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KNOW YOUR AUDIENCE

The Oscars will be handed out soon, and it’s a perfect time to keep this in mind: If you’re a business owner or manager, it’s wise to think of yourself as a great film director who’s telling a story. Having directed films, stage, television, and stage producti

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

ons we noticed that the principles of great directing or filmmaking apply exactly to great marketing.

OK, so you don’t need the baseball cap or the megaphone like a film director. But in order to attract the right “audience,” you do need to communicate something critical – the 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

lents and services of your company. And, you need to connect with your audience – so they will appreciate what you have to offer.

Think about it: When you’re positioning your company, you’ll craft an intriguing ‘script’ which you know as ‘promotional messages’. You’re conveying

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

the fact that you offer something of interest, you do it well, you’ve hired the best talent (even if Tom Cruise isn’t available) and really connect emotionally with those who need your services.

In great drama, you want to evoke emotions and meaningful reactions in your audience

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

to make them laugh or cry. In great marketing communications, you want your audience to buy. They won’t, if they feel there is no compelling reason . . . just as they won’t cry watching a film if the heroine dies and they simply don’t relate to her — or if they’re emotionally con

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

Combination pro

flicted or confused.

CREATE THE BUZZ

Now consider the last film you absolutely loved. It gripped you, didn’t it? You wanted to tell all your friends about it, because it had such an intriguing affect on you, right? In marketing, it’s all about creating that “buzz” — you want to

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

evoke that reaction in your audience (or target market) through your marketing materials, your print ads, TV commercials, presentations, networking, and of course … by doing great work, which offers lots of value!

In a film, the director carefully builds and develops each charac

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

ter so the audience can get to know her, to laugh with her or feel her pain, and to understand how she acts and reacts. In marketing, it’s all about reaction — you want your audience to grow with you, to feel connected, and to relate to and trust in you. And you especially want t

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

em to learn about the enormously useful solutions you offer.

But, first you have to understand your audience. And that requires that you have in-depth knowledge of your existing clientele. In that way, you can attract more clients like the ones you already have and cherish, and

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

enjoy helping.

FINDING YOUR IDEAL MARKET

We recommend a method for truly understanding your clients, and finding out what they value in the work you provide—having a third party interview them—but only one highly experienced in marketing interviews. When you fully understand wh

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

t makes your clients tick (and more importantly, what they love – or don’t love -- about doing business with you), you can promote those qualities to other potential markets.

In this investigative work many wonderful surprises emerge. You might find that your clients need other

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

Following aspects would a

ervices you could offer, or that you are undervaluing your services and could easily raise your prices (this is actually a very common discovery). Also, you might find that a simple change to your invoice system would make everyone much happier — your “audience” will laugh instea

dd to the challenges in developing combination products:

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

d of cry. Or, you might learn that even though you believe you offer lightning-fast response time, your clients don’t perceive it that way. From this information, you can often make improvements that lead to significantly more income.

Generally, your clients won’t share this inf

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

rmation directly. Most humans want to please others, and steer clear of offering suggestions that might provoke an uncomfortable or unwelcome response. And sometimes clients are fearful of hurting your feelings. While this is understandable, you might be missing some valuable les

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

sons your clients are dying to share with you, that could benefit your business enormously. Or maybe they just need some prompting to think more deeply about the real value your business offers so they can share that with you.

BREAK FROM HO-HUM MARKETING … IT’S TOO BORING!

Usin

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

the “great films as marketing” metaphor, think about how many classic films have taken radical departures from the ordinary … from “Schindler’s List” to “The Wizard of Oz” to “Gone With the Wind.” These movies were huge attention-getters in their day, and became major cultural i

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

Professional from academic institutions, pharmaceutical industries, health care indust

nfluences. Don't you want your work to be recognized as a significant influence, too?

Once you break from ho-hum marketing, and learn to put your deeper beliefs and values into your promotion, a remarkable thing will happen: You will attract precisely those clients who really ne

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

d and appreciate the products or services your company provides. In other words … once you know what your clients really value, making it available to them will be an incredibly simple process.

We firmly believe: “Knowledge is Bliss.”

MARKETING IS AN INVESTMENT. SPEND IT WISELY

.

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

.

Sometimes a company needs special tools to expand its marketing, promotion, or outreach. That’s exactly why we’ve developed these Marketing