Main Subject - Business

As a marketing consultant and copywriter, I see horrible marketing everyday. The most common mistake I see is what I call, "me too marketing".

"Me too marketing" is when a business creates a marketing pie

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

ce (advertisement, brochure, sales letter, website, etc.) that looks and reads like an exact copy of their competition’s marketing. Instead of demonstrating why their product or service is unique and offer

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

Examples of combination products may in

outstanding benefits, they say exactly what their competition says.

For proof of "me too marketing", go to your phone book and look at advertising in almost any category. You can basically exchange the c

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

ompany names in the ads and the ads are identical. Nearly everybody is using the same dull clich?s such as, "Our customers are #1", "Serving your needs for xx years", "Family owned", "Best Service", "Frien

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

ly Service", "Great Selection", etc. This kind of advertising is SO BORING and overused. That is why it produces such horrible results. If you want to have marketing that generates a lot of quality leads a

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

Combination pro

nd puts you ahead of your competition, you need to be different and prove why your product or services offers the best benefits to your customer.

To make your marketing great so it consistently generates

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

igh quality leads, here is a list of the differences between great marketing and terrible marketing:

1. Great marketing includes an attention-grabbing headline that calls out to the target market and make

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

s a benefit-based promise. Bad marketing does not include a headline and hopes that the reader will find the graphics interesting enough to read the marketing piece. Big mistake!

2. Great Marketing focuse

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

on a powerful benefits-based sales message and promise. Bad marketing focuses on aesthetic graphic design and being "cute and creative" and using as little sales text as possible. A great sales message is

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

a message that promises a specific result. For example, "If our skin care product does not make your face look 10 years younger in 30-days or less, we’ll give you a 110% refund!"

3. Great marketing offer

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

quantitative proof of why a product or service is better than the competition. Bad marketing just says, "we are the best." For examples of how to show proof that your product is better than the competitio

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

Following aspects would a

, your marketing should make statements that you can prove such as, your widget lasts 3.7 times longer, it costs 27% less, our company offers a 90-day 100% money-back guarantee while our competitors offer

dd to the challenges in developing combination products:

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

no guarantee, our widget is guaranteed to last 5 years or we will replace it for free, while our competition only offers a 6-month replacement guarantee, etc. You need to make your marketing promise so str

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

ng that people would have to be a fool to do business with anybody but you.

4. Great marketing uses customer testimonials to give social proof of the quality of a product or service. Bad marketing does no

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

t. How many times have you purchased something because you read a lot of customer testimonials praising the quality of the product? I know I sure have. Testimonials are one of the most powerful marketing t

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

ols you can use, so take advantage of them and use them in ALL of your marketing. You will instantly generate more sales.

5. Great marketing asks the customer to purchase by a specific date and explains s

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

Professional from academic institutions, pharmaceutical industries, health care indust

tep-by-step how to place an order. Bad marketing does NOT ask the customer to buy and does not have a time-limit for the offer. To make your marketing great, you must ask for the order and give a specific

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

ime-limit for taking advantage of the offer. For example, "Buy our widget by March 25 and get an instant 10% off", or, "Buy our widget by March 25 and get a second widget at half price". You may think this

.

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

is a clich? but it works over and over. That is why you see it used so often on TV, particularly in infomercials and other direct-response advertising. I promise you that these companies would not be maki

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

Companies that provide selfless information through particip

g these offers if it was not leading to a lot of sales and profits.

If you apply these simple strategies in your marketing, I guarantee you will see an increase in sales. Remember, fortune favors the bold

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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As the company to ever create an online pharmacy, CVS has brought a new flavor to the pharmaceutical industry. Currently, Consumer Value Store is #53 of fortune 500 companies. The company operates primarily from prescription drugs sales which accounts for 70% of its total revenues.

When a business is trying to generate publicity, it can be hard to think beyond the current campaign and the daily issues that bog any business owner down. However, taking the time to plan a campaign carefully -- whether it's a national campaign or drumming up business in your local area -- can lead to results years down the line.

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