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We read the Marketing, Media & Advertising publications regularly in vain hope that the troublesome issue of commercial clutter will start to become a major concern within the industry.

Yes, we read that there is plenty of new

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

s regarding the imminent arrival of yet more clutter! For example "Agencies welcome news of Virgin 1 free-to-air channel"

"Balloon ads really take off for Ford".

Tess Alps saying, "TV's influence on campaigns should be self-e

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

Examples of combination products may in

ident", which happens to be about as sensible a statement as "Pigs might fly"!

May we ask "What about the poor old customer"? Because they are not, obviously taking delivery of all these intrusive commercial messages.

The ir

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

ny is that attempts to beat clutter end up yielding more of it! We must all bear in mind that, "…at the end of the day, the ability of the average consumer to even remember advertising twenty-four hours later is at the lowest

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

level in the history of advertising", according to the US Advertising Research Foundation.

From here it would appear that the UK Advertising Industry is perfectly happy to just vaguely recognise the existence of clutter withou

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

Combination pro

t doing anything about it!

Most certainly creativity is not the answer, creativity has never been the sole criterion for the success or otherwise of an advertising campaign.

The advertising industry is trying to solve the pro

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

lem by doing more of the same. That is, by creating more advertisements. What that absurdly cliched statement "cutting through the clutter" has really yielded is an industry that shotgun blasts commercial messages into sexy

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

new places as quickly as it can identify them.

Yes, clutter is leading to more saturation, clutter and intrusiveness and the Web 2.0 will only worsen marketing resistance.

To put it simply, the advertising business is crushin

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

itself under the weight of its own messaging, squeezing the effectiveness out of its product as consumers become more and more unaffected to the commercialisation of their surroundings.

And now they are becoming excited with

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

mobile marketing, where perhaps the greatest risk lies for a new avalanche of commercial content. It is seen as one of the advertising businesses' great growth areas. It has not taken off yet because the jury is still out o

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

just how receptive consumers are to commercial messaging on their telephones. If companies start swamping people with messages, people will be turned off!

Research indicates that a magazine reader looks at glossy advertising

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

Following aspects would a

pages rather favourably, as part of the editorial content, while a TV viewer is more likely to see 30-second spots as interruptions. Between these two lies Internet viewers who are simultaneously bombarded with heaps of generic

dd to the challenges in developing combination products:

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

untargeted advertisements with more finely tuned advertising taking into consideration behaviour.

However this new media have the potential to deliver even more saturation, clutter and intrusiveness than traditional media, in

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

which case the new media will only worsen marketing resistance.

We have to refocus not on the media but on the customer, who currently is being suffocated by commercial messages as he moves from medium to medium,

In the face

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

of growing clutter of advertising messages and the increasing ability of consumers to screen out unwanted commercials and ads., there is also a growing problem for advertisers in breaking through the surrounding noise.

By pres

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

nting advertisements in the form of an Interactive "Event" it alters the consumer’s perception to the content making the communication process far more effective, by providing an enjoyable mechanism for consumers to become invo

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

Professional from academic institutions, pharmaceutical industries, health care indust

ved with the brand and its advertising message.

This meets the desire, evident among consumers, to open up a dialogue with at least some of the manufacturers or service companies whose products they buy; and also feeds consume

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

rs evident wish to be better informed about what it is they are being asked to buy.

By getting consumers to make a commitment to finding out more about an advertiser’s offer, the interactive technique can create the conditions

.

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

for positive attitudes towards the advertiser and positive learning about the product advertised.

In addition to providing this encouragement for consumers to focus on the brand – and to develop for themselves the steps of the

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

Companies that provide selfless information through particip

argument that should lead to a purchase – the technique can provide the advertiser with valuable feedback about both the product and its advertising. This is a dialogue that can benefit both sides, and be seen to be doing so

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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