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Digg It - Can Harley Davidson's Secret Weapon Revitalise Your Marketing?
Imagine yourself in a helicopter over Milwaukee, USA, on the
shiny morning of June 13, 1998.
You look down casually on the criscrossing tangle of roads on Interstate 94, and then do a doubletake. You can't believe your eyes.
It seems like there are hundreds of moving objects on the highway below. Maybe even th
You look down casually on the criscrossing tangle of roads on Interstate 94, and then do a doubletake. You can't believe your eyes.
It seems like there are hundreds of moving objects on the highway below. Maybe even th
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
ousands. You watch in horror as a veritable sea of black advances like warrior ants into downtown Milwaukee.
You hastily reach for your binoculars and your heart goes thump, thump, thump. Thousands upon thousands of Harley bikers, swathed in trademark leather and shining chrome bikes seem to be almost invading t
You hastily reach for your binoculars and your heart goes thump, thump, thump. Thousands upon thousands of Harley bikers, swathed in trademark leather and shining chrome bikes seem to be almost invading t
; 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
e city.
What should you do? Maybe you should call the newspaper. The police perhaps. Surely Milwaukee needs some sort of warning.
But it's too late. The bikers are already in the city.
Then you see the fluttering flags
The roads of Milwaukee seem to be lined with cheering people. Flags flutter in the
What should you do? Maybe you should call the newspaper. The police perhaps. Surely Milwaukee needs some sort of warning.
But it's too late. The bikers are already in the city.
Then you see the fluttering flags
The roads of Milwaukee seem to be lined with cheering people. Flags flutter in the
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
sunshine. The roar of the crowd seems to
drown the chucka, chucka, chucka sound of the helicopter you're in.
Down at street level, 50,000 proud Harleys roar through the city. You don't know it yet, but among those riders are senior executives, CEOs, employees and long-time owners of Harleys. It's a heck of a p
Down at street level, 50,000 proud Harleys roar through the city. You don't know it yet, but among those riders are senior executives, CEOs, employees and long-time owners of Harleys. It's a heck of a p
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rade and over 125,000 owners turn up for Harley's big 95th Come Home' birthday.
Wouldn't it surprise you, even appall you, to know that in the spring of 1984, just 14 years earlier, only twenty eight bikers showed up?
28 to 365,000 members: What changed in 14 years?
It's called HOG. Short for Harley Owners Gro
Wouldn't it surprise you, even appall you, to know that in the spring of 1984, just 14 years earlier, only twenty eight bikers showed up?
28 to 365,000 members: What changed in 14 years?
It's called HOG. Short for Harley Owners Gro
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
up.
Harley had dug a deep financial hole for themselves in 1983. Money for advertising was kinda non-existent. Saddled with this Catch 22 situation, Harley Davidson set about creating the first HOG chapter.
Using newsletters and club magazines they built their susbcriber base one member at a time. From one sol
Harley had dug a deep financial hole for themselves in 1983. Money for advertising was kinda non-existent. Saddled with this Catch 22 situation, Harley Davidson set about creating the first HOG chapter.
Using newsletters and club magazines they built their susbcriber base one member at a time. From one sol
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
tary chapter, the HOG has mushroomed to an astounding 940 chapters around the world.
Working on an advertising budget of 10 cents or less
In 1997, Harley Davidson spent just $1 million on advertising. Before you say "Oh, I don't have a million," -- look at Harley's advertising budget for 1996, 1995, 199
Working on an advertising budget of 10 cents or less
In 1997, Harley Davidson spent just $1 million on advertising. Before you say "Oh, I don't have a million," -- look at Harley's advertising budget for 1996, 1995, 199
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
4, 1993, 1992...all the way to 1984.
Zero.
A big fat zero.
All their money, squillions of dollars, went into creating an absolutely top-notch product. And then creating a community that would buy into the brand.
You were expecting some big secret, weren't you?
It's called community. Yeah, that's the b
Zero.
A big fat zero.
All their money, squillions of dollars, went into creating an absolutely top-notch product. And then creating a community that would buy into the brand.
You were expecting some big secret, weren't you?
It's called community. Yeah, that's the b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
g secret. Creating community among your clients. Harley does it. Sting does it. Apple does it. So why don't you do it?
It's way too much trouble, huh?
Well let's jump back to Harley Davidson's profit line. Think jackets, boots, gloves, t-shirts, bike accessories, baseball caps. Then do the math. Don't you think
It's way too much trouble, huh?
Well let's jump back to Harley Davidson's profit line. Think jackets, boots, gloves, t-shirts, bike accessories, baseball caps. Then do the math. Don't you think
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
each HOG member is going to spend at least $10 to keep up his/her Harley image?
