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Do you have any idea what role color plays in your marketing efforts? And if so, do you know what message your marketing efforts are conveying with the colors you use? Let me

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

tell you that the colors you use in your marketing efforts – your brochures, business cards, letterhead, signage, office interiors, and more – play a very important role in moti

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

Examples of combination products may in

vating people. The colors speak loudly and clearly, so I believe it is in our best interest to learn what the colors convey in our marketing.

The importance of color because

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

of its “hidden language” is well known. I witnessed this firsthand several years ago when I was asked to and agreed to participate in a study being conducted by the Harvard Bus

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

iness School. I was one of a selected number of executives to be interviewed and asked many questions about color and emotions about color. Major corporations that produced co

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

Combination pro

nsumer products sponsored the research. We were not told the specific sponsors.

Colors do stimulate our emotions and can generate negative reactions if used improperly. It ha

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

s been stated that lasting impressions are made within 90 seconds and color accounts for 60 percent of the acceptance or rejection. So pleased be warned – learn what colors wil

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

l mean to your prospects and what emotions they may trigger.

Since colors are so important, it behooves us to learn what message they convey in our marketing efforts. Here is

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

a brief overview to facilitate our learning some basics of the meaning of colors in our marketing.

Red: conveys aggressiveness, passion, strength, and vitality and is great fo

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

r accents and boldness. It also stimulates appetites and is associated with debt. It can be used to grab attention.

Pink: conveys femininity, innocence, romance, softness an

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

d health and is the most calming of all colors. It is used effectively for products and services related to romantic holidays.

Blue: conveys authority, dignity, security, and

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

Following aspects would a

faithfulness and implies fiscal responsibility and security. A majority of people say blue is their favorite color. It is good for building customer loyalty.

Green: conveys

dd to the challenges in developing combination products:

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

growth, tranquility, freshness, nature, wealth and status. It is effective in creating a calming effect or growth image.

Yellow: conveys optimism, good times, happiness and

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

can bring out creative thoughts. It can provide a relaxed feeling.

Orange: conveys fun, exuberance, new attitudes and is appealing to intellectuals. It is good for accenting

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

things and to create a playful environment.

Purple: conveys sophistication, royalty, mystery, prosperity, and spirituality and is good for upscale and artistic audiences. Pu

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

rple works when creating a premium service business.

Brown: conveys earthiness, woodiness, and natural.

Black: conveys authority, power, seriousness, boldness and can be som

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

Professional from academic institutions, pharmaceutical industries, health care indust

ber. It creates drama and is often a very good background color. It works well for high-end markets or in youth markets to add mystery to the business image.

White: conveys p

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

urity, truthfulness, cleanliness and refined. It can project neutrality.

Gray: conveys middle-of-the-road, somberness, practicality, and timeless. It is a good choice for co

.

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

nservative audiences.

Gold: conveys prestige, success, high quality, wealth and promise of better times. A good use is to symbolize high quality.

Silver: conveys prestige,

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

Companies that provide selfless information through particip

graceful, distinguished, and high tech. This is used effectively in the automotive world to symbolize sleekness and high tech and in senior products to symbolize graceful aging

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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One service, one big client, one product, does not make a one-person business that can thrive. And, it can get you in hot water if your one client with your one product or service is corporate - you start to look too much like an employee to keep the IRS happy.

Maintenance management, or equipment asset management, is based on the principle of implementing better and reliable practices in a factory or plant. It involves the use of fundamental safeguarding of asset management principles. This philosophy is called the results oriented maintenance. They follow other philosophies such as reliability centered maintenance, total productivity maintenance, total quality management and six sigma.

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Cases - What Color is Your Marketing and What is It Saying?

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