Main Subject - Business

I encourage each of you beef cattle breeders to consider these four steps in your Beef Cattle Marketing program.

BUILD THE RIGHT PRODUCT
There is no question that the

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

most important thing in seedstock marketing is to develop the right product. That product is cattle with the kind of genetics that satisfy customers, solve problems and ma

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

Examples of combination products may in

e money. To do this a breeder not only needs good cattle, he must also define a primary market area and learn what the majority of potential customers within that area need

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

and want. And this is not a one-time thing. Keeping up with customer demand is an ongoing proposition.

GET THE RIGHT ATTITUDE
Public relations is the next logical ste

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

in marketing. It can do things that are very difficult to accomplish with advertising. PR can personalize you and your business in a noncommercial way with someone else te

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

Combination pro

ling your story. Good PR involves knowing and gaining the respect of the leaders in your area who can help influence a cattle producer's buying decisions. Individuals like

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

ivestock extension specialists, feed and equipment dealers, youth leaders, bankers etc. Make sure that local newspaper, radio and even television reporters and editors know

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

about you and your business, then give them something positive to report on. A new bull, your participation in a beef cattle convention or meeting etc. Host field days and

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

other events that bring people to your place to learn about your cattle and your breeding program. Be active in local and regional beef cattle organizations. Use every PR v

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

hicle available to establish your reputation as a solid businessperson, a serious cattle breeder, and one who is willing to help.

WORK THE PUBLIC RELATIONS
If you st

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

p and think about it most businesses use this marketing approach. You often read about new model cars, tractors, farm machinery or veterinary health products, before you se

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

Following aspects would a

them advertised. Once a product has been developed for a particular customer base, and the industry has been informed through PR, then advertising is the next step.

BUILD

dd to the challenges in developing combination products:

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

YOUR ADVERTISING PLAN
This is especially true in business to business marketing where the buying cycle, the time between when a potential customer first hears about a

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

roduct and then purchases it, can be months or even longer. Most of your bull customers probably only buy from you once a year, so keeping them informed, and maintaining to

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

p-of-the-mind awareness, requires an advertising program. Advertising is also essential for developing awareness in breeders who are not regular customers, or who have neve

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

purchased from you. Successful advertising has nothing to do with exaggeration and everything to do with communicating your message in a memorable, effective way.

You may

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

Professional from academic institutions, pharmaceutical industries, health care indust

not want to position your business as humorous, but you sure want to be seen as human and approachable; someone people would like to do business with. If more people in the

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

registered cattle business understood this, the value of their advertising would increase dramatically. When producers advertise that they have "the best bull in the breed"

.

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

or a bull "that does it all" they can be assured that many people don't believe it, even if it is true. Buyers who do believe the claim are likely to be disappointed becaus

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

Companies that provide selfless information through particip

they expect too much. Advertising the same bull with more modest claims that highlight benefits will almost surely produce more satisfied customers and probably more sales

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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