Tags |
|
|
Links |
|
|
Digg It - Get Results: Start with Your Marketing Message and Objective
Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise’s marketing mix. Personally, I have witnessed significant and measurable increases in the online results of an enterprise when they include tradi
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
tional marketing strategies like direct mail, radio, television or publicity with their internet marketing strategies.
Although he did not disagree with the concept, he re-focused the discussion on the importance of an enterprise establishing their marketing message and obj
Although he did not disagree with the concept, he re-focused the discussion on the importance of an enterprise establishing their marketing message and obj
; 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
ctive even BEFORE contemplating their traditional or Internet marketing strategies. What an excellent point! What about you…
• Have you created a clear and concise marketing message?
• Have you defined your customer benefits and integrated them into your message?
• Have
• Have you created a clear and concise marketing message?
• Have you defined your customer benefits and integrated them into your message?
• Have
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 established a measurable objective to determine your success by?
Your Marketing Objective Defines Your Results
Business owners and marketers have a tendency to think in broad terms about their marketing objective by focusing on ones such as “generating traffic” or “des
Your Marketing Objective Defines Your Results
Business owners and marketers have a tendency to think in broad terms about their marketing objective by focusing on ones such as “generating traffic” or “des
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
gning a website.” Instead, the effectiveness of their internet marketing strategies should be driven by specific marketing objectives established from the end result required of the business to be economically sustainable.
For example, “generating traffic” is not directly
For example, “generating traffic” is not directly
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ied to a financial objective like “generating a cost per sale of $75.” The common misperception of “traffic equals sales” has wasted tremendous amounts of business’ capital on poor quality website traffic. In addition some businesses have developed negative attitudes towar
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
s Internet marketing by falsely associating poor results to it instead of to a lack of an objective.
Recently a new client described his horror story of spending a significant part of his budget on contracting with a paid search service provider. The resulting paid search
Recently a new client described his horror story of spending a significant part of his budget on contracting with a paid search service provider. The resulting paid search
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
ampaign was a major failure in terms of satisfying the client management’s net profit objective. Actually, to be precise, the campaign caused a massive negative net profit.
After asking further questions to understand why the situation occurred, I discovered that the blame
After asking further questions to understand why the situation occurred, I discovered that the blame
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
could not be attributed to the service provider’s failure to perform but instead to the client’s failure to define the correct marketing objective.
The client contracted with the service provider under an objective of “generating traffic” versus “generating a positive net p
The client contracted with the service provider under an objective of “generating traffic” versus “generating a positive net p
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
ofit.” The goal of “generating a positive net profit” involves a more strategic performance-centered setup and management of a paid search campaign which this particular service provider was not capable of delivering through their business model.
Unfortunately, directed by
Unfortunately, directed by
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
he client’s defined objective, the service provider delivered massive volumes of paid search “visitor traffic” which failed to satisfy the client’s non-communicated but expected increase in positive net profit.
Your Marketing Objective is the Balance between Determining Suc
Your Marketing Objective is the Balance between Determining Suc
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
cess and Failure.
By defining a measurable objective, an internet marketing strategy is regulated by the resulting increase or decrease of it. From this perspective, a simple “yes/no” decision is made as to the success of a particular strategy: “Yes” it achieved the market
By defining a measurable objective, an internet marketing strategy is regulated by the resulting increase or decrease of it. From this perspective, a simple “yes/no” decision is made as to the success of a particular strategy: “Yes” it achieved the market
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
ng objective and should be maximized; or “No” it fell short of achieving the marketing objective and should be dropped or the message adjusted and tested again. Without a measurable objective, the success of an internet marketing strategy is determined by subjective means v
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
rsus real data.
A Clear and Concise Marketing Message Ensures Achievement of Your Objective
The marketing message is essential for generating performance from your Internet marketing strategy. Rather on your website, landing page, or paid search ad, the message attracts v
A Clear and Concise Marketing Message Ensures Achievement of Your Objective
The marketing message is essential for generating performance from your Internet marketing strategy. Rather on your website, landing page, or paid search ad, the message attracts v
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
sitor attention, qualifies the type of visitor and persuades the visitor to complete your defined marketing objective.
An excellent book written by Doug Hall titled, “Jump Start Your Business Brain” outlines three essential components every effective marketing message shoul
An excellent book written by Doug Hall titled, “Jump Start Your Business Brain” outlines three essential components every effective marketing message shoul
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
include. They are:
1. Overt Benefit: answers the customer-centric question of “what’s in it for me?”
2. Reason to Believe: what persuasive credibility shows that you will do as you promise?
3. Dramatic Difference: what is your uniqueness to the customer?
The rudimentar
1. Overt Benefit: answers the customer-centric question of “what’s in it for me?”
2. Reason to Believe: what persuasive credibility shows that you will do as you promise?
3. Dramatic Difference: what is your uniqueness to the customer?
The rudimentar
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
knowledge gained from these three essentials is that you must focus on your visitor and answer their buying questions. By satisfying your visitor’s needs in a manner that persuades them to buy, they will correspondingly satisfy your needs.
Are You Satisfying Your Visitor’
Are You Satisfying Your Visitor’
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Needs?
An easy way to assess whether your marketing message is even capable of satisfying your visitor’s needs is to count the number of times your website copy states “you or yours” versus “we and us”. Although primitive, this exercise will immediately tune you in to whe
An easy way to assess whether your marketing message is even capable of satisfying your visitor’s needs is to count the number of times your website copy states “you or yours” versus “we and us”. Although primitive, this exercise will immediately tune you in to whe
.
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
e your marketing message is directed. If you’re talking more about “we” then about “you” then you’re focusing on the wrong message.
Instead of spending more time on developing a traffic generation strategy, re-focus your time and thinking on developing an effective marketi
Instead of spending more time on developing a traffic generation strategy, re-focus your time and thinking on developing an effective marketi
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
g message with a measurable objective. Ultimately your traffic generation strategy will achieve higher returns and stronger results when you attract the most qualified visitors through an effective marketing message and gain “data-driven” insight from a measurable objective
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/29921/diggit-Get-Results--Start-with-Your-Marketing-Message-and-Objective.html">Get Results: Start with Your Marketing Message and Objective</a>
BB link (for phorums):
[url=http://www.diggit.org.ua/article/29921/diggit-Get-Results--Start-with-Your-Marketing-Message-and-Objective.html]Get Results: Start with Your Marketing Message and Objective[/url]
Related Articles:
What to Do when Your Employer Asks for a Police Check
Cash Flow Tight? How to Fight Back!
You Didn't Use Brainstorming to Select Your Measures, Did You?
Bookmark it:
|