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You probably already know all about SWOT analysis. You might even have your oppositions target demographics, market share and sales figures on hand. But have you ever applied the sa

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

me type of stringent methodology to analysing your competitors’ visual presence in the marketplace? A graphic design audit is a fantastic and relatively easy way to get a clear pict

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

Examples of combination products may in

re of how your competitors are perceived, what key messages they are communicating and how you look when placed alongside them. It’s also a valuable exercise that informs you about

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

the type of communication your customers are receiving on a regular basis from your key competitors.

So how do you do it?

The first step to a graphic design audit is to com

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

ile every piece of sales and marketing collateral you can find from the competition. This includes trawling through their website and taking screen grabs of key pages, subscribing t

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

Combination pro

o their mailing lists, getting your hands on their brochures, purchasing their products so you can have a look at packaging etc. etc.

According to Peter L. Phillips author of "Crea

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

ing the Perfect Design Brief – How to Manage Design for Strategic Advantage", one of the best, least expensive and fastest methods is to attend all industry trade shows. There is no

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

thing illegal, unprofessional or immoral about this practice. Business is merely a game we are playing to win after all!

Mr Phillips also suggests using your sales force members to

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

find out what the competition are up to. As they come into direct contact with customers every day, they can often pick up competitive literature from the customer. They only need

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

to know what you need and of course why you need it.

So once you have compiled the information, what do you do with it?

The best way to start is by putting your competitors’ info

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

mation up on the wall and analysing them one by one. Invite as many people as possible from your sales, marketing and business teams to give their individual opinion on what design

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

Following aspects would a

elements are working very well for the competition, and what weaknesses they can see. By starting your analysis on your competitors first, you will build up a bit of objectivity so

dd to the challenges in developing combination products:

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

ou can then turn the same harsh critique onto yourself.

Look for ways the design and language make a document unique. Do they have a friendly look and feel that reflects more perso

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

nalized service? Do they look more professional than you? Why? Is it because the page is less cluttered, the colours are more toned down or some other reason? Is their website easie

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

to navigate than your own? What do you think their reasons behind these choices were? Is there anything you can learn from them? Most importantly, how are these competitors using

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

design for competitive advantage?

Now for the hard part - using the same analysis on yourself. Reassure your staff that this is not an exercise where they need to defend their work

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

Professional from academic institutions, pharmaceutical industries, health care indust

it is merely a way of gaining useful information that could give you a competitive advantage that improves your bottom line. This aspect of the audit sometimes proves a bit tricky

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

so you might need an independent opinion from a graphic design firm that understands the process to help you out.

It is amazing how much strategic information this process can gene

.

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

ate. It will give you new ideas and a fresh perspective that can influence the entire way you approach your marketing for the year. And considering a lot of businesses think of grap

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

Companies that provide selfless information through particip

hic design as an annoying inconvenience, if you are the first to use this more strategic approach you will find it is another tool to help you stay one step ahead of the competition

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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