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Digg It - Small Business Marketing Tall Tale #3: You've Got to Get Your Name Out There
Tall Tale Three
"Get Your Name out There"
Get your name out there. Plaster it everywhere. Slap it on the side of a bus. Paint it on a park bench. Print some matchbook covers. Cover your car in it. Shout it from the highest mountain top. Do what ever you have to,
Get your name out there. Plaster it everywhere. Slap it on the side of a bus. Paint it on a park bench. Print some matchbook covers. Cover your car in it. Shout it from the highest mountain top. Do what ever you have to,
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
but get it out in front of as many people as possible.
WRONG…WRONG…WRONG…WRONG…WRONG!
Market yourself this way and you’ll be spending countless hours on your efforts. You’ll be wasting precious time and energy on avenues that never bear fruit and will be speaking to peop
WRONG…WRONG…WRONG…WRONG…WRONG!
Market yourself this way and you’ll be spending countless hours on your efforts. You’ll be wasting precious time and energy on avenues that never bear fruit and will be speaking to peop
; 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 who aren’t listening and probably even annoying the crap out of them.
Ultimately, you will burn yourself out in an exhaustive effort that yields absolutely zero.
Yep, I said it…Zero, Zip, Nada, Nothing. If you are one of the many who buys into this “get your name out there” ph
Ultimately, you will burn yourself out in an exhaustive effort that yields absolutely zero.
Yep, I said it…Zero, Zip, Nada, Nothing. If you are one of the many who buys into this “get your name out there” ph
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
losophy, you are most likely already sitting on a curb somewhere huffing and puffing with exhaustion.
You are feeling like a candle burning wicks on both ends and just want to throw in the towel on this marketing stuff. But you can’t. It’s your business’ livelihood at stake. Wha
You are feeling like a candle burning wicks on both ends and just want to throw in the towel on this marketing stuff. But you can’t. It’s your business’ livelihood at stake. Wha
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
other option do you have?
An Excuse for Marketing that Doesn’t Work
"Get your name out there" is an old fable made up by marketing hacks who needed an excuse for advertising that doesn’t work.
You’ve probably heard, or even said yourself, when someone asked:
"How did th
An Excuse for Marketing that Doesn’t Work
"Get your name out there" is an old fable made up by marketing hacks who needed an excuse for advertising that doesn’t work.
You’ve probably heard, or even said yourself, when someone asked:
"How did th
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 ad work?"
"Well, it was OK. We got a few calls. Most importantly, though, we got our name out there."
Right. Got your name out there to whom? What does that mean anyway? You paid for an ad or for a bus stop bench (god forbid) and you got no calls.
If you get any solace by beli
"Well, it was OK. We got a few calls. Most importantly, though, we got our name out there."
Right. Got your name out there to whom? What does that mean anyway? You paid for an ad or for a bus stop bench (god forbid) and you got no calls.
If you get any solace by beli
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
ving you got some mysterious value out of that, you’re kidding yourself.
Why not just spray paint your name on the sidewalk? It would probably work better and get more attention.
The Poor Get Poorer
Unfortunately marketing junk like this usually afflicts the people who ca
Why not just spray paint your name on the sidewalk? It would probably work better and get more attention.
The Poor Get Poorer
Unfortunately marketing junk like this usually afflicts the people who ca
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
most scarcely afford it. Small businesses who don’t think they can afford help with their marketing or think all they can afford is the most basic "get your name out there" techniques are the usual victims.
The worst part is some businesses bet their existence on this myth. They’
The worst part is some businesses bet their existence on this myth. They’
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e desperate. Business isn’t what it needs to be, so they take a long shot and bet it all on the bus bench. Ouch.
That’s like realizing your personal finances aren’t in good shape and cashing your pay check for a six pack and 163 lottery tickets.
It Gets Worse
As if it was
That’s like realizing your personal finances aren’t in good shape and cashing your pay check for a six pack and 163 lottery tickets.
It Gets Worse
As if it was
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
’t bad enough, these same businesses
who buy junk ads and pray they work use the same logic they used to buy the ad to design the ad.
Well, the purpose of this ad is to "get our name out there." So, let’s start with our name. Then we’ll say we’re bonded and insured, have great s
Well, the purpose of this ad is to "get our name out there." So, let’s start with our name. Then we’ll say we’re bonded and insured, have great s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rvice and the lowest prices.
