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Main Subject - Why Repetition is So Important for Marketing Success
In this marketing article I want to discuss one of the most important aspects of successful marketing – repetition. Successful companies use marketing repetition. Unsuccessful companies
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
do not.
As a marketing consultant, I speak with many businesses and there is one huge mistake that nearly all of them make in their marketing. They wrongly think it takes only one marke
As a marketing consultant, I speak with many businesses and there is one huge mistake that nearly all of them make in their marketing. They wrongly think it takes only one marke
; 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
ing piece to get a prospect to buy. They will send out one postcard or one sales letter or one email to a list of prospects and wonder why so few people (or zero people) purchased their
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
roduct or service. Or, they will place one ad in a trade publication and wonder why they received few or zero sales.
The reason for their lack of success is simple. It takes repetitive
The reason for their lack of success is simple. It takes repetitive
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
arketing over time (6-12 months or more) to build trust and desire. It has been proven that most people (and businesses) have to receive a minimum of 7 marketing pieces from a company be
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ore they will even consider buying.
Why is this? There are several reasons:
1. They are not interested in what you are selling today. However, that does not mean they won’t be interest
Why is this? There are several reasons:
1. They are not interested in what you are selling today. However, that does not mean they won’t be interest
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
d in what you are selling tomorrow, next month, or a year from now. A "No" today does not mean a "No" tomorrow.
2. Trust. Nearly all people need to have a feeling of trust toward a comp
2. Trust. Nearly all people need to have a feeling of trust toward a comp
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
ny before they will do business with them. Trust is built by receiving regular and consistent marketing messages over time.
3. Mood. The day your prospect receives your marketing piece
3. Mood. The day your prospect receives your marketing piece
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e/she may have been in a lousy mood and threw it away or ignored it.
4. No money. The prospect wants what you are selling but cannot afford it right now. However, in 3, 6, or 12 months
4. No money. The prospect wants what you are selling but cannot afford it right now. However, in 3, 6, or 12 months
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
rom now, they may have the money and they will buy.
5. Too busy to think about it right now.
6. For one reason or another, your marketing piece never reached them.
When you look at al
5. Too busy to think about it right now.
6. For one reason or another, your marketing piece never reached them.
When you look at al
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
the reasons prospects have for not buying, you now see why repetitive marketing is so important. To be successful in marketing, you must keep marketing to your prospects over and over.
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
So what is repetitive marketing? Here are a few examples:
1. Sending out a sales letter or a postcard to your list of prospects every month.
2. Having an email newsletter that goes ou
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
to your prospects every month.
3. Sending out a monthly paper newsletter to all your customers and prospects. This does not need to be a fancy 4-color 12-page newsletter. A simple 1 pa
3. Sending out a monthly paper newsletter to all your customers and prospects. This does not need to be a fancy 4-color 12-page newsletter. A simple 1 pa
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
e black and white newsletter printed on both sides is more than sufficient. Again, the key is repetition. Send it out every month and keep the content very friendly, information-based, a
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
d personal. The more friendly and personal it is, the more marketing success you will have.
4. If you advertise in print publications such as trade journals, you need to advertise in ev
4. If you advertise in print publications such as trade journals, you need to advertise in ev
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
ry issue. It is much smarter and more effective to place a small ad every month rather than placing one large ad one time.
5. If you advertise on radio, it must be done month after mont
5. If you advertise on radio, it must be done month after mont
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
. As soon as prospects stop hearing your name and sales message, they forget about you. Same thing with TV - for it to be successful, it must be done continuously. Out of site is out of
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ind.
My e-newsletter is a perfect example of marketing success caused by repetition. Many of my clients had been receiving my free marketing newsletter for upwards of a year or more bef
My e-newsletter is a perfect example of marketing success caused by repetition. Many of my clients had been receiving my free marketing newsletter for upwards of a year or more bef
.
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
re they decided to make first contact with me. What this means is that they received at least 12 marketing pieces from me before they finally decide to take action and purchase my servic
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
s. If I had only contacted these prospects one time, I would have never gotten them as clients.
If you want to be successful in marketing, the key is repetition.
To Your Success
If you want to be successful in marketing, the key is repetition.
To Your Success
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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