Main Subject - Business

While there are many marketing debates around what constitutes marketing success, there is very little debate around why marketing fails. Lets take a brief look

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

at five things that are guaranteed to cripple your marketing efforts, and budget.

1) Don't Define what you want Marketing to Achieve.

This is the number one

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

Examples of combination products may in

itfall of nearly all marketing campaigns. You are guaranteed to fail if you don't decide up front what you want the campaign to do for you. You'll get side-trac

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

ked, pulled off course by the creative team and/or achieve something completely unintended (positive or negative). Without formulating your critical success fac

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

ors for the marketing initiative you will never be able to measure success/failure or degrees thereof - everything will be outside your control as you constantl

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

Combination pro

grapple for straws.

2) Try to Please Everyone.

By trying to be all things to all people you are fairly likely to appeal to no-one. This is the one area of ma

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

rketing where less is definitely more. Focus small and own that market, rather than trying to attract every one and having your campaigns so broad and generic t

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

at they lose their message and appeal in the process.

3) Communicate too Little or too Much.

There is definitely constant conflict over how much to say and wh

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

n. In a nutshell, short copy is great if you have a lot of products and/or services you need communicated in one message. Long copy is best if you have one prod

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

uct/service and you want to communicate your unique brand offering in a way that takes the reader through a sales process. Even in long copy though, you need to

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

determine no more than three key benefits of your product/service and reinforce these over and over again so that the message comes through clearly. By saying t

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

Following aspects would a

o little you won't have grabbed, by sending too many messages you'll confuse. The key is to say little and reinforce often.

4) Not Understanding the Target Mar

dd to the challenges in developing combination products:

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

ket.

Market research is one of those highly specialized areas that often confuse the practical marketer, but this area is ignored at your peril. Investing time

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

and resources in getting into the minds of your selected target market will be repaid ten-fold. The research does not have to be complicated or outsourced. In h

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

use data mining, Customer Relationship Management (CRM) data analysis, discussions with your sales force or focus groups with some of your customers are all cos

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

t effective options that will provide valuable insight. If you haven't done something to better understand your customers in the last 3 months then it's time to

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

Professional from academic institutions, pharmaceutical industries, health care indust

block off an afternoon to invest in your future.

5) No time to think - just do!

This is one area that is becoming a chronic sickness in all marketing efforts.

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

Marketing personnel are spending less time with their feet up on the desk thinking (if they ever did it to start with) and more and more time running around doi

.

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

ng, un-doing and re-doing. We need to find a way to do less but do it better. By working on fewer campaigns but investing focused time and energy towards their

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

Companies that provide selfless information through particip

ffectiveness, we will achieve more and do so with less stress and more fun!

If you can avoid just one of these five pitfalls this year, you will have done well

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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Customer loyalty is a rather ephemeral term as are online customers. We will explore loyalty with a view to learning from our own experiences. This article will be followed up by several as we examine how we can keep people we never meet face-to-face.

A great idea for a church fundraiser is putting together an annual 'Church Festival' where good food, carnival games, auctions, and family fun combine for a wonderful fundraising event. The idea is to attract a broad spectrum of the local population to your fundraiser by having something for everybody.

Risk management plans help analyzing and evaluating the losses. Basics of a risk management plan include assessing the losses and finding the best techniques to help prevent them in future.

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