Subjects - Business

What’s a marketing professional to do? The world is filled with products, all vying for attention from your target audience. Research tells us that custom

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

ers must see messages about seven times to really “see” your message. Businesses need to break through the clutter and stand out in a customer’s mind. Int

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

Examples of combination products may in

egrated marketing assures your message will reach your customer by using a variety of methods targeted to gain awareness, interest, demand and then to a s

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

ale—IF your integrated marketing program is based on truly understanding your target customer.

1) Truly Understand Your Customer: To do integrated market

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

ng most effectively, you must understand your customer—what is their day-to-day life like—so that you can choose the most effective marketing vehicles and

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

Combination pro

programs. Understand what your audience reads, sees and does each day. An urban commuter is often on public transportation and driving to work—what do th

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

ey see, read, notice. Soccer Moms are often in the car-what are they listening to, seeing, doing? By understanding your customer, you can build effective

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

ntegrated marketing programs that reach them. If you don’t understand your customer, you won’t reach them no matter how many times you send your message o

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

ut.

2) Identify the Right Combination of Communication Vehicles: By understanding your customer, you can then select the combination of communication veh

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

icles to use to get to that “seven” impressions metric. Integrated marketing means using a variety of marketing mechanisms, all which work together to del

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

ver your message. Recently, Pitney Bowes wanted to target CEOs and change their brand perception of the company. For their integrated marketing approach t

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

Following aspects would a

o work, they needed to create a marketing program that matched the target market’s interests and lifestyle. Realizing that CEOs are often traveling, they

dd to the challenges in developing combination products:

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

used airport billboards as a key strategy. Understanding that CEOs want exclusive information to help their businesses grow, they arranged for a new book

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

by a well-known business writer to be sent to their target list and invited them to exclusive meetings with the business writer. It doesn’t matter how wel

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

your marketing activities are integrated if they don’t match your prospects lifestyle.

3) Consistent Messages: You wouldn’t put the exact same communica

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

tions on a billboard, radio, print ad, and email. However, each message needs to support your overall brand, position and benefits. Each communication nee

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

Professional from academic institutions, pharmaceutical industries, health care indust

ds to work together to provide the same compelling message that highlights your differentiation and benefits.

Action Steps to Take Now:
1) Evaluate

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

each customer segment you target—do you understand what they do, read, see. What is their day-to-day life like?
2) Audit what you are currently doin

.

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--What is the best way to reach each target? Are there more effective, more cost-efficient ways to reach them?
3) Are your messages consistent in ea

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

Companies that provide selfless information through particip

ch communication? The specific wording and treatment may differ, but the bottom-line position of your company must come through to create the best synergy

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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Subjects - Integrated Marketing: Three Easy Steps To Do It Right

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