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Keeping your name visible by advertising consistently generates awareness. Getting quoted in the media creates publicity. Making guest appearances at real estate offices and at networking events builds confidence with prospects.

And when you combine 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

e different elements, you have the power of an integrated campaign that presents a consistent image for your prospects and clients.

It’s from integrated campaigns that generate magnetism, meaning the messages you’re sending real estate agents help draw them 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

oward your services.

The structure of an integrated campaign relies on three components: communication channels, reach & frequency and most wanted response.

Communication Channels

A channel is the path used to transmit the message. Campaigns depend o

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

n various channels of communication to transfer information. An integrated campaign uses multiple channels simultaneously.

Channels include electronic, direct communication, and media. As a rule, select channels and sub-channels that your targeted audience uses reg

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

ularly. Presenting your message in a format that your target audience is already reading can increase the probability of your item being read.

Electronic Channel

In a multi-channel world, communication has become increasingly complex and technology based. For examp

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

Combination pro

e, the electronic channel uses email, fax, telephone and web sites to transport messages from you to your targeted audience.

Email provides a direct communication channel, rather than a broadcast channel. Fax transmission is a physical communication

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

medium, and has a more official aspect than email. An agent-focused web site, if you place submission forms, online support, newsletters and visual impact on it, is a web-based communication channel.

Direct Communication

A channel that can only trans

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

mit a message to one person at a time is considered a direct communication channel. It permits interactivity, the opportunity for both you and the Agent to respond and react. In a personal communication channel, you and the prospect communicate directly with eac

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

h other over the telephone or in person.

Media

Refers to the entire set of channels through which it is possible to transmit messages to some Agents or an entire group. The channel can take the form of broadcast, like TV and radio, print, such as newspapers

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

, magazines and direct mail, display media includes billboards, signs and posters.

Channel Mix

As a guide, use these questions to determine which channels would be most appropriate for your integrated campaign. Ask yourself the following:

Which

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

channels will allow me to communicate to the greatest number of my targeted audience?

Which channels can I afford?

Which channels complement my personal brand and position?

Which channels are likely to show a positive return on investment?

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

Following aspects would a

Reach & Frequency

Since many Agents you meet today aren’t ready to do business with you, an integrated campaign provides regular, scheduled contact to develop familiarity and trust. Reach and frequency keep your position fresh in your prospect’s mi

dd to the challenges in developing combination products:

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

nd so that they call you instinctively when they need your help. Reach is the number of Agents you expose to your campaign and frequency is the number of times you touch each Agent with it.

When determining reach and frequency, follow these two questions:<

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

/b>

Reach – How many targeted Agents must see, read, or hear my campaign during a specified time frame?

Frequency - How often should they be exposed to the campaign during this period?

Most Wanted Response

Your most wa

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

nted response (MWR) is the same as a call-to-action. It’s when an Agent, who’s exposed to your campaign, is told within the context of a message to do something specific, such as, “Call today,” or “Act now!”

In crafting your MWR ask the following:

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

b>Does it clearly identify exactly what prospects are to do?
Are they learning more about a problem? Watching a demo? Viewing a comparison chart? Let them know upfront what you want so they can determine if it's something they want.

Is the MWR action-

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

Professional from academic institutions, pharmaceutical industries, health care indust

oriented?
You'd be surprised at the difference in response, in the electronic communication channel, between "Learn How" and "Learn Now." Given the interactive nature of the medium, an active voice will boost your MWR.

Can the prospect easily find you

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

r MWR?
Make sure that it’s glaringly obvious and doesn’t get lost in the design of your message. You wouldn’t want a prospect becoming emotionally involved with a message and missing their instructions for further steps to take.

The idea of your MWR

.

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

is to broadcast a marketing message and encourage potential Agents to act on that message while it is still fresh in their mind.

Shock and Awe

Integrated campaigning is a systematic strategy that combines all aspects of your marketing and helps you to present a

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

Companies that provide selfless information through particip

consistent image to your prospects. By establishing consistency using different communication channels, high reach and frequency, and a deliberate most wanted response, you can generate magnetism that delivers a steady line of Agents at your door seeking assistance.

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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