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Main Subject - Traditional Offline Marketing - Part V
Don’t think of these methods as too simple or mundane. They are very effective when done
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
right and combined with other techniques in this report.
Value-Paks – Similar to card de
Value-Paks – Similar to card de
; 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
cks, “value-paks” are little booklets with multiple ads. They are mostly used with coupon
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
s, rather than business reply cards.
Ad Magazines – You’ve seen them. Magazines that are
Ad Magazines – You’ve seen them. Magazines that are
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
little more than a collection of space ads. They are usually local, and the ads in them
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
usually aren’t direct response. By putting your direct response ad there, you stand out
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
over all the other ads. But the downside is that these magazines tend to be less niche-fo
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
cused (although there are certainly exceptions, with the real estate and automobile-theme
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
d magazines and newspapers).
Catalogues – Your catalog doesn’t have to look like L.L. Be
Catalogues – Your catalog doesn’t have to look like L.L. Be
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
an or the like to be effective. A good one to study with respect to the ads themselves is
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
the J. Peterman catalogue (check out http://www.jpeterman.com).
Here’s a good way to st
Here’s a good way to st
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
art small and work up from there in developing a good catalogue:
a) Try a simple double-
a) Try a simple double-
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
sided flyer first and test response.
b) Make sure you locate highly targeted lists,
b) Make sure you locate highly targeted lists,
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
as the wasted cost of mailings is going to be your biggest expense.
c) Continue to e
c) Continue to e
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
xpand, test, and tweak. Test everything—your layout, your copy, your prices—until you fin
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
d the best combination.
Other ideas are traditional, but not used as much, or I should s
Other ideas are traditional, but not used as much, or I should s
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
ay not always used as effectively as they could. Direct response marketing and publicity
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
are two that come to mind.
And then there are really creative ideas that are often overl
And then there are really creative ideas that are often overl
.
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
ooked, such as valuable joint ventures and strategic alliances. Some of these ideas have
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
the potential to really deliver a lot of leads and sales with minimal traditional “work.”
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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