Main Subject - Business

How do you measure the effectiveness of your advertising? Do you look only at whether or not you have had an increase in sales or enquires subsequent to the publication of an advertisement, or do you i

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

nclude product or brand awareness in your evaluations?

The most suitable criteria for evaluating the effectiveness of advertising, depends on a number variables, such as the advertising goals, the typ

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

Examples of combination products may in

of media used, the cost of evaluation, the value that the business or advertising agency places on evaluation measures, the level of precision and reliability required, who the evaluation is for and t

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

e budget. It is difficult to accurately measure the effectiveness of a particular advertisement, because it is affected by such things as the amount and type of prior advertising, consumer brand aware

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

ess, the availability of cost effective evaluation measures, the placement of the advertising and a range of things about the product itself, such as price and even the ability of the target audience t

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

Combination pro

remember.

There are a number of different models for measuring advertising effectiveness.
• E. Pomerance suggests that advertising agencies might attempt to measure effectiveness under the fiv

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

headings of Profits, Sales, Persuasion, Communication and Attention (Wheatley, 1969, p.91). He uses a cube diagram to illustrate how to evaluate advertising that recognises the effect of repeated exp

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

osures (Wheatley, 1969, p.93).

• Lavidge and Steiner suggest a model for ‘predictive measurement of advertising effectiveness’ (Wheatley, 1969, p.7), which recognises various stages of purchasing beha

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

iour, and suitable measures for each stage. Kotler and Armstrong call these stages, 'Buyer readiness stages' (1996, p.463-464). They may be viewed like this: Awareness  Knowledge  Liki

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

g  Preference  Conviction  Purchase (Wheatley, 1969, p.7).

• Kotler and Armstrong suggest that two areas need to be evaluated in an advertising programme. They call them the ‘

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

ommunication effect’ and ‘the sales effect (1996, p.507-508). To evaluate the sales effect, company information about sales and sales expenditure would be needed. To evaluate the communication effect

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

Following aspects would a

Kotler and Armstrong (1996, p.507-508), suggest using a number of research tests. They suggest that these evaluation measures are not perfect.

Surveys and brand/product recognition tests after an ad

dd to the challenges in developing combination products:

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

ertising campaign are sometimes used in a two pronged way to advertise and gather evaluation information. Effectiveness of online advertising is sometimes measured in terms of the number of page view

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

collected through various forms of counters and search engine page rankings.

One cost effective way of evaluating the effectiveness of the advertisement in terms of sales and movement towards purchas

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

ing is what Kotler and Armstrong (1996, p.480) call Integrated Direct Marketing. It is marketing that has a response section which can lead to more appropriate communication between the company and the

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

prospect. This can also give the company the opportunity to trigger further movement towards purchasing, so it has the potential to have a greater impact on sales than a similar advertisement without t

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

Professional from academic institutions, pharmaceutical industries, health care indust

e response section. It is not only online advertisers who are using this method of requiring an email contact address and giving the customer a choice of receiving more information or newsletters about

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

their product/s. Vouchers and coupons have been used in a similar way.

All advertisements have the potential to trigger some form of purchasing behaviour. Effectiveness may have more to do with the r

.

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

adiness of the viewer to consider the benefits the advertisement promotes, than the advertisement itself. It may be more cost effective to invest in finding creative ways to measure the effectiveness

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

Companies that provide selfless information through particip

of an advertising campaign that is part of an advertising campaign in itself, but at the end of the day your goals are the key. It may come down to estimating how happy you are with what you are doing

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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Well, we are into the New Year and everyone is making resolutions on how to improve in 07. It's time to think about your product and it's packaging too. Just like we do with our mental, emotional and physical aspects of our lives, think about improving and updating your packaging. You want it to mesh with consumer wants and needs. Consumers are a moving target and what worked last year may not work in the years to come.

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