Main Subject - Business

Testing Your Ads

It’s not enough just to place an ad and hope for general public awareness of your business; you must test your advertising. How else are you g

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

oing to know what ad draws the best response? Read carefully the following statement by John Caples, a well-known direct response copywriter.

"I have s

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

Examples of combination products may in

een one advertisement actually sell not twice as much, not three times as much, but 191/2 times as much as another. Both advertisements occupied the same space. Both w

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

re run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other u

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

sed the wrong appeal."

The outcome of testing all advertising, eliminating the duds and finding the best performing one is simple: less expense and more

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

Combination pro

esponse. More response equals more sales. You can even choose to reduce your advertising spend once your response is greater. Either way you get more money in your acc

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

ount.

Testing by direct mail is easiest: just type a tiny reference code in your cut-out coupon. You hold the key of where and when that ad was placed. When the coupo

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

comes in your staff type the code into your database.

Testing by website response can be as simple as putting a special drop-down box on your order form: where did y

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

ou find us? Google, banner, Yellow Pages, word of mouth, etc. Be sure to cover all bases.

You can also test by offering a discount/freebie/double deal, and getting th

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

customer to bring in the coupon from the newspaper or magazine. Make sure you have a different code on each media.

A simple way is to get all staff that answer new c

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

allers to ask: "where did you hear about us from?" Make sure they enter it into your database before it is forgotten.

Making Print Advertising Work for You

Th

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

Following aspects would a

e five commandments of creating ads that work (as found by the best copywriters) are:

Make a headline that stops people in their tracks: one that answers th

dd to the challenges in developing combination products:

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

question "what’s in it for me?"

Continually test all ad variables such as titles and copy theme

Use specifics in the copy rather than generali

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

se (a story about a person’s experience with the product is a good example)

What you say is more important than how you say it

Long copy will s

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

ll more than short copy (in direct response).

To test print advertising some companies employ market research. As the reader is fully in control of the time

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

taken to read the ad, it is difficult to focus group accurately. In a focus group participants are going to look at it much longer than normal and will be able to rec

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

Professional from academic institutions, pharmaceutical industries, health care indust

ll branding much easier.

Simplicity in the ad is the key. The first glance (3-5 seconds) should be enough to grasp the branding and the main idea. Main support points

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

should be able to be read on further investigation in about 10 seconds. For this very reason it pays to be clear, direct and literal. Just one message and action is e

.

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

ough to convey.

The main image must be linked to the brand in a recognisable way, otherwise the reader will recall the image but not the advertiser or product. Testin

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

Companies that provide selfless information through particip

g of eye-tracking has found people look at the main image first, and then go on to read the copy downwards and to the right, meaning they miss anything above a picture

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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Logistics engineering mainly deals with the application of engineering methods to solve logistics problems. Logistics is the science of planning, organizing, and executing activities for delivering the required goods or services to the right location at the right time. Logistics engineering supports every stage of an activity to satisfy customer requirements.

Business stress is felt during times of conflict, pressure, loss, illness or anxiety. It describes the frantic pace of business life. Everyone reacts differently to stress. Some people can cope and take it in their stride; others find the pressure too much and buckle under. Much of the stress, anxiety, and the sense of overload that people carry is because they feel their lives are out of control. Stress seems to come from the perception that our life feels overloaded.

The success of any business depends on the way messages are communicated to existing and prospective customers, competitors, advertisers, suppliers and other people important to the business.

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