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Digg It - Ten Questions for Effective Communications, Part 1
This is part one of a two part series to help business owners communicate more effectively with customers and market members. Part one answers questions one through five. The questions use factual information to determine personality and social characteristics. Part two answers questi
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
ons about using these characteristics to improve business communications.
Business owners can communicate more effectively with present and potential customers, by answering questions about their markets’ characteristics. In the process, business owners will acquire a broader and dee
Business owners can communicate more effectively with present and potential customers, by answering questions about their markets’ characteristics. In the process, business owners will acquire a broader and dee
; 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
er understanding of their customers and markets:
1. What is their age?
2. How do they earn their income?
3. What is their education level?
4. What is their gender ratio?
5. What are their national origins and cultural distinctions?
1.
1. What is their age?
2. How do they earn their income?
3. What is their education level?
4. What is their gender ratio?
5. What are their national origins and cultural distinctions?
1.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
What is their age?
Knowing their age provides generation and life stage information that reveals attitudes, values, media and communication preferences and other characteristics that differ by generation and life stages.
Generations differ considerably from one another. If busin
Knowing their age provides generation and life stage information that reveals attitudes, values, media and communication preferences and other characteristics that differ by generation and life stages.
Generations differ considerably from one another. If busin
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ss owners develop messages based on personal preferences, their messages will be most appropriate to each business owner’s generation. But if the market is a different generation, the message will be ineffective.
The following descriptors illustrate some of the many differences by g
The following descriptors illustrate some of the many differences by g
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nerations:
• World War II – simple, frugal, gender biased, patriotic and conservative.
• Vietnam Baby Boomers – highly individualistic, inner directed, spiritually adventurous, and workaholics.
• Me Baby Boomers – abnormally high expectations, prolonged adolescence
• World War II – simple, frugal, gender biased, patriotic and conservative.
• Vietnam Baby Boomers – highly individualistic, inner directed, spiritually adventurous, and workaholics.
• Me Baby Boomers – abnormally high expectations, prolonged adolescence
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
well-educated, and spiritually conservative.
• Generation X – ambitious, pragmatic and self-sufficient.
• Generation Y – risk adverse, pragmatic, value oriented.
2. How do they earn their income?
Occupation, rather than income, is the most important pred
• Generation X – ambitious, pragmatic and self-sufficient.
• Generation Y – risk adverse, pragmatic, value oriented.
2. How do they earn their income?
Occupation, rather than income, is the most important pred
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
ictor of social class. Thus, knowing how people earn their income reveals their social class and in turn their concerns, values, attitudes, consumer habits and information needs.
Just like with generations, business owners generally relate best to members of their own social class, b
Just like with generations, business owners generally relate best to members of their own social class, b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t if customers and market members are in a different social class, marketing messages will likely be ineffective.
The following occupation information illustrates some of the differences by social class:
• Upper elite class – generally don’t work, but live off their investm
The following occupation information illustrates some of the differences by social class:
• Upper elite class – generally don’t work, but live off their investm
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
nts. Some manage large corporations.
• Middle class –work with their minds in professions that serve the upper class. They educate the children, provide medical care, and manage investments for the upper- and other middle-class people. These professionals exercise considerabl
• Middle class –work with their minds in professions that serve the upper class. They educate the children, provide medical care, and manage investments for the upper- and other middle-class people. These professionals exercise considerabl
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
control and creativity in their jobs.
• Lower class – work with their hands in routine, uncreative jobs over which they have little control.
3. What is their education level?
Education is the second most important predictor of social class. Level and type of ed
• Lower class – work with their hands in routine, uncreative jobs over which they have little control.
3. What is their education level?
Education is the second most important predictor of social class. Level and type of ed
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
cation affects the products that people buy, the way they spend their leisure time, and provides additional information associated with social class.
People with higher and better educations have better communication and conflict resolution skills. They work better in teams and are m
People with higher and better educations have better communication and conflict resolution skills. They work better in teams and are m
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
re punctual and responsible. They vote, read and travel more, while watching television less. They save more of their money, while spending more on products that indicate status.
Thus, knowing the education level of publics reveal differences related to media choices, communication s
Thus, knowing the education level of publics reveal differences related to media choices, communication s
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
yles and effective appeals.
4. What is their gender ratio?
In addition to born physiological differences that determine behavior, men and women are socialized differently and have different life experiences based on that socialization and gender role expectations.
These diff
4. What is their gender ratio?
In addition to born physiological differences that determine behavior, men and women are socialized differently and have different life experiences based on that socialization and gender role expectations.
These diff
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
erences result in men and women responding to marketing messages differently:
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence the
• the type of advice they seek and from whom,
• their exercise and recreation activities,
• the way they manage and feel about money, and
• the appeals that influence the
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
.
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ signifi
Thus, targeting a gender with marketing messages can make those messages more relevant and more appealing to market members.
5. What are their national origins and cultural distinctions?
Not only do non-Caucasians differ from Caucasians, they also differ signifi
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
antly between people of other national origins and cultural backgrounds. Not only do they differ between groups, they also differ within groups.
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other my
For instance, assuming that all Hispanic Americans can be reached effectively with the same message is a myth. Overcoming this and other my
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
hs in mandatory for effective communications. In reality, cultures, attitudes, and communication preferences for Hispanics from Mexico, the Caribbean and Puerto Rico differ considerabley.
Business owners can improve their marketing and other messages by segmenting by age, education l
Business owners can improve their marketing and other messages by segmenting by age, education l
.
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
vel, occupation, education, gender, national origins and cultural distinctions.
These characteristics and more are discussed in a free report, on Morton’s Matrix Market Segmentation process. It explains the process, moves step-by-step through it, and demonstrates it with Internet use
These characteristics and more are discussed in a free report, on Morton’s Matrix Market Segmentation process. It explains the process, moves step-by-step through it, and demonstrates it with Internet use
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
s. The free report is available at www.TargetPublics.com.
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Permission to Reprint:
Journalists, newsletter publishers, bloggers and others: You may reprint part or all of this article as long as the Web site links are included
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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