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Main Subject - Six Steps To Developing A Marketing Message That Sells
All too often companies spend a lot of time and money developing their logo and the graphic look and feel of their promotional mat
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
erials - important aspects of effective marketing - while giving only cursory consideration to their marketing message - an equall
; 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
y important component to successfully promoting your business. Development of your marketing message should be given at least equ
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
l time as development of the graphic elements or what is commonly referred to as the "look and feel".
Here is a six step process
Here is a six step process
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
that will help assure your marketing message will sell.
1. Capture the attention of your target market with a headline that clea
1. Capture the attention of your target market with a headline that clea
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ly defines who you are talking to. If you are selling to retirees your headline might be something like, "If you are 65 or older.
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
”
2. Identify the problems, symptoms, issues, needs and wants of your target market. You must start with where they are and the
2. Identify the problems, symptoms, issues, needs and wants of your target market. You must start with where they are and the
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
n move them to the action you want them to take. To continue our example, if you are looking for retired people to volunteer time
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
to a cause your sub-head might read, “ And looking for a way to make a difference in the lives of others".
3. Provide a brief de
3. Provide a brief de
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
scription of the product. This is the features of your product or service. Be sure you describe features that matter to the targ
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t market you are communicating with and that you describe them from the target market's prospective. In other words, talk about w
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
hat your customer is buying - not what you are selling.
4. Describe the benefit and the value that the customer will derive from
4. Describe the benefit and the value that the customer will derive from
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
purchasing your product or service (or from taking the action you want them to take). Again these benefits must be pertinent to
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
he customer group you are selling to.
5. Give your message credibility. This could include testimonials, case studies, or money
5. Give your message credibility. This could include testimonials, case studies, or money
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
-back guarantees.
6. Specifically state the action you want the recipient of your message to take. For example, "Pick-up the ph
6. Specifically state the action you want the recipient of your message to take. For example, "Pick-up the ph
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
ne now and call 111-222-3333 to register" is much more likely to lead to action than simply giving a telephone number and assuming
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
that if the person wants to register they will call the number. Whenever possible, you will also want to offer multiple ways for
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
people to take action (i.e. phone, email, fax, regular mail, and website).
Follow these six simple steps and you'll have a marke
Follow these six simple steps and you'll have a marke
.
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
ing message that sells. And the great thing about investing in development of your marketing message - just like your logo - you
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
will be able to - and you will want to - use it in all your promotional materials from your 30 second introduction to your website
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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