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Brand Worksheet #1

Circle the best description of your company for each line:

1. La

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

rge company Small or specialized company

2. Formal Casual

3. Well Established New

4. Fun Subdued

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

Examples of combination products may in

5. Innovative Traditional

6. Economical Expensive

7. Classic Contemporary

Brand Wor

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

ksheet #2

Assessing where your brand is today:

Determine all the places 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

r brand touches your customer. Make an exhaustive list.

Determine all the places your br

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

Combination pro

nd touches your internal customer (you and your employees). Make an exhaustive list.

Cond

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

uct customer surveys to find out how the customer views you and your company.

Evaluate th

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

e customer surveys and lists to determine any gaps between what your brand should be and what is curren

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

tly there.

Make an action plan to correct and fill the gaps so that your brand is consist

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

ent in all areas and all places it makes contact with your customers.

Next you will find

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

number of questions that will help you check on the health of your brand.

TOP TEN QUESTI

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

Following aspects would a

ONS TO CHECK YOUR BRANDS HEALTH*

Does your brand have a well-defined identity?
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
r>
How well is your brand known?
Do customers perceive a meaningful difference

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

between your brand and competitive brands?

Does your brand offer a distinctive value prop

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

osition to all markets?

Is your brand value proposition an explicit promise to your custo

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

ers?

Have you developed a brand system?

Do you have specific plans to imple

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

Professional from academic institutions, pharmaceutical industries, health care indust

ment and operationalize your brand strategy?

Do you have someone in charge of the brand w

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

ho has both responsibility and authority?

Do you set and measure specific brand objective

.

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

s to determine brand ROI?

Do you consistently invest to build long-term brand equity?

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

Companies that provide selfless information through particip

*Developed in collaboration with Riley Design Associates, LLC and Nelson & Compan

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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