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Main Subject - RSS as a Change Agent
To better understand how RSS is changing the way companies and individuals deliver and consume content on the macro scale, let us first remember how content is traditionally delivered and consumed.
People subscribe to e-mail newsletters or e-mail update services to get content delivered directly
People subscribe to e-mail newsletters or e-mail update services to get content delivered directly
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
to their inboxes. It's (or better yet, was) convenient, easy and simple.
But, in order to get content delivered to their inboxes, they must first reveal their e-mail addresses, which are basically ID numbers that allow anyone who knows them to send whatever they like to these ID numbers.
In a
But, in order to get content delivered to their inboxes, they must first reveal their e-mail addresses, which are basically ID numbers that allow anyone who knows them to send whatever they like to these ID numbers.
In a
; 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
perfect world people would only receive the content that they requested and only from the people that they wanted to hear from --> the people that can provide them with relevant information, specific to their interests and current situation.
But this is not a perfect world.
Since the “ID number
But this is not a perfect world.
Since the “ID number
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
” allows anyone to contact anyone, people have very little control over who actually does contact them and what information they send them.
In a way, it's a “perfect democracy” that just doesn't work. Because, in reality, we don't want to hear from everyone that thinks they have something to say
In a way, it's a “perfect democracy” that just doesn't work. Because, in reality, we don't want to hear from everyone that thinks they have something to say
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to us. In reality, we only want to hear from a very limited circle of people and receive very limited types of content categories.
But, for the sake of the argument, let's presume that we are actually getting information only from the people that we want to hear from. Unfortunately these people
But, for the sake of the argument, let's presume that we are actually getting information only from the people that we want to hear from. Unfortunately these people
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
still have the power to send us whatever information they like, not just the information we want to receive from them. Basically, they have the power to push any kind of content to our e-mail inboxes.
We can either unsubscribe, if they give us this opportunity, from their e-mail service or conti
We can either unsubscribe, if they give us this opportunity, from their e-mail service or conti
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
nue to receive their content as it is. One of the problems with this is that unsubscribing can be a rather tedious process, definitely not a two-click affair, and some people even doubt that the unsubscribe feature will actually work.
This is our reality.
We are, more or less, forced to receive
This is our reality.
We are, more or less, forced to receive
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
content we mostly don't want to receive, and for the content that we do want to receive, we also have to put up with much information we don't want to get.
This is the “democratic” nature of e-mail and many marketers and publishers have been abusing it for a long time. It's not the medium's fau
This is the “democratic” nature of e-mail and many marketers and publishers have been abusing it for a long time. It's not the medium's fau
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
lt of course; it's just that people are who we are.
And now enter RSS in to the picture, a “new” channel that users need to proactively add to their content consumption mix, including proactively adding content publishers they want to hear from, thus eliminating the “democracy” of e-mail, conver
And now enter RSS in to the picture, a “new” channel that users need to proactively add to their content consumption mix, including proactively adding content publishers they want to hear from, thus eliminating the “democracy” of e-mail, conver
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
sely, limiting our “content diet” only to the publishers we actually want to hear from.
But there's more.
One of this channel's characteristics is that it's extremely easy to remove content publishers you don't want to hear from.
Now, all of us have very limited time for online content consump
But there's more.
One of this channel's characteristics is that it's extremely easy to remove content publishers you don't want to hear from.
Now, all of us have very limited time for online content consump
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ion. It's always been this way, but with e-mail content consumption we usually don't even bother ourselves with unsubscribing from the content we don't want to receive, since we already receive hundreds of SPAM e-mails per day anyway, so why bother with unsubscribing from a few e-mail lists and t
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
he few additional e-mails we receive per week. Most people don't even know anymore what they subscribe to since they have no unified view of all of their e-mail subscriptions.
However, this new channel, RSS, is quite different. Here you have an exact view of what you subscribe to. You see exactl
However, this new channel, RSS, is quite different. Here you have an exact view of what you subscribe to. You see exactl
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
y which content publishers are on your list and you can remove any of them immediately, without even a second thought. It's quick, easy and comfortable.
Compare this with the relative difficulty of unsubscribing from e-mail lists, and even with the e-mail mindset where you just don't care to be
Compare this with the relative difficulty of unsubscribing from e-mail lists, and even with the e-mail mindset where you just don't care to be
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
bothered anymore with unsubscribing, since you don't have a view of what you subscribe to anyway.
This new channel takes the democracy right out of content delivery for publishers and brings it back for end-users.
If RSS content publishers want to keep and grow their readership, they cannot aff
This new channel takes the democracy right out of content delivery for publishers and brings it back for end-users.
If RSS content publishers want to keep and grow their readership, they cannot aff
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
ord to do the things they could have easily been doing with e-mail.
Instantly, all the content needs to be highly relevant. You can no longer afford to send out blatant advertising messages or too much content that is of little interest to your target audience. If you want to survive you need to
Instantly, all the content needs to be highly relevant. You can no longer afford to send out blatant advertising messages or too much content that is of little interest to your target audience. If you want to survive you need to
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
tailor all of your content specifically to the needs of your target audience.
RSS content delivery must in nature be more relevant than content delivered by e-mail.
RSS content publishers know this and most are providing exactly this, very relevant content, usually more relevant than what most
RSS content delivery must in nature be more relevant than content delivered by e-mail.
RSS content publishers know this and most are providing exactly this, very relevant content, usually more relevant than what most
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
e-mail publishers are doing, since they are taking in to consideration the specific characteristics of the channel.
And there are more publishers like this every day. And eventually, even those that use both e-mail and RSS to deliver content, change the way they are delivering content using e-ma
And there are more publishers like this every day. And eventually, even those that use both e-mail and RSS to deliver content, change the way they are delivering content using e-ma
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
il. Their entire content production becomes more relevant to the user's needs.
It's quite easy to imagine the larger-scale implications of this.
Since more and more publishers are starting to offer more relevant content, that also raises the bar for other content publishers, even those not usin
It's quite easy to imagine the larger-scale implications of this.
Since more and more publishers are starting to offer more relevant content, that also raises the bar for other content publishers, even those not usin
.
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
g RSS.
Our expectations are increasing every day. We are no longer content with mediocre content, we actually expect and even demand more relevancy.
And so the circle is completed.
Early RSS publishers have started raising our expectations of what to expect from internet content and have thus
Our expectations are increasing every day. We are no longer content with mediocre content, we actually expect and even demand more relevancy.
And so the circle is completed.
Early RSS publishers have started raising our expectations of what to expect from internet content and have thus
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
affected our internet content consumption habits. Users, in affect, are starting to demand more, which in turn forces other publishers to comply with the increased demands.
This process has just begun and still has a long way to go, but it has begun and will not stop.
Copyright 2005 Rok Hrastni
This process has just begun and still has a long way to go, but it has begun and will not stop.
Copyright 2005 Rok Hrastni
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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