What's $10 profit x 350,000 members? You got it. $3.5 million.
Now let's look at actual figures In 1996, Harley took home $100 million. Up from $20 million, just eight years before in 1988. Mind boggling, huh?
And we're not even c
What's $10 profit x 350,000 members? You got it. $3.5 million.
Now let's look at actual figures In 1996, Harley took home $100 million. Up from $20 million, just eight years before in 1988. Mind boggling, huh?
And we're not even c
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
unting the profits from the sales of the
Harley bikes!
So how can you do a Harley?
Let's face it. You work too damn hard in your business
Yes, you know you've got to sell time and again to a customer. And yes you know the real profit lies in your existing customer coming back time and again. And that
So how can you do a Harley?
Let's face it. You work too damn hard in your business
Yes, you know you've got to sell time and again to a customer. And yes you know the real profit lies in your existing customer coming back time and again. And that
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
customers talk to customers and it helps to build sales.
But where the heck are you going to get the time to do all of this community business?
If Katrina can do it, you can
Katrina runs a little dress store in a town that boasts of less than 15,000 residents. Business can be cut-throat, specially wit
But where the heck are you going to get the time to do all of this community business?
If Katrina can do it, you can
Katrina runs a little dress store in a town that boasts of less than 15,000 residents. Business can be cut-throat, specially wit
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
the
big megastores within 'small business gobbling distance.'
Yet Katrina's done a 'Harley.'
Every month, Katrina heads out for coffee. And she's not alone. In the quaint little cafe down the road, there's a hubbub of excitement. Katrina's customers are having a whale of a time. They're laughing, chatting an
Yet Katrina's done a 'Harley.'
Every month, Katrina heads out for coffee. And she's not alone. In the quaint little cafe down the road, there's a hubbub of excitement. Katrina's customers are having a whale of a time. They're laughing, chatting an
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
d tucking into cheesecake -- while Katrina picks up the tab month after month.
Do you see the word advertising anywhere?
Printing of glossy brochures? Hundreds of dollars of publicity?
All it costs is $2.50 for a coffee. Per customer. Per month.
That's all it takes. And Katrina's community builds one customer
Do you see the word advertising anywhere?
Printing of glossy brochures? Hundreds of dollars of publicity?
All it costs is $2.50 for a coffee. Per customer. Per month.
That's all it takes. And Katrina's community builds one customer
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
at a time. Customers bring friends, friends bring friends and the dresses fly out of Katrina's dress store.
Why community is the most powerful secret of all
1) The competition doesn't have a clue
While conventional advertising and publicity is great, it costs serious moolah. And everyone, including com
Why community is the most powerful secret of all
1) The competition doesn't have a clue
While conventional advertising and publicity is great, it costs serious moolah. And everyone, including com
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
petitors, can see
exactly what you're doing. Once they get their grubby hands
on your plans, they can outspend you, outsmart you and send your business into outer Mongolia.
With community, you can see who's coming through the door. And you're the doorkeeper. It gives you the chance to create Super Glue loyalty
With community, you can see who's coming through the door. And you're the doorkeeper. It gives you the chance to create Super Glue loyalty
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
long before your competition wises up.
2) Communities give specific and vital feedback
Ja, ja. They may complain good-naturedly at times. But mostly they'll be giving you valuable feedback. They'll tell you what they want and what is passe. Tey'll bond with you. Trust you and your judgement with each meeting.
2) Communities give specific and vital feedback
Ja, ja. They may complain good-naturedly at times. But mostly they'll be giving you valuable feedback. They'll tell you what they want and what is passe. Tey'll bond with you. Trust you and your judgement with each meeting.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
You will no longer have to guess what your customers want. They'll tell you even without your asking. What more could you ask for?
3) No man is an island
You've heard that phrase before. No man or woman likes to be an isolated case. Psychologically, we all like to be part of a group, a society, a country or
.
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
community of some sort. Give your clients something to cling to and watch how leaders and volunteers form within the community, dramatically lessening your workload.
Bankers call it compound interest
Invest in an account now and put away a little bit every day Suddenly before you know it, you've got ga
Bankers call it compound interest
Invest in an account now and put away a little bit every day Suddenly before you know it, you've got ga
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
zillions in the bank.
Building community is no different. You'll have to put the pieces together, one evangelist at a time.
Ladies and gentlemen, rev up your engines. Hit the road and start building your community. And you'll find as Harley has found with HOG.
That yes, communities do bring home the 'bacon.' ;
Ladies and gentlemen, rev up your engines. Hit the road and start building your community. And you'll find as Harley has found with HOG.
That yes, communities do bring home the 'bacon.' ;
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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