Main Subject - Business

Testimonials can make the difference between average marketing and great marketing.

Why?

Because testimon

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

ials are one the strongest forms of proof you can offer to substantiate the claims you make about your prod

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

Examples of combination products may in

uct or service.

Most business owners don't use testimonials at all. If they do, they settle for average te

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

stimonials and don't bother putting in the effort to get great testimonials.

So what makes a testimonial a

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

verage? What makes it great?

I'll tell you.

An average testimonial is vague, lacks specific results, and

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

Combination pro

hides the identity of the person who gave it.

For example, "Your company is really great. You helped me a

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

lot." --John B.

Notice how this testimonial is completely flat. No benefit is stated. No specific result 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

s given. And because John doesn't give his full name, we have no idea who he is. He could be imaginary for

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

all we know.

Contrast that average testimonial with this one: "Ryan's sales copy pays for itself. When he

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

created a promotion to sell our Global Puzzle, I was absolutely shocked when I saw the numbers coming in. O

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

ne email he wrote sold 1,472 puzzles in only 13 days for $28,630.40 in gross retail revenue. Amazing!" --Ro

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

Following aspects would a

ger Andresen, Atlanta, GA

In this case, we have a clear benefit, specific results, and a full name for att

dd to the challenges in developing combination products:

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

ribution. Plus, we have the city and state where the person lives. Because of this level of detail, readers

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

are much more likely to believe it.

Now, how could this testimonial be strengthened?

Four things come to

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

mind:

Use the person's photo.
Record the testimonial for audio playback.
List the

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

person's web site if he has one.

Use the person's digital signature.

Testimonials are w

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

Professional from academic institutions, pharmaceutical industries, health care indust

orthless if they aren't specific and credible. Without specificity, readers assume your product must not be

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

that great. Without credibility, your readers may not believe your testimonials are real. (Some unscrupulo

.

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

us business owners really do fabricate testimonials.)

Follow these simple suggestions and you'll instantly

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

Companies that provide selfless information through particip

strengthen your advertising, your marketing, and your overall ability to attract new customers and clients

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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The guy who dares to be different. The bigger you get, the harder to manoeuvre. Customers are entitled to a little theater.

With all the problems at the US Automakers we have seen lay offs, stock price declines, profit estimates slashed and some shake up at the top as well. That is right Change Management has occurred at many of the Top Companies such a Ford Motor Company, DaimlerChrysler and General Motors. Still industry analysts say...

There are many reasons for giving corporate gifts, and the gifts that you choose should reflect the reason that you’re giving the gift and to whom you are giving it. You may choose to give gifts to associates or employees, or send them out as part of a marketing campaign.

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Main Subject - Average Testimonials Vs. Great Testimonials & Why It Matters to Your Marketing

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