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Main Subject - The Coming Television And Advertising Storm, What You Need To Know About The Future!
The current methods of advertising/marketing are based on deluded knowledge of communication and human behaviour, and are about to implode.
People in advertising are bad at thinking coh
People in advertising are bad at thinking coh
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
erently about the future, they prefer whatever is present to the distant and remote.
One thing is for sure, with the changes already occurring they are going to have to make huge sacrif
One thing is for sure, with the changes already occurring they are going to have to make huge sacrif
; 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
ices on behalf of the future.
Advertising Agencies have allowed widespread short-termism. With no long-term view on the actual process of communication and all the other attendant pro
Advertising Agencies have allowed widespread short-termism. With no long-term view on the actual process of communication and all the other attendant pro
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
blems, clutter, the Internet, the process of communication, accountability, customer indifference, lack of attention, the loss of trust, to mention just a few!
The Storm 1.?
Well, to s
The Storm 1.?
Well, to 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
tart with the traditional TV stations are being buried beneath a blizzard of devices, and there are new services such as ViewmyTV which claims to offer "hundreds of live streaming channe
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ls from all over the world".
People are watching TV differently, fast forwarding through TV adverts or waiting for a drama series to come out on DVD to "Binge" watch all weekend.
Telev
Telev
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
ision broadcasters face "severe pressure" as advertisers abandon traditional media in favour of the Internet. So says Sir Martin Sorrell, head of WPP.
Television is under severe press
Television is under severe press
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
ure at the moment from the Internet. There has been a fundamental shift and the pace will quicken.
There speaks a person who is himself under severe pressure, he cannot help but think
There speaks a person who is himself under severe pressure, he cannot help but think
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
short-termism, it is in his financial interests to remain the one-way passive advertising scenario advocate.
There is a substantially better way of solving all of the problems faced by
There is a substantially better way of solving all of the problems faced by
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
the advertising world immediately, but yes, as mentioned above, it calls for supreme sacrifices. The first sacrifice is for advertising agencies to say "Yes, we were wrong, our method o
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
f reach, frequency, creativity and clutter" was the totally incorrect method of communicating with customers. Together with our slavish adherence to the 30-second TV commercial."
Frankl
Frankl
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
y I doubt if they can bring themselves to do that! Do you?
The Storm 2.?
Your customers are sick to death of being treated as mere abstract numbers. Advertising has dehumanised and
The Storm 2.?
Your customers are sick to death of being treated as mere abstract numbers. Advertising has dehumanised and
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
depersonalised the whole process of communication – there just never was a mass market!
They are also sick to death at the rampant corporate dishonesty all around them, again more evid
They are also sick to death at the rampant corporate dishonesty all around them, again more evid
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
ence of Management being totally unaware of the real world and the communication process. Evidence of their ability to dehumanise and depersonalise the process of marketing.
It would a
It would a
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
ppear that customers cannot trust anything or anybody these days. There was a time, for example, when we trusted our banks to look after our best interests and play fair with their ch
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
arges. If so these days are long gone. The bond of trust has been broken, not only in banking, and people are rightly suspicious. And all the advertising in the world cannot help
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
you solve that problem!
However Interactive Marketing Communication could be a positive start to resolving all the problems facing advertising and marketing. Interaction can be defined
However Interactive Marketing Communication could be a positive start to resolving all the problems facing advertising and marketing. Interaction can be defined
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
simply as straightforward communication between two parties.
Presently we are in danger of losing the real meaning of interaction, as we tend to focus discussions on the emerging techn
Presently we are in danger of losing the real meaning of interaction, as we tend to focus discussions on the emerging techn
.
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
ologies and neglect the communication process itself. With an understanding of the real meaning of Interactive Communication, existing media can be made interactive, and subsequently f
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
ar more cost effective.
Interactive Marketing Communication turns passive advertising into active advertising and actually alters behaviour during the communication and learning process
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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