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Main Subject - How Much Is Too Little?
As a publisher and ezine co-op owner, I've been studying
ezines and co-ops for some time now, and I've arrived at
the following conclusion:
How much IS too little?
This morning a well-known internet marketer's ezine
How much IS too little?
This morning a well-known internet marketer's ezine
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
was brought to my attention. The ezine is a small one-page
affair with an excellent marketing tip. Attractively
arranged online, he has strategically placed top, middle,
and bottom sponsor ads. His mailing goes out
; 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
to 150,000+
subscribers who are emailed every other week.
Out of curiousity, I clicked through to his advertising rates, and here's what I found:
Top Sponsor ad:
Total Price: $675.00
Middle Sponsor ad:
To
Out of curiousity, I clicked through to his advertising rates, and here's what I found:
Top Sponsor ad:
Total Price: $675.00
Middle Sponsor ad:
To
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tal Price: $675.00
Directly above the weekly feature article:
Total Price: $360.00
Bottom Sponsor ad:
Total Price: $360.00
There is no option for a solo ad.
Now you might be saying, "Wow! There's no way in
Directly above the weekly feature article:
Total Price: $360.00
Bottom Sponsor ad:
Total Price: $360.00
There is no option for a solo ad.
Now you might be saying, "Wow! There's no way in
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
the
world I can afford that!" or "Yikes! How could I even dream
of charging that much?!"
The answer is quality content and a heavy dose of personal name branding.
This marketer's ezine is looked for in inboxes. Peop
The answer is quality content and a heavy dose of personal name branding.
This marketer's ezine is looked for in inboxes. Peop
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
le wait
to hear his next bit of advice, the next tip, trick, idea,
resource, or product. He tells his readers what works,
they try it for themselves and agree, and they look forward
to his next publication, eager to
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
stay ahead of the pack.
So imagine placing an ad in an ezine that well read, that sought after...
Who wouldn't want to advertise inside such a publication if they can afford to?
Okay, now let's bring this a bit clos
So imagine placing an ad in an ezine that well read, that sought after...
Who wouldn't want to advertise inside such a publication if they can afford to?
Okay, now let's bring this a bit clos
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
er to home for the
majority of us with more limited funds.
First off, many growing ezines accept free ads and paid ads from outside sources. It's a good marketing practice in order to grow one's list to the size of th
First off, many growing ezines accept free ads and paid ads from outside sources. It's a good marketing practice in order to grow one's list to the size of th
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
is example or head
quickly in that direction before it's no longer necessary.
We "handle" this additional advertising in various fashions, some by designated areas inside the ezine and others send out additional class
We "handle" this additional advertising in various fashions, some by designated areas inside the ezine and others send out additional class
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
ified mailings.
So, what IS a fair market value for an average-sized ezine?
Using the only algebraic formula I walked away with from high school, and the prices in the above example, an ezine with a subscriber base o
So, what IS a fair market value for an average-sized ezine?
Using the only algebraic formula I walked away with from high school, and the prices in the above example, an ezine with a subscriber base o
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
f 5,000 subscribers could easily
charge:
$22.50 for a top sponsor ad
$22.50 for a middle sponsor ad
$12.00 for an ad above their featured article
$12.00 for the bottom sponsor ad.
The key to being able
$22.50 for a top sponsor ad
$22.50 for a middle sponsor ad
$12.00 for an ad above their featured article
$12.00 for the bottom sponsor ad.
The key to being able
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
to set these prices?
An ezine's originality, heart, and quality content!
A looked-for ezine is a valuable ezine - for it's readers and advertisers alike. The entrepreneur above knows that well enough! And so do h
An ezine's originality, heart, and quality content!
A looked-for ezine is a valuable ezine - for it's readers and advertisers alike. The entrepreneur above knows that well enough! And so do h
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
is advertisers...
And the solo ad?
Though the gentleman above declines solos, this form of advertising is wide spread on the net. It has become a mainstay for many publishers, and much sought after by advertisers.
M
And the solo ad?
Though the gentleman above declines solos, this form of advertising is wide spread on the net. It has become a mainstay for many publishers, and much sought after by advertisers.
M
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
y personal advice?
An ezine's solo mailing needs to stand out from the rest to justify ANY cost.
I'm a firm believer that the solo ad should be pricey because I also believe most of us are tired of reading the $5
An ezine's solo mailing needs to stand out from the rest to justify ANY cost.
I'm a firm believer that the solo ad should be pricey because I also believe most of us are tired of reading the $5
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
wonder solo ads.
I believe an ezine and an ezine co-op should price the solo ad high enough to make the average advertiser stop and think can they really afford it, and, if so, to ask themselves, "Is this program or
I believe an ezine and an ezine co-op should price the solo ad high enough to make the average advertiser stop and think can they really afford it, and, if so, to ask themselves, "Is this program or
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
product really
worth the extra expense?"
I believe it is our responsibility to do this.
Veteran publishers, subscribers, and advertisers have been on the net long enough to have already gone through the "school of h
I believe it is our responsibility to do this.
Veteran publishers, subscribers, and advertisers have been on the net long enough to have already gone through the "school of h
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
ard knocks," or with
any luck at least be coming out the other side :)
We've spent money and time and resources on the fly by night programs that abound on the web. We already know what it's like to be taken to the
We've spent money and time and resources on the fly by night programs that abound on the web. We already know what it's like to be taken to the
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
cleaners...
I believe it is our responsibility to help those new to all these "sc^am in a box" offers avoid the errors we've already made whenever possible.
As publishers, we need to provide what we set out to provi
I believe it is our responsibility to help those new to all these "sc^am in a box" offers avoid the errors we've already made whenever possible.
As publishers, we need to provide what we set out to provi
.
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
de - quality content, worthwhile information,
and help.
As subscribers, we need to provide feedback to our ezines - also offering our wisdom and insight for the benefit of others.
As advertisers, we need to figure ou
As subscribers, we need to provide feedback to our ezines - also offering our wisdom and insight for the benefit of others.
As advertisers, we need to figure ou
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
t what's worth
advertising and what isn't - and turn a profit by
being selective.
By working together, we can all ensure the intrinsic value of the ezine - now and for many years to come.
Let the FFAs have the rest..
By working together, we can all ensure the intrinsic value of the ezine - now and for many years to come.
Let the FFAs have the rest..
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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