lit

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

le bit, you should issue online press releases about your new company. It's an affordable and effective way to get instant interest.

Print Collateral

Depending on your business, you may need a marketing folder with sales sheets inside or perhaps a tri-fold brochure. Y

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

Following aspects would a

u can also prepare a one-page corporate overview and have an online printer turn it into a marketing slick for a few cents per print. A one-pager can be a vital catalyst for conversation or a leave behind when you meet a prospect.

Make sure you write short sentences in short

dd to the challenges in developing combination products:

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

paragraphs and bold your headings - prospects will skim first and then read deeper if you have them hooked. Your one-page overview should begin with your USP (unique selling proposition) and then lead into the target audience benefits. List a comprehensive set of services. Don

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

t forget your physical address, phone number and web address.

There are two trains of thought when it comes to the call to action on a marketing piece. Since you have a great new website, you certainly want to encourage people to visit. However, some companies are now moving

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

ack to emphasizing the phone number over the web address. Phone interaction gives you an immediate "live" opportunity to convert the visitor into a consumer and also get some feedback.

The Modern Marketing Mix

You've got your logo, letterhead, all your print collatera

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

l, and website. You are now ready to present your business to your audience through marketing. It's best to have a multi-faceted approach to your marketing plan. You can launch a direct mail campaign or sponsor an event. The traditional methods of print, television, and radio

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

Professional from academic institutions, pharmaceutical industries, health care indust

advertising as well as trade shows are also effective if they are well executed and in your budget.

Quick Tip: running a promotion or offering a free service are both good launch practices.

If you can write in an engaging manner, then you have tremendous affordable marketing

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

power at your fingertips. Blogs bring web traffic. Submitting articles to trade magazines or Ezines create interest and also bring traffic. RSS feeds may very well become such an integral part of business success that they'll make the meta tag craze look silly.

Choose a few o

.

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

ptions you can afford and then go for it. As time goes on make a wish list for marketing options down the road.

The Brand New You

You are set now with an intelligent launch. You haven't overspent on your logo, you've got a professional website, you are achieving great

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

Companies that provide selfless information through particip

web visibility and you have a sustained marketing campaign to get yourself in front of your target audience. Just don't forget that some of the best brand power will come from you and your employees. Passion and knowledge go a long way to building your brand and launch success

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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Have you been complimented on your unique gifts for years? Do people always ask you for gift ideas for their friends and family? Then why don't you turn your talent into a hot new business with a gift basket business?

Snuggle up in a comfortable spot and just share your dreams and visions with God. Tell Him what you would do, where you would do it. who you would do it with. Just poor it all out and then take time to listen. He will give you feedback!

It's easy to get lost in the business shuffle these days. There are hundreds of companies that produce similar products or provide parallel services, but how do you make yours distinct? There are a lot of ways and only one highly important characteristic to a successful business. It is branding. Below are key points to follow when brainstorming your brand.

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