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Subjects - Promotion
What the marketing manager communicates is determined by target customer’s needs and attitudes. How the messages
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
are delivered depends on what blend of the various promotion methods the marketing manager chooses.
A marketin
A marketin
; 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
manager can choose from several promotion methods – personal selling, mass selling, and sales promotion. Furthe
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 the different promotion methods have different strengths and limitations, a marketing manager usually
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ses them in combination. And, with other marketing mix decisions, it is critical that the marketer manage and co
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rdinate the different promotion methods as an integrated “whole” – not as separate and unrelated parts.
Persona
Persona
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
l selling involves direct spoken communication between sellers and potential customers. Face-to-face selling pro
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
ides immediate feedback – which helps salespeople to adapt. Although salespeople are included in most marketing
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ixes, personal selling can be very expensive. So it’s often desirable to combine personal selling and sales prom
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
tion.
Mass selling is communicating with large numbers of potential customers at the same time. It’s less flexi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
le than personal selling, but when the target market is large and scattered, mass selling can be less expensive.
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
Advertising is the main form of mass selling. Advertising is any paid form of non-personal presentation of ide
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
s, goods, or services by an identified sponsor. It includes the use of such media as magazines, newspapers, radi
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
and TV, signs, and direct mail.
Sales promotion refers to promotion activities – other than advertising, publi
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
ity, and personal selling – that stimulate interest, trial, or purchase by final customers or others in the chan
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
el. Sales promotion may be aimed at customers, at middlemen, or even at a firm’s own employees (see the examples
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
in the table).
Relative to other promotion methods, sales promotion can usually be implemented quickly and get
Relative to other promotion methods, sales promotion can usually be implemented quickly and get
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
results sooner.
Each method involves its own distinct activities and requires different types of expertise. As
Each method involves its own distinct activities and requires different types of expertise. As
.
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
result, it’s usually the responsibility of specialists – such as sales managers, advertising managers, and prom
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
tion managers – to develop and implement the detailed plans for the various parts of the overall promotion blend
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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