Does that sound familiar? Amazing, you must have some of the same bad advertisers in your town as we do in ours. What a small world!
Sometimes, these companies will hire a graphic designer to make the ad that says nothing of value look pretty so that
Does that sound familiar? Amazing, you must have some of the same bad advertisers in your town as we do in ours. What a small world!
Sometimes, these companies will hire a graphic designer to make the ad that says nothing of value look pretty so 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
hile nobody is paying attention to it they can feel comfortable knowing they’re "getting their name out there" – in style. Right on.
Sadly, it doesn’t work this way. It’s not even close.
Advertising is not a joke and it’s not a game. It’s about drawing and wrenching emotions out
Sadly, it doesn’t work this way. It’s not even close.
Advertising is not a joke and it’s not a game. It’s about drawing and wrenching emotions out
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
f people and tying your message to existing anchors they have in their subconscious mind. It’s about causing them to take action they can hardly resist.
This is not accomplished by "getting your name out there." It’s not accomplished by graphic designers. It doesn’t happen on park
This is not accomplished by "getting your name out there." It’s not accomplished by graphic designers. It doesn’t happen on park
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
benches or car magnets.
There Is One Better Option
Now you know that you cannot spend this much time creating and managing weak marketing messages and delivering them to the far reaches of the planet. You have a business to take care of – or have you forgotten?
It’s easy
There Is One Better Option
Now you know that you cannot spend this much time creating and managing weak marketing messages and delivering them to the far reaches of the planet. You have a business to take care of – or have you forgotten?
It’s easy
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
to get wrapped up in the perceived glamour of the marketing and advertising process, but it’s something you have to avoid at all costs.
Your time is the single most precious asset your company has and its misuse is the reason why more businesses go under faster than the R.M.S. Lus
Your time is the single most precious asset your company has and its misuse is the reason why more businesses go under faster than the R.M.S. Lus
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
tania.
So, if not "get your name out there," what do you do? Get it out in front of the right people, the right way, many, many times.
The Golden Snitch of this grueling game is caught by doing several things: planning, targeting, testing and measuring – very frequently. It’s a
So, if not "get your name out there," what do you do? Get it out in front of the right people, the right way, many, many times.
The Golden Snitch of this grueling game is caught by doing several things: planning, targeting, testing and measuring – very frequently. It’s a
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
ull time job.
Find that segment that is looking for, nay, needs that scendsational offering you have. Find them. Learn about them. Live like them. Know them and love them. Then let it loose. Measure. Do it again. Measure. Refine. Do it again. Measure. Never stop.
Ultimately, if d
Find that segment that is looking for, nay, needs that scendsational offering you have. Find them. Learn about them. Live like them. Know them and love them. Then let it loose. Measure. Do it again. Measure. Refine. Do it again. Measure. Never stop.
Ultimately, if d
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ne correctly, your potential and existing customers will gravitate toward you, orbiting like our planet orbits the sun.
Creating a game plan…you’ve heard the coaches say it umpteen times. They are on to something. They have a playbook and they stick to it. Even if times get tou
Creating a game plan…you’ve heard the coaches say it umpteen times. They are on to something. They have a playbook and they stick to it. Even if times get tou
.
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
h they still go to the trusty playbook.
They’re constantly trying new plays and testing new strategies and keeping a book of the best options.
You need a playbook; you need to know which players to put on the field for each play and you need a coach, unless you have an extra 40 h
They’re constantly trying new plays and testing new strategies and keeping a book of the best options.
You need a playbook; you need to know which players to put on the field for each play and you need a coach, unless you have an extra 40 h
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
urs per week to put into the game.
Doing anything else is just "spraying and praying." It’s like buying beer and lottery tickets.
Tall Tale Four will show you how you’re wasting tons of dough and losing revenue by trying to under-cut your competition over a sliver of market share
Doing anything else is just "spraying and praying." It’s like buying beer and lottery tickets.
Tall Tale Four will show you how you’re wasting tons of dough and losing revenue by trying to under-cut your competition over a sliver of market share
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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<a href="http://www.diggit.org.ua/article/28940/diggit-Small-Business-Marketing-Tall-Tale-3-Youve-Got-to-Get-Your-Name-Out-There.html">Small Business Marketing Tall Tale #3: You've Got to Get Your Name Out There</a>
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