Main Subject - Business

Chapter 4 of 14

When selecting a celebrity endorser it should go without saying that you need to select a person who matches the goals of your product or company and its brand message. Too often I see brands using individuals that do not match the demographics or targeted consumer. Why is that? I

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

think many times companies are just so caught up in using a celebrity they tend to overlook what the message is and who it ultimately needs to reach. In the case of a large company, it is safe to say they have conducted extensive research to make sure the fit is correct for the company. However, thi

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

Examples of combination products may in

ngs can and do backfire. The most recent example of that would be McDonald’s and Kobe. Here is a situation that when the relationship started it was the perfect match, at least on paper. In one fleeting moment the well thought out strategic plan turned into a media nightmare for both McDonald’s and

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

Kobe. His guilt or innocence didn’t matter - the damage was done. McDonalds quickly and probably correctly choose to sever all ties with the star.

Because you are most likely working on a smaller scale those types of things hopefully will not come into play as chances are you are hiring your celeb

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

rity endorser for a much shorter and lower profile promotion. What the Kobe situation does illustrate is the importance of making sure your celebrity endorser is a match and has nothing hiding in the closet that all of sudden could turn into a media mess.

One of the great things about hiring retired

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

Combination pro

athletes or long forgotten TV and movie stars is the fact that they, in most cases, are very eager to get the work and will usually go the extra mile to make sure your promotion is a success. Use a current star and the tide changes quickly. Sometimes they just make so much money that they don’t care

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

…and when they don’t care it’s almost guaranteed that your promotion will experience choppy water. Often times they are hard to work with and instead of you being able to dictate to them what they need to do, they will try and tell you. Like spending a little extra time hanging around after the even

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

t - forget it…they are out of there quick. It’s too bad because they overlook or forget that without the fan base they would be nothing. It’s nice to be a purist but realistically, you have to deal with the overpaid and spoiled celebrity. That’s why we work extra hard to find the perfect fit, selec

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

ting someone who is not working. When a retired person is positioned correctly it can make your promotion extremely successful. It just takes time to plan…and plan you must.

Over the years we have built a small but reliable stable of celebrity endorsers who have not failed us once. However, when fi

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

rst starting out and matching the celebrity endorser to a brand it is much more difficult to guarantee your results. That’s why when the time comes when you seriously want to investigate using a celebrity endorser, use us for FREE to help you make a success of your promotion.

When we consider anyone

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

for a celebrity endorser we always insist that they try and use the product or service themselves. We want them to be able to have first hand knowledge that the product works. In so doing we are able to have them walk into the appearance much more confident than having no prior use or exposure. The

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

Following aspects would a

deal that we just completed had the celebrity endorser using the product for a month or so before we ever signed a contract. In this particular case it was great because the celebrity endorser was already a user of one of the companies other best selling products. In fact, he had been using this ot

dd to the challenges in developing combination products:

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

her product for himself and his entire family for the last eight or nine years. Needless to say, the celebrity endorser was already sold on one of the companies other products so he went into the promotion with a good positive attitude. Because of that, he has turned out to be not only the celebrity

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

endorser, but he has turned into a true believer, introducing the product to important people that he already knows and feels would benefit from it as he is out traveling the country at various events. Hopefully, you are getting a picture of how we are making this celebrity much more than the picture

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

on the box. We are making him into a walking billboard. Next time he is a guest on a TV show, guess whose shirt and logo he will be wearing. We are planting seeds that we hope to reap the rewards of for a long time. We are also being extremely proactive with the celebrity endorser while at the sa

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

me time knowing the invisible boundaries from which we can work. At no point do we want to overstep our welcome. We are very tactful in the way we present ideas to the celebrity endorser, as we don’t want to ruffle their feathers. We are proactive but very discrete as to how we approach the celebri

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

Professional from academic institutions, pharmaceutical industries, health care indust

ty endorser with extra duties. Most are willing, but the benefits need to be clearly identified for both parties.

Don’t ever make assumptions regarding your customer. It’s imperative to know your customer so that you make an intelligent decision as to your celebrity endorser and your brand match.

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

Many who use celebrity endorsers go to great lengths to track down the prospect and then mail them some type of formal plan. We prefer to do things a little different. If we don’t know off hand how to reach someone we do a Google search and many times that will give us the information we need to co

.

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

ntact the person directly. Yes, many times we will try and make a direct contact, less any agents, and see where that leads us. Sometimes we will get a favorable response or “you need to talk with my agent”. We prefer the direct approach and in every instance using that will lead to a better deal.

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

Companies that provide selfless information through particip

I’m sure this statement will get agents all hot and bothered, but the truth of the matter is many times you can do a deal with a celebrity endorser without an agent. It’s important to remember the celebrity endorser loves the color of green. The more green they receive the better they like the deal

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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