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Main Subject - Is Traditional Publicity Dead?
If you want to get into a long and painful conversation, simply ask any promotion agency or Fortune 500 exec about the many pitfalls and hardships or concocting convincing promotion. You hear buzzwords like "consumer-centric camp
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
signs" or "fragmented promotion".
What is fragmentation exactly? It's the increase in the amount of available methods for getting your idea to your customers.
One of the fundamental hardships faced by any businessman is that p
What is fragmentation exactly? It's the increase in the amount of available methods for getting your idea to your customers.
One of the fundamental hardships faced by any businessman is that p
; 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
romotion has changed and evolved over the last few years.Not limited to one area of promotion, these problems overflow into the electronic media as well and audio and visual media.
If fact, you might feel just a bit astonished b
If fact, you might feel just a bit astonished b
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
y all of the various promotion choices. Do a Google search for promotion and you will find options like popups, popovers, RSS, flash video, audio messages and even animated "sales people" programmed to appear right on you website
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to interact with your customers... at that's only the tip of the iceberg!
Well, what about traditional promotion like billboards, television, magazines and radio then? Are they dead?
Not by a long shot. According to one top pr
Well, what about traditional promotion like billboards, television, magazines and radio then? Are they dead?
Not by a long shot. According to one top pr
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
motion mogul, traditional promotion methods are still around because they still work.
Figuring out who your target market is, what they want and how they search for that info is the trick.
Mark Twain said, "Many a small thing h
Figuring out who your target market is, what they want and how they search for that info is the trick.
Mark Twain said, "Many a small thing h
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
as been made large by the right kind of promotion."
By fully understanding your customers, you can avoid wasting your money on useless promotion mediums and focus your money on those mediums that your customers actually use.
If
By fully understanding your customers, you can avoid wasting your money on useless promotion mediums and focus your money on those mediums that your customers actually use.
If
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
your customers are people that are much less likely online, like senior citizens or the poor, then you should focus your money on the newspapers and magazines that they are reading, the television shows that they are watching an
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
d the radio programs that they are listening to.
If your target market is working parents, you need to know how, when and where they get their information. Is it on the Internet? What radio stations do they listen to? What magaz
If your target market is working parents, you need to know how, when and where they get their information. Is it on the Internet? What radio stations do they listen to? What magaz
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
ines are they reading? Do they watch television? How? When? Why?
When you set out to create a highly convincing promotion campaign, you need to determine what your best options are.
Here are four ways powerful steps:
1. Know y
When you set out to create a highly convincing promotion campaign, you need to determine what your best options are.
Here are four ways powerful steps:
1. Know y
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ur customer. What do they need? Where do they dine? What do they watch? How old are they? Which places to they like to frequent? Do they need your product or services? Can they afford your service or product or is it too expensiv
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
e for them?
2. Know your competitors. Be prepared to perform a bit of research. What are your three fundamental competitors doing to advertise their business? What methods of promotion are they using? How often are they promotin
2. Know your competitors. Be prepared to perform a bit of research. What are your three fundamental competitors doing to advertise their business? What methods of promotion are they using? How often are they promotin
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
g their business? Are they trying to reach the same customers as you are? How long have they been promoting their business? What idea are they sending to promote their business?
To differentiate and set yourself apart from the c
To differentiate and set yourself apart from the c
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
rowd, look at what your competition is doing right and then simply find convincing ways to make your promotion slightly better.
3. What are the "top dogs" in your industry doing? See if you can borrow some of their methods and a
3. What are the "top dogs" in your industry doing? See if you can borrow some of their methods and 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
dapt them to your budget and target customers.
4. Know your message. What are you trying to get across to your customers? What do your customers want to hear? Why should your customer purchase from you instead of another busines
4. Know your message. What are you trying to get across to your customers? What do your customers want to hear? Why should your customer purchase from you instead of another busines
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
? You absolutely have to make every single word count.
It is highly likely that your customers are more tech-savy than they were just even one year ago. The Internet has made unbelievable amounts of information accessible, but i
It is highly likely that your customers are more tech-savy than they were just even one year ago. The Internet has made unbelievable amounts of information accessible, but i
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
t also has contributed to the "information overload" consumers complain of.
Another side effect of the Internet is that your customers have probably become used to getting "instant gratification" when they are looking for inform
Another side effect of the Internet is that your customers have probably become used to getting "instant gratification" when they are looking for inform
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ation, products or services. They want to buy now and receive it right away because they simply do not want to wait. Are you able to meet your customers' demands and give them what they want, when they want it?
Your promotion do
Your promotion do
.
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
es not have to be everything to everyone. In fact, trying to be everything to everyone is a huge mistake. Keep it simple. Your promotion should address one person... your ideal customer. Remember, if you're giving your customers
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
what they want, they don't perceive your ads as a nuisance, they see them as a service.
Pay attention to who your customers are and what they want and you will be at an advantage. Traditional promotion is not dead... far from it
Pay attention to who your customers are and what they want and you will be at an advantage. Traditional promotion is not dead... far from it
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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