Main Subject - Business

There are many times in the career of a marketing person where this issue will come up - which agency should I use? From the perspective of the advertising agency or the marketing agency, the answer is simple, "Use us!"

The client is usua

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

lly pressured from many quarters, among which are the pressure to deliver results, the watching eyes of everyone anxious to see a "great advertisement" and of course, the pressures from various Account Executives and Account Directors to m

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

Examples of combination products may in

ke the big decision

There are many resources available that discuss various criteria that can be used to select the best marketing or advertising agency. Over the years, we have found that all of these boil down to just 4 key factors. Do

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

e dare say that these are the "4P's" of selecting an advertising agency? OK, we dare.

So, here are the 4P's to help you select the best advertising or marketing agency for your all-important marketing campaign.

People

T

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

ere is a very important element in the selection process that many miss. In today's high pressure, results-oriented business environment, we often forget a fundamental truth. The world, even the hard-nosed business world, is made up of PEO

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

Combination pro

LE. You can work with the most creative minds, the strongest marketing teams, and maybe even pure geniuses. The reality is, if you simply cannot "get along", it is highly unlikely that you will come up with a winning campaign. The People e

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

ement cannot be over-stressed. Even a mediocre team, inspired by great team spirit, can produce astounding campaigns. The sense of belonging, of ownership, spurs people to greater heights. In an advertising campaign, where emotions, values

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

and vision play such important roles, it is the people who will win through. Not the genius. If you cannot trust your agency, you can forget about doing anything great.

Proposal

If people were the only considerations, th

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

n the business world will be filled with friends and lovers. How wonderful. Unfortunately, true substance is still a very necessary ingredient in the success of any marketing campaign. This is so important that most of the time, the Propos

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

l, the Big Idea, the Grand Creative; have formed the linch pin of all decisions. This can work. This does work. So, this is an element that must not be overlooked. The proposal should cover not just the creative vision, but all the element

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

that make the campaign successful. Some things to look out for in a good proposal would be:

- Clear vision and objectives
- media plan (if applicable)
- Great creatives (usually mistaken to be the ONLY element for a winning pro

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

Following aspects would a

osal)
- Project Planning and Timelines (project management elements)

There are many things to look out for depending on the type of campaign that is planned. But this should give a good idea. Like I said earlier, judging proposals ha

dd to the challenges in developing combination products:

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

e been a long standing practise in selection of advertising agencies and marketing agencies.

Process

But a great proposal and a nice team of people might be present, however, to ensure the success of a marketing campaign

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

the proper processes must be in place. You must have a good understanding of the organisation, the resource and the way of working of the selected agency. In a major advertising campaign, the number of elements could mean that different t

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

ams are involved in different aspects. Does the agency have enough manpower and talent to support the scale? If they have the people, do they have an established, well rehearsed way of communications and coordination? This might seem trivi

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

l, but once you are in the middle of a major campaign, and the key Account Manager calls in sick, you will surely appreciate a rock solid process.

Price

Yes, price is indeed a consideration. Don't we all wish we had budg

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts the size of a mountain? Even Bill Gates have to thing about budgets. While this is important, it is also the last piece that needs to be considered. Pay peanuts to get monkeys. Sounds familiar, right? While it is true that the most expe

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

sive is not necessarily the best and the cheapest, not always the worse; price is indeed a poor guage of the potential success of a marketing agency. Work out a realistic budget. Your local 4A's (or whatever the association of advertising

.

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

gencies is called in your neck of the woods) should have a price guide available on request.

There you have it. 4 P's as promised. With this, you should be in good standing to make an intelligent decision on the marketing agency to be sel

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

Companies that provide selfless information through particip

cted. This is by no means the best, the only or even an assured way to make the decision. However, this is a good starting point, and if used prudently can help tremendously. Here's to your next successful marketing or advertising campaign

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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