Digg It - Business

If Baby Boomers can get botox and tummy tucks, then why don’t companies receive facelifts to improve their image as well? The telephone is the lifeblood of any business. Use it respe

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

ctfully. Don’t leave your clients on-hold to listen to radio static or elevator music. With digital recording and delivery of sound files, professional production of on-hold advertis

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

Examples of combination products may in

ng is both economical and necessary for a positive image. That’s right – it’s imperative that the first impression a client receives of your business (even though they may never visit

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

is how they’re treated on the telephone. How many times have you called a business to hear “Thank you for calling ABC Dental Office please hold” before you can get a word in edge-wis

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

.” In many cases , what they have on-hold is your first impression of that company.

Music Selection Should be Appealing

At the very least, make certain on-hold music is a decent sel

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

Combination pro

ction, and that you have permission to broadcast the music to on-hold callers. After all the music chosen is a direct reflection of your business. If you don’t get your licensed musi

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

from an On-Hold Message provider, you may obtain permission to play certain music on-hold from ASCAP, BMI, or SESAC, the three large performing rights organizations.

Develop Content

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

That Sells Products and Services

Customers who are on-hold are essentially a captive audience. If you want on-hold time to turn into sales, consider hiring a professional producer t

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

mix radio style commercials with licensed music. The copy should be specifically written to cross-sell your products and services. AT&T studies show that people will stay on-hold l

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

nger if they hear messages about your company during the waiting period. Do not rely on the “please hold for personal assistance to your call, or thank you for your patience while on

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

hold” type of messages. I believe these type of messages hurt you more than help you.

Answer Repetitive Questions On-Hold

As you’re on-hold spots are developed, remember this market

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

Following aspects would a

ng strategy is a customer service tool as well as an advertising tool. Take the heat from your receptionist during busy call periods and answer those repetitive questions in on-hold s

dd to the challenges in developing combination products:

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

ots.

On-Hold Advertising is Economical

Advertising sales are based on the number of impressions. If a business had one call placed on hold every ten minutes during an eight hour day

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

5 days per week, there would be 11,000 opportunities each year to market their business and services.

How to Evaluate an On- Hold Company

Make certain you get both male and female v

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

ice talent, and that the professional voice is pleasing. The studio you use should employ scriptwriters and offer a selection of licensed music to choose from. You choose the music f

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

om their library, not the on-hold company. You don’t want the same stale music everyone else uses. In most cases all that is needed is an inexpensive off-the-shelf CD player.

Facts A

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

Professional from academic institutions, pharmaceutical industries, health care indust

out On-Hold Advertising

Eighty percent of businesses have nothing on-hold, so businesses that do set up programs are on the cutting edge. Twelve percent of businesses do have a radi

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

or CD tuned in while their customers are on-hold. Only 8% of businesses have on-hold programs.

The number of companies who use on-hold as a time to advertise are growing. That’s b

.

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

cause business owners are realizing there’s no better way to impress a client who has never been to your office than a well designed, informative on-hold program. Remember in today’s

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

Companies that provide selfless information through particip

competitive market, image is everything. On-Hold advertising is one of the best facelifts a company could have.

By R.J. Paradee, President First Impression Inc. and MediaRight Studio

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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