Subjects - Business

I keep reading articles on marketing that seem to be written by aliens.

I don't mean to be arrogant here, but why is it that the advertising and marketing community permits this constant flow of

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

misleading information to be passed around like some mind-bending drug at a fraternity party?

I think the Harvard Professors who teach some of this tripe should have to make a company profitabl

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

Examples of combination products may in

e for a couple of years before pontificating their ivory tower theories to MBA candidates who think these people actually know what they are talking about. Try hacking your way through one of the

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

r marketing books--you could float a balloon with the hot air.

Let me give you a recent example--one of many.

A new study of brand awareness conducted by some rather high profile market researc

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

h "authorities" claimed that "Even the most effective advertising does not instantly cause customers to purchase a product." The study goes on to promote the fact that one needs to build brand aw

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

Combination pro

reness before anyone will buy anything.

Excuse me????

Are they deaf? Dumb? Blind?

They have it upside down. Building brand awareness is an important and laudable strategic goal, but it is not

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

the basic purpose of marketing or advertising. The reason one advertises, the reason one engages in marketing at all is to create reach for a product or service and sell it... NOW. If you bag the

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

prospect later, good for you, but if you the have idea that advertising, "Even the most effective advertising", is not capable of creating an immediate sale, good luck making payroll this month.

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

The sale itself creates brand awareness, usually the best kind. The product is now out in the environment, and if it's worth a damn, the purchaser will talk about it. Brand promotion doesn't get

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

any better that.

This ground-breaking study is nothing more than a sophisticated excuse for campaigns that don't produce response.

A good ad can easily create an immediate impulse to buy. Inde

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

d, it should do just that.

My wife recently received a direct mail solicitation for a new on line service (she'd never heard of). She logged on, checked it out and signed up.

An ad for a brand

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

Following aspects would a

new web-based publication landed in a close friend's email box. He read a sample copy and subscribed.

Good ads--good marketing pieces that have surveyed messages--attract attention, get a messag

dd to the challenges in developing combination products:

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

e across and create a reach for the product. If your copy writers and creative people simply assume they know what motivates your prospects to buy, you will get haphazard results.

You sell fitne

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

s equipment. You've got a new treadmill. You survey your target market and find out that 65% of them think the biggest benefit to owning a treadmill is the ability "to lose weight and inches arou

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

nd the middle". You build a campaign around this attribute.

Across town, senior management at the competition knows that using a treadmill "improves cardiovascular fitness" and thinks that is wh

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

people should buy one. Their campaign pushes this "Button".

Whose campaign gets a better response?

I know its rhetorical, I'm trying to paint a simple picture here--this isn't rocket science.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Properly surveyed promotional material will parallel the mind of your public and generate response. It is the job of sales to channel that reach into a sale--RIGHT NOW.

Did I mention that is wha

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

t we do, survey prospects about what it is they think is valuable about a particular product? It may have slipped my mind.

You can find out more about what we do and the results our clients get

.

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

y giving us a call or checking out our website - details below.

Let me end with a piece of good news on the marketing front. Online marketing newsletter Iconocast reports:

"While retail sales w

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

Companies that provide selfless information through particip

orldwide have taken a hit, the latest data from a Nielsen//NetRatings and Harris Interative study of 36,000 online users shows e-commerce sales grew 54% in September compared with a year earlier.

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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Sometimes this is the last question of a phone screen or a face-to-face interview. Regardless of when it occurs, and believe me it will, you should be ready to rock and roll with your answer! A great candidate like you should be more than ready to absolutely kill this question with your fluid communication and self-marketing skills. By preparing for this question and relaxing in the interview you will slay this hiring manager dragon.

The demand for over the road drivers remains high and the pay for operating a tractor-trailer is high.

Don't let time wasting meetings rob you of your productivity. You can do something about it -- now.

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