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BRILLIANT MARKETING... sounds great, but what is it?

Is it the marketing idea that results in the mailman ringing your doorbell, signaling in a caravan of postal workers with mounds of letters - all in response to your latest advertisement?

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

Is it the idea that brings a 35% response rate on a direct mail campaign... or the one that sends gigabytes of good news in the form of PayPal payment receipt notifications? Surely all of these ideas would be considered brilliant marketing i

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

Examples of combination products may in

deas...right?

Well, maybe... it depends on the cost of generating the response. If the cost of marketing is greater than the income generated, it doesn’t matter how great the response, it’s not the result of brilliant marketing idea!

So wha

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

t is a brilliant marketing idea? Simple: a brilliant marketing idea is one that brings in profits far greater than the marketing costs associated with generating those profits. Simple in concept, but not so simple in application... unless you

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

r marketing focuses on those key elements that make the difference between disappointing marketing results and brilliant marketing results.

Marketing brilliantly means:

Creating Rapport – All of your messages, materials, and tactics must b

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

Combination pro

based on creating rapport with your prospects and customers. Eighty-seven percent (87%) of all business transactions take place because of sense of rapport – a statistic that just can’t be ignored. For example, use phrases like “For Your Con

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

venience” or “Questions Welcome”.

Using the Principals of Psychology – There is a lot of information readily available that tells us what makes prospects buy... incorporating this knowledge in your marketing is critical. For example, did you

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

know that the majority of response from a direct mail campaign comes after the seventh mailing? Why? Because the repetitive exposure finally gets through that part of your prospect’s brain that tries to ignore all of the “noise” coming at it

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

every day.

Affordability – Marketing brilliantly is all about developing materials and tactics to be as inexpensive as possible. This is vital for most small businesses (most of which have a nearly non-existent marketing budget). As simple

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

as this sounds, most businesses focus on designing materials that focus on ego-gratification... after all, it’s more impressive to see a four color ad in print than it is to see one in black and white. BUT... did you know it costs less to pr

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

nt the black and white ad and it actually generates greater response rates than a larger ad (or a four color ad) if it is designed using design tricks like a THICK black border. Marketing brilliantly means knowing these tricks of the trade –

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

Following aspects would a

and using them to decrease costs while increasing response rates.

Maximizing Everything -- Maximizing everything you do as a part of your daily business operations activity – so that it becomes a marketing activity also – is critical to mar

dd to the challenges in developing combination products:

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

keting brilliantly. It also means maximizing every element of your marketing materials and activities to bring maximum response. For example, if you are sending our invoices (or any other customer communication for that matter), be sure to in

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

clude marketing messages or materials in that routine mailing.

Creating Enthusiasm -- Every one of your marketing materials must focus on the benefits (and supporting features) of your products and services; this is the most inexpensive and

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

highly effective way to create the energy, enthusiasm, and emotion your prospect must feel in order to buy. People rarely buy because they need something... they buy because they WANT it. For example, just using exclamation points can create

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

nthusiasm and energy in your prospect’s mind!

Being Totally Comprehensive -- There are many different ways to market your business and you need to take advantage of every applicable avenue. This includes using business communications to mark

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

Professional from academic institutions, pharmaceutical industries, health care indust

et your business as well as advertising, direct mail, internet marketing, networking, public relations, and customer development tactics. (Customer development includes the more familiar category of customer service but it goes beyond that...

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

incorporating strategies specifically for developing customers into better, repeat customers.)

Using Self-Sustaining Strategies -- Operations are the life-blood of every small business; marketing brilliantly means your marketing almost oper

.

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

ates on auto-pilot and takes minimal time away from operations. For example, every marketing material you create should be used as many times, as many ways, as possible. Forget the prominent mentality that says every time you need to market

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

Companies that provide selfless information through particip

something that you need to create from scratch. Not only is it more expensive, but it takes valuable time away from business operations.

Okay, so there you have it: simple, logical, and amazingly powerful techniques for marketing brilliantly

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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Corporate gift baskets have become de rigueur in doing business these days. If you do marketing, you know that corporate gift baskets are among the most popular thank you and holiday gifts sent out between businesses.

Advertising needs to establish an association between the qualities of the product and the need of the consumer.

Customer Service is important in all businesses especially service businesses, because that is what you are selling services. If you come to a person's house or business to do a remodel or retrofit or merely some easy tenant improvements then you must give good customer service.

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