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Digg It - Creating a Foundation for Your Marketing
Creating a Foundation for your Marketing
A marketing calendar is the key to bringing your value proposition to life.
Intelligent marketing is marketing based on your firm’
A marketing calendar is the key to bringing your value proposition to life.
Intelligent marketing is marketing based on your firm’
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
s core idea—or value proposition. “What is the main benefit you offer your clients?”
Every one of your marketing weapons must be an extension of your value proposition. Advertising
Every one of your marketing weapons must be an extension of your value proposition. Advertising
; 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
, stationary, direct mail, telephone marketing, signs, web site, all must support your value proposition.
To do this, you need to have a focused strategy. Your marketing calendar propels
To do this, you need to have a focused strategy. Your marketing calendar propels
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
you to your goal by coordinating your marketing weapons in an orderly, logical manner.
Benefits
Among the benefits calendars offer: • Process, not event. Marketing calenda
Benefits
Among the benefits calendars offer: • Process, not event. Marketing calenda
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rs encourage on-going consistency rather than hit-or-miss marketing that never builds momentum and often results in lost opportunities.
• Freedom from budget surprises. Marketing c
• Freedom from budget surprises. Marketing c
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
alendars control your investment and help you avoid overspending or under-spending.
• No more “deadline madness.” Marketing calendars protect you from last-minute costs, stress, a
• No more “deadline madness.” Marketing calendars protect you from last-minute costs, stress, a
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
nd surprises. Marketing calendars make planning, buying and staffing easy.
Tracking your marketing
Guerrilla Marketers also use marketing calendars to identify their most profitab
Tracking your marketing
Guerrilla Marketers also use marketing calendars to identify their most profitab
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
le marketing tools by measuring the results of their marketing against written goals.
Tracking helps you eliminate marketing investments that miss the target and double investment in thos
Tracking helps you eliminate marketing investments that miss the target and double investment in thos
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e that hit the center of the bull’s eye.
Case study
A recent client, for example, who owned a furniture store, doubled the effectiveness of her marketing by creating a marketing c
Case study
A recent client, for example, who owned a furniture store, doubled the effectiveness of her marketing by creating a marketing c
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
alendar and tracking the success of her promotions.
By asking customers how they heard about the store, she was able to cut newspaper and radio ads that were not pulling their weight. Thi
By asking customers how they heard about the store, she was able to cut newspaper and radio ads that were not pulling their weight. Thi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s made it possible for her to invest more in the weapons that produced the most sales and profits.
Many successful Guerrilla Marketers soon feel their marketing calendar is their most pre
Many successful Guerrilla Marketers soon feel their marketing calendar is their most pre
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
cious business asset!
Calendar elements
Every firm’s marketing calendar is different. Some are daily, others are weekly or monthly. But, most contain the following elements:
• Ma
Calendar elements
Every firm’s marketing calendar is different. Some are daily, others are weekly or monthly. But, most contain the following elements:
• Ma
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
rketing weapons employed
• Starting date and length
• Title of promotion or event
• Co-op funds or fusion partners
• Total cost
• Sales and profit
Choosing the
• Starting date and length
• Title of promotion or event
• Co-op funds or fusion partners
• Total cost
• Sales and profit
Choosing the
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
right weapons
Sample marketing weapons include:
• Follow up phone calls or letters
• Classified ads
• Public relation announcements
• Your 10-second elevator speech
John Wanamaker, 19th century department store magnate, once noted, “Half of my marketing is wasted. I just don’t know which half!” With a marketing calendar, this will not happen to you!
Sample marketing weapons include:
• Follow up phone calls or letters
• Classified ads
• Public relation announcements
• Your 10-second elevator speech
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
r>
• Networking and speeches
• Flyers
• Business Cards
• Newsletters
• Signage
• Web site
• Direct mail
There are over 100 Guerrilla Marketing weapons avail
• Flyers
• Business Cards
• Newsletters
• Signage
• Web site
• Direct mail
There are over 100 Guerrilla Marketing weapons avail
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
able. A marketing calendar helps you select the most appropriate, so you can reach your market as often as possible. Repetition is a proven component of a successful marketing attack.
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
A failure to plan, however…
Marketing calendars take the guess work out of marketing. Without a calendar, consistent action is unlikely. You’re likely to miss important promotional, c
Marketing calendars take the guess work out of marketing. Without a calendar, consistent action is unlikely. You’re likely to miss important promotional, c
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
o-op, or fusion marketing opportunities because there won’t be time to act. This results in lost sales and/or expensive last minute efforts, reducing your bottom line.
A marketing calenda
A marketing calenda
.
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
r permits you to see far into the future. Marketing will come into clearer focus. You’ll find it easier to commit to a program, see it as the investment it is, and profit from consistency.
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
John Wanamaker, 19th century department store magnate, once noted, “Half of my marketing is wasted. I just don’t know which half!” With a marketing calendar, this will not happen to you!
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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