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Main Subject - What's Your Story? (Part 1 in a Series of Yet-to-be-Determined Length)
A friend’s daughter asked me the other day what it was that I did for a living.
Given that she is 7 years old, my usual answer, “I own and run my own marketing communications agency,” wasn’t cutting i
Given that she is 7 years old, my usual answer, “I own and run my own marketing communications agency,” wasn’t cutting i
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
t.
I could tell by the blank stare I got in return for that answer.
Considering my audience, trying again I said, “I help companies market their products and services so they can sell stuff and make
I could tell by the blank stare I got in return for that answer.
Considering my audience, trying again I said, “I help companies market their products and services so they can sell stuff and make
; 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
oney.”
Better – she seemed to be considering that.
“So how do you do that?” she asks.
“I create websites and brochures, I write direct mail packages and newsletters and I help my clients get these t
Better – she seemed to be considering that.
“So how do you do that?” she asks.
“I create websites and brochures, I write direct mail packages and newsletters and I help my clients get these 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.
ings in front of their new customers,” I said.
“So that’s all you have to do to get people to buy stuff?” she asked me.
“Well, no,” I said. “It’s more than just the brochures and websites and stuff.
“So that’s all you have to do to get people to buy stuff?” she asked me.
“Well, no,” I said. “It’s more than just the brochures and websites and stuff.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
“So what do you really have to do then?” she asked.
And about this time I was wondering if all 7 year olds were this curious. I looked pleadingly to her mom, and all I got from her in return was a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
hrug and her reply, “welcome to my world.”
“You have to put a whole integrated campaign together so that everything makes sense. You have to make sure everything is consistent with the image of the c
“You have to put a whole integrated campaign together so that everything makes sense. You have to make sure everything is consistent with the image of the c
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
ompany you’re promoting. You have to tell the customer a story,” I answered.
“You tell stories for a living?” she asked, obviously amazed.
And I realized it was true. “Yep,” I said. “That’s what I
“You tell stories for a living?” she asked, obviously amazed.
And I realized it was true. “Yep,” I said. “That’s what I
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
do. I tell my customer’s stories to their customers. That, in a nutshell, is what marketing’s all about.”
“Cool!” she answered.
Of course, marketers didn’t invent storytelling – we just perfected a
“Cool!” she answered.
Of course, marketers didn’t invent storytelling – we just perfected a
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
art that has been around since time began.
As humans, we’re all looking for ways to explain the world we see. Early humans noticed things in their environment and invented stories to help understand
As humans, we’re all looking for ways to explain the world we see. Early humans noticed things in their environment and invented stories to help understand
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
them.
The sun rising in the East was the “Great Sun God” smiling upon them. Sickness was a curse brought on by any number of transgressions, and rain could be summoned by dancing in circles.
We’ve p
The sun rising in the East was the “Great Sun God” smiling upon them. Sickness was a curse brought on by any number of transgressions, and rain could be summoned by dancing in circles.
We’ve p
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ogressed (some) since that time. But we still all rely on stories every day to explain the world around us. We tell stories to each other, and we tell stories to ourselves.
And because we are used t
And because we are used t
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
o telling stories to each other, as consumers we expect and demand that marketers tell stories to us about the products and services they promote.
Some marketers tell great stories, and some are prett
Some marketers tell great stories, and some are prett
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
bad. But here’s the catch – no matter how great the story is, if the product or service experience isn’t consistent with the story, consumers will turn on you like month-old milk.
Apple Computer is
Apple Computer is
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
company who tells a masterful story. It’s the key to their success and cult-like customer following.
The famous “1984” ad – which aired only once during the Super Bowl in 1983 convinced legions of t
The famous “1984” ad – which aired only once during the Super Bowl in 1983 convinced legions of t
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
e faithful that using a Mac was akin to fighting George Orwell’s “big brother” and everything evil that he stood for. Their “Think Different” campaign – and every bit of marketing they do reinforces 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
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
at story.
The fact that Apple makes beautiful, innovative products and cutting-edge software supports the story they tell us. (And yes, it’s obvious that I’ve bought their story!)
On the other hand
The fact that Apple makes beautiful, innovative products and cutting-edge software supports the story they tell us. (And yes, it’s obvious that I’ve bought their story!)
On the other hand
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
– remember the campaign, “This is Not Your Father’s Oldsmobile”? Great story. Oldsmobile had an image problem – their cars were for “old folks” – so to combat that image they created a campaign aimed
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
right at the heart of the matter.
Too bad the product development people didn’t get the message. The campaign was a miserable failure and Oldsmobile went out of business because the cars really were
Too bad the product development people didn’t get the message. The campaign was a miserable failure and Oldsmobile went out of business because the cars really were
.
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
till “your father’s Oldsmobile.” A story told to a consumer that isn’t consistent with the product experience is a story better left untold.
So – what’s your story?
What promise does your story make
So – what’s your story?
What promise does your story make
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
to your customers – and is that promise upheld by their experiences with your products or services? If it is, consumers will trust you, and they’ll listen to your story indefinitely.
© Copyright 200
© Copyright 200
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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