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Subjects - 12 Tips to Get Your Products Included in Gift Guides All Year Long
If yours is a product business, you know that certain times of the year are absolutely crucial to your sales.
For many product companies, sales opportunities increase during the Christmas holiday season, as well as other gift-giving times -- Valentine’s Day, Easter, Mother’s Day, Father’s
For many product companies, sales opportunities increase during the Christmas holiday season, as well as other gift-giving times -- Valentine’s Day, Easter, Mother’s Day, Father’s
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
Day, Graduation, Back to School, Halloween, Thanksgiving and others, depending on your product.
That’s why many businesses rely on a strategic Public Relations effort to boost sales during these peak seasons. And one of the most effective ways to kick up your sales is to get your product
That’s why many businesses rely on a strategic Public Relations effort to boost sales during these peak seasons. And one of the most effective ways to kick up your sales is to get your product
; 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
listed in a magazine, newspaper, or TV Holiday Gift Guide. Why is this so important? Because these holidays are when readers or viewers are READY TO BUY and eager to see what a media outlet recommends.
Another good reason to get your product featured in Holiday Gift Guides is because me
Another good reason to get your product featured in Holiday Gift Guides is because me
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
dia outlets almost ALWAYS list the ways for readers to order the product (usually a Web site, telephone number and/or retail store location), while in many standard publicity articles, contact information is not included.
As you might imagine, getting into a Holiday Gift Guide is not all
As you might imagine, getting into a Holiday Gift Guide is not all
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
that easy. There’s lots of competition from hundreds, sometimes thousands, of other companies that are also pitching their products. Here are a dozen tips to help you get your products covered in Holiday Gift Guides:
1. Send your pitches at the right time. Timing is critical. Know the d
1. Send your pitches at the right time. Timing is critical. Know the d
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
eadline for each Holiday Gift Guide. Magazines, for instance, have long lead times, and newspaper and TV have shorter lead times (more specific information about deadlines is covered later in this Special Report). And remember, while sending product samples out too late is obviously a was
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
ted effort, sending them out too early is also not a good idea, because the products can get misplaced.
2. Determine the category of gifts that each media outlet covers. For example, Southwest Airlines’ in-flight magazine covered only technology gifts in their Christmas Holiday Gift Guid
2. Determine the category of gifts that each media outlet covers. For example, Southwest Airlines’ in-flight magazine covered only technology gifts in their Christmas Holiday Gift Guid
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
e this year, while Alaska Airlines' in-flight magazine covered upscale items.
3. Pay attention to your packaging and shipping. I’ve been told many times by media people that products often arrive broken, or with unappealing packaging, and the media people often won't even consider those
3. Pay attention to your packaging and shipping. I’ve been told many times by media people that products often arrive broken, or with unappealing packaging, and the media people often won't even consider those
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
products for coverage in the Holiday Gift Guide.
4. Submit Gadgets/Technology if you have those products. Most business magazines, men’s magazines, and in-flight publications cover gadgets (technology) in their Holiday Gift Guides, as do many consumer magazines. Family Circle, for instan
4. Submit Gadgets/Technology if you have those products. Most business magazines, men’s magazines, and in-flight publications cover gadgets (technology) in their Holiday Gift Guides, as do many consumer magazines. Family Circle, for instan
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
ce, covered Family Technology in their 2005 Christmas Holiday Gift Guide. Family Circle will also cover tech gifts for Moms, Dads, and Grads in their Spring/Summer 2006 issues. U.S. News & World Report is another publication looking for tech gifts for Mother’s Day and Father’s Day.
5. Off
5. Off
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
er inexpensive products. Many media outlets cover gifts under $50, $25 or even lower cost stocking stuffers. Good Housekeeping’s 2005 Christmas Holiday Gift Guide, for example, was titled “Great buys under $50.” Redbook’s 2005 Christmas Holiday Gift Guide was titled “40 gifts under $40.”
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
6. Send in your most colorful products. Most media outlets are visual, and color looks better in the pages of a magazine or on TV than drab colors do. If you flip through magazines with Holiday Gift Guides, you’ll notice that most of the items are bright colors. So, make sure that ei
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
ther your product or your packaging has eye-catching color to capture their attention.
7. Donate a portion of your product’s sales or profits to charity. Some media outlets ONLY cover products that donate to charity. Not only is it the right thing to do, but it also increases your chanc
7. Donate a portion of your product’s sales or profits to charity. Some media outlets ONLY cover products that donate to charity. Not only is it the right thing to do, but it also increases your chanc
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
es of getting publicity. Be sure to mention this in all of your pitches.
8. Offer something that is brand new to the marketplace. Remember, Gift Guide Editors are just like other media people -- they want something new. If you create a new product, you’ll get the media’s attention.
9.
8. Offer something that is brand new to the marketplace. Remember, Gift Guide Editors are just like other media people -- they want something new. If you create a new product, you’ll get the media’s attention.
9.
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
Don’t forget products for pets. While Prevention Magazine’s December, 2005 issue didn’t have a Gift Guide for people -- it did have a “Pet Gift Guide”. Many other Gift Guides, especially in women’s magazines, include gifts for pets. Remember, there are millions of pet lovers out there 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
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
o consider pets their “family” and want to buy holiday presents for them. If you have a unique gift for a pet, you may very well get coverage.
10. Mention any celebrity tie-ins. Some entertainment media outlets will only cover your products if celebrities use them. Other media outlets l
10. Mention any celebrity tie-ins. Some entertainment media outlets will only cover your products if celebrities use them. Other media outlets l
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
ike to know that celebrities use the product, because readers and viewers are fascinated with celebrities, and want to use the same products. So, if your brother-in-law’s cousin knows someone famous who’s willing to tout your product, go for it.
11. Manufacture the product yourself. It
11. Manufacture the product yourself. It
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
is much easier to get coverage if you make the product (unless, of course, you’re an exclusive seller of a product). For example, Real Simple Magazine’s Beauty and Grooming Department will do a three-page Gift Guide for Dads in June. They are looking for men's beauty and grooming products
.
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
. If you make anything in this category (shaving creams, hair and skin care products, etc.), this would be a great opportunity for you (Real Simple Holiday Gift Guide products often get hundreds, even thousands of sales).
12. If you can get a major retailer to sell your products, include
12. If you can get a major retailer to sell your products, include
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
that information in your pitch. Gift Guide Editors feel more comfortable recommending products sold by major retailers.
Remember . . . throughout the year the media is working on Gift Guides. Use these tips to help obtain great public relations coverage leading to sales for your product
Remember . . . throughout the year the media is working on Gift Guides. Use these tips to help obtain great public relations coverage leading to sales for your product
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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