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Digg It - I'm Mad as Hell and I Refuse to be an Advertising Victim
I stopped being an advertising victim in 1992 when I was first introduced to Dan Kennedy Marketing, and it is one of the most important lessons I’ve learned.
I’m happy to say I haven’t been an advertising victim for 13 y
I’m happy to say I haven’t been an advertising victim for 13 y
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
ears.
If you have been in business for awhile, it has already happened to you - probably more than once. In fact, probably often. And if you are new to the retail world, you can bet the mortgage that it will eventu
If you have been in business for awhile, it has already happened to you - probably more than once. In fact, probably often. And if you are new to the retail world, you can bet the mortgage that it will eventu
; 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
ally happen to you.
What is it? It's when you get that big black checkbook out of the center desk drawer, and you sit down across from some media salesperson, and you write out some kind of a check for some amount,
What is it? It's when you get that big black checkbook out of the center desk drawer, and you sit down across from some media salesperson, and you write out some kind of a check for some amount,
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
for some kind of promotion advertising expense, and you have no earthly idea whether you made a good decision, bad decision, when you'll know, how you'll know, if you'll know.
I detest that kind of uncertainty. I don
I detest that kind of uncertainty. I don
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
t like to play guesswork games with my money and I bet you don't either. I'm going to tell you how to eliminate it, how to make every dollar you spend on advertising and marketing measurable and accountable.
The Bes
The Bes
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t Place To Spend Your Hard Earned Money On Advertising Is Direct Response!!
All advertising can be one of only two types – either "Institutional Advertising" or "Direct Response Advertising." It is monumentally impor
All advertising can be one of only two types – either "Institutional Advertising" or "Direct Response Advertising." It is monumentally impor
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
tant to understand the difference.
Most advertising in magazines, newspapers, on radio, TV, and billboards is institutional advertising. It is Institutional advertising because in most cases, there is no way of accur
Most advertising in magazines, newspapers, on radio, TV, and billboards is institutional advertising. It is Institutional advertising because in most cases, there is no way of accur
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
ately tracking response. Most advertising agencies like institutional advertising since, without tracking, they canNOT be held responsible for zero results. If an ad campaign does not produce the results they want, they b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ame it on:
1. The economy
2. The weather
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortuna
1. The economy
2. The weather
3. You didn't run the ad often enough
4. YOU (your merchandise, your service, your image, etc.)
You Can't Deposit “Creativity” In The Bank
Unfortuna
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
tely, most advertising agencies are interested In being creative and cutesy.
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not r
That's what wins advertising awards. I think this is absolutely ridiculous. The advertising field gives awards based on creativity, not r
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
esults. Many ads that have won top awards didn't produce any substantial increases in sales.
Direct response advertising, on the other hand:
1. Contains a headline that flags your prospect and creates curios
Direct response advertising, on the other hand:
1. Contains a headline that flags your prospect and creates curios
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
ity
2. Creates interest in the merchandise
3. Creates desire in the prospect
4. Has a specific offer
5. Has a deadline
6. Has measurable results
Why is this so important? Two reasons:
1. Mos
2. Creates interest in the merchandise
3. Creates desire in the prospect
4. Has a specific offer
5. Has a deadline
6. Has measurable results
Why is this so important? Two reasons:
1. Mos
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
businesses have limited capital to spend on their marketing and advertising (unless you are Coca Cola or Microsoft). Since you have a limited budget, why waste it on advertising that you are not sure is working?
2.
2.
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
The only reason a business would advertise is to get more customers and sell more merchandise. A direct response ad concentrates only on this purpose. First, it contains a headline that attracts the attention of the sp
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
ecific customer you want to in your store(s).
Then, it makes a complete and compelling case for the reason for your offer. Next, it proves to the customer that the reason for the offer will solve some problem in the
Then, it makes a complete and compelling case for the reason for your offer. Next, it proves to the customer that the reason for the offer will solve some problem in 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
customer's life or provide some valuable benefit to him.
It states specific reasons, facts, and statistics, as well as testimonials from other customers to validate the claims. Then it tells the reason why you are
It states specific reasons, facts, and statistics, as well as testimonials from other customers to validate the claims. Then it tells the reason why you are
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
ble to make such an attractive offer. It tells the customer what to do in order to gain the benefits of the offer.
It creates "urgency" by telling the customer that he must act now in order to gain these important b
It creates "urgency" by telling the customer that he must act now in order to gain these important b
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
enefits, and why this offer is so limited, either by time, or by the quantity available.
Finally, it must contain a way for you to track exactly what sales or customers were generated by that particular ad.
No
Finally, it must contain a way for you to track exactly what sales or customers were generated by that particular ad.
No
.
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
w that I have defined for you the difference between institutional and direct response advertising, here's the big question that you have to ask yourself before you make every future marketing and advertising decision. Does
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
the advertising that you are considering meet all six of the criteria that I outlined above? If is doesn't, then pass on it as quickly as you can say:
"I'm Mad as Hell and I Refuse to Be an Advertising Victim Again!
"I'm Mad as Hell and I Refuse to Be an Advertising Victim Again!
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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