Main Subject - Business

We’ve all done them, and there’s many more, but try to avoid these 5 marketing sins.

1. Start / Stop Marketing – Once you’ve started to see

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

those customers piling through the door it’s easy to assume your marketing job is done. It’s not. Effective marketing isn’t about any single campaig

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

Examples of combination products may in

n or idea – it’s about all your efforts and ideas combining to create ‘marketing momentum’.

Your marketing activities should be at the forefront of

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

our business whenever trade is good. It’s at this point when there’s already a buzz about your business and you can be confident in your approach to

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

new customers and clients. If you stop, the momentum and flow of new business will eventually dry up and restarting it from scratch will costly and t

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

Combination pro

me consuming.

2. Advertising as Marketing – Advertising is not Marketing! Well, it is, but it’s only a single tool in your marketing arsena

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

l. Think image, customer service, your product or service itself, the way your phones are answered, your dealings with the media, networking, your we

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

site, how often the bins get emptied.

Everything that your customer or client can come in contact with is a marketing opportunity. Everything.

3

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

. Chasing New Business – The old adage that 80% of your business comes from 20% of your customers and clients has never been truer. Increasing

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

ompetition, greater access to information through the Internet and burgeoning consumer confidence all mean that retaining loyal customers is more imp

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

ortant, and difficult, than ever before.

Of course you need new business, but your marketing strategy needs to include ways to ensure loyalty, gener

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

Following aspects would a

ate word-of-mouth buzz and increase sales volumes from your existing customer or client base. Never assume your current customers will be there forev

dd to the challenges in developing combination products:

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

r. After all, your competitors are chasing after them right now.

4. Forgetting the Front Line - Your staff are the front line of your marke

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

ting efforts. Are they excited? Do they treat each customer with respect? Do they look the part? What about you, do you embody the image you’d like y

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

ur business to portray?

The most carefully crafted marketing message can be immediately undone by the actual customer/client experience. On the othe

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

r hand, get it right, and your staff become ‘brand ambassadors’ and ‘buzz generators’ for your business.

5. Eggs All, Basket One - Marketin

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

Professional from academic institutions, pharmaceutical industries, health care indust

can, at times, be a bit fickle. What works today might not work tomorrow and what works for your competitors might not work for you. If you commit a

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

ll your energies and your entire budget to a single marketing activity you’ll be in dire straits if it doesn’t come off.

Try dozens, if not hundreds

.

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

of low cost ideas, find the ones that work and then ramp them up. If an idea doesn’t work, move onto the next or find ways to ‘fix it’. You should t

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

Companies that provide selfless information through particip

reat your marketing like a science experiment; test and retest ideas and media to see what works for YOUR business before you commit any serious cash

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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Over recent years, the telemarketing industry has got an increasingly bad name. However, with modern business practices, it is due to increase UK employment over the coming 3 years.

Find what kind of donation we can make to those in need. Almost everyone can do this.

Make strategic clarity, an unambiguous statement of purpose, the first step in your communication management.

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