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Business Podcast Marketing Case Study Shows How Podcasting Delivers Dramatic Results for Client. Podcasting has significant b

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

usiness marketing potential. If the business podcast strategy and online visibility plan is properly executed; podcasting has

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

Examples of combination products may in

the potential to be a marketing tool that delivers great marketing results.

The professional business marketers over at mark

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

tingsherpa.com have just released a new case study titled "How to Use a Podcast to Promote a White Paper That Generates New B

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

siness Sales Leads". This case study is about how Bearing Point used podcasting to promote a white paper and saw sign up ra

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

Combination pro

tes of over 30% versus a traditional 10%. This is a 200% increase over traditional marketing techniques.

Here is a short exc

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

rpt: "Dunay wasn't sure if the podcasts would be a hit or not, especially as his key prospects tend to be fairly conservative

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

So he didn't roll out trumpets and strobe lights for the launch.

Instead, the team posted the podcasts and announcements at

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

several related sites including http://www.Podblaze.com, http://www.FreshPodcasts.com, and iTunes (all of which currently pro

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

mote podcasts for free.) They also rolled out a press release and an email announcement to the house list. Their first podcas

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

launched quietly July 29, 2005.

RESULTS

Joy and exultation! Hundreds of executives downloaded the podcasts. Dunay had hope

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

Following aspects would a

that 10% of podcast listeners would respond to the white paper download offer. Instead, 30% did..."

This is a great example

dd to the challenges in developing combination products:

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

of how marketing professionals should and could be using podcasting to help their business. This is the future of podcasting,

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

Podcasting is going to become a marketing tool that communicates, educates and drives listeners to action. In this case the

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

ction was to download a white paper and effectively generate leads.

I have been trying to inform the business markets of thi

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

trend for the past 9 months. I discussed this very scenario in a Podcasting White Paper that was released a few months back.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Read the full case study at http://www.MarketingSherpa.com

Experienced online marketing professionals that have expertise i

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

n the areas of podcast production, strategy, and visibility such as http://www.LeveragedPromotion.com can help your business

.

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

chieve these same levels of results. Just creating a podcast in a vacuum of space is the wrong strategy. Make sure that you a

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

Companies that provide selfless information through particip

hieve maximum exposure for your podcasts so that they can deliver measurable marketing results.

Copyright 2005 Rodney Rumfor

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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