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Main Subject - Advertising In The Local Press
There are three main reasons why I would hesitate when deciding to advertise in the local press:
• Everyone else is doing it
• Nobody buys a paper for the adver
• Everyone else is doing it
• Nobody buys a paper for the adver
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
ts
• The odds are it won’t work
Just because everyone else is doing it, doesn’t mean it’s a good thing, or more importantly – that it actually works! However it
• The odds are it won’t work
Just because everyone else is doing it, doesn’t mean it’s a good thing, or more importantly – that it actually works! However it
; 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
seems the natural thing to do – you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well,
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
because…
Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through s
Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through s
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
lling advertising space. In fact if you look at the inside cover of a newspaper you’ll see the staff on it. More often than not the ‘sales team’ will out number t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e reporters 3 to 1. The local paper is not ‘a local’ way for the community to keep up to date with local events, it’s a 100 page selling tool.
Very often when ap
Very often when ap
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
proached by the advertising telesales team, they’ll quote all sorts of readership figures. ‘Well actually the Acme Recorder is distributed to over 50,000 homes an
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
offices’. A very impressive statistic. However, of those 50,000 ‘readers’ how many will actually want an accountant at that specific time their browsing through
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
he paper? How many of them will actually see your advert amongst all the others? How many will actually read your advert, and then REACT to it?
The next time som
The next time som
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
one gives you these figures, follow it up with this next question:
“What’s the response rate to an advert?”
They won’t be able to tell you. Why? Because this is
“What’s the response rate to an advert?”
They won’t be able to tell you. Why? Because this is
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
not important to them. But it’s VITAL for you. The chances are they’ll either admit they don’t know, or they’ll quote a local builder who has a great response (bu
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
t you’re NOT a builder) or they will come back with something like, “Well people keep advertising with us so I guess it must be working?”
People keep advertising
People keep advertising
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
for exactly the opposite reason. It’s not working, so by keep advertising they’ll figure that eventually someone will respond. Wrong. If the advert didn’t work th
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
first time, it won’t work the second time and it certainly won’t work the third time!
The odds are if you still do decide to advertise that the advert itself wo
The odds are if you still do decide to advertise that the advert itself wo
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
’t work. Remember above all else adverts, direct mail etc, should get a reaction from the reader NOW. However most adverts are poorly designed, and that’s okay. Y
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
u’re a coach, trainer, consultant, professional service business owner…That’s what you do, what you’re good at, designing adverts for maximum impact is probably s
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
omething you haven’t worked on before.
Other problems you’ll face. Where will the advert be placed? If it’s on the left hand page, studies have shown that it wil
Other problems you’ll face. Where will the advert be placed? If it’s on the left hand page, studies have shown that it wil
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
be noticed a lot less than if it’s placed on the right hand page. Similarly where on the right hand page will it be placed? Again studies have shown that placing
.
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
the advert on the bottom right hand corner will increase its notice ability more than anywhere else on the page.
These are just a few of the factors you should c
These are just a few of the factors you should c
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
nsider when advertising in the local press. Readership levels are not a measure of response rate, it’s the ability to convert them into paying clients that counts
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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