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Main Subject - Finally The Truth That Dare Not Speak Its Name Is Beginning To Emerge!
The age of the 30-second TV commercial is over.
There’s a lot of hand wringing on Madison Avenue these days. Companies like Virgin Atlantic are concluding that advertising on TV is too pricey and
There’s a lot of hand wringing on Madison Avenue these days. Companies like Virgin Atlantic are concluding that advertising on TV is too pricey and
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
the effects too difficult to measure.
The industry must adapt to a coming world where consumers enjoy total control and will no longer tolerate tedious commercials that hold them hostage to messa
The industry must adapt to a coming world where consumers enjoy total control and will no longer tolerate tedious commercials that hold them hostage to messa
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
es they care nothing about.
There are still a lot of people in the business that don’t accept what is about to happen. That is myopic. Perhaps it is time for the advertising and TV industries t
There are still a lot of people in the business that don’t accept what is about to happen. That is myopic. Perhaps it is time for the advertising and TV industries 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.
get contact lenses, because the latest research suggests that trouble lies ahead.
However it is what was not said in the article that confirms the impression that most people in the industry(s) s
However it is what was not said in the article that confirms the impression that most people in the industry(s) s
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ill do not understand what the process of communication is all about.
To start with, advertising people tend to think of it as ‘message sending’, and thus spend hours and hours crafting a message,
To start with, advertising people tend to think of it as ‘message sending’, and thus spend hours and hours crafting a message,
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
primarily a 30 second TV Commercial and then arranging for it to be transmitted.
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t
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
cottoned on to the fact that “you can sell more goods to less people, and still be more effective”, that is if you understand the benefits of ‘conversations’.
Media people, newspapers, magazines,
Media people, newspapers, magazines,
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
V and radio lovingly call themselves ‘the communicators” and say they “are in communications.”
They are not…never have been… all they do is prepare messages and then send them…they most certainly
They are not…never have been… all they do is prepare messages and then send them…they most certainly
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ot communicators.
They are totally unaware of those delightful words cognitive dissonance; selective exposure and selective perception. Wonderful words that, however, profoundly affect the meani
They are totally unaware of those delightful words cognitive dissonance; selective exposure and selective perception. Wonderful words that, however, profoundly affect the meani
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
ng of our message and we ignore them at our peril!
However it is the ego that chooses to ignore the word communication, the ego and that other overworked word ‘creativity’, hence the rush to hire,
However it is the ego that chooses to ignore the word communication, the ego and that other overworked word ‘creativity’, hence the rush to hire,
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
at greater and greater expense the latest creative genius who is going to sell all those wonderful goodies! Utter rubbish!
Certainly in this day and age of commercial clutter creativity alone i
Certainly in this day and age of commercial clutter creativity alone i
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
no longer the answer, as if it had ever been, to the commercial needs of marketers. Creative genius is not the sole criterion to the success or otherwise of the marketing campaign.
So let us e
So let us e
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
amine that word ‘communication’ a little more closely:
A dictionary definition of communications is as follows: communication. n. 1. a transmitting 2. a) giving or exchange of information, etc. b
A dictionary definition of communications is as follows: communication. n. 1. a transmitting 2. a) giving or exchange of information, etc. b
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
y talk, writing b) the information so given 3. a means of communicating 4. the science of transmitting information.
The interesting fact is the expression ‘the exchange of information’ Communicati
The interesting fact is the expression ‘the exchange of information’ Communicati
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
n is not a one-way flow of information.
Talking at or to someone does not imply successful communication.
This only occurs when the receiver actually receives the message which the sender intende
Talking at or to someone does not imply successful communication.
This only occurs when the receiver actually receives the message which the sender intende
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
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
to send. Message rejection, misinterpretation and misunderstanding are the opposite of effective communication.
However most advertising today depends on a single-step communications model. A
However most advertising today depends on a single-step communications model. A
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
essage sender – the message – receiver.
This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.
In this case if th
This basic model assumes that the sender is active, whilst the receiver is inactive or passive and the message is comprehended properly.
In this case if th
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e advertisement is creatively prepared and sent through the right medium and, if it cuts through all the other noise, and then if it is decoded correctly the advertisement has done its job!
Dealin
Dealin
.
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
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
with the future will require significant changes in the ad industry. Media research- how advertisers measure what people watch and how they respond to ads-will have to get considerably savvier a
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
out gauging media consumption habits.
Creative ad teams will have to understand the communication process better and then make involving ads that people are actually interested in reading/watching
Creative ad teams will have to understand the communication process better and then make involving ads that people are actually interested in reading/watching
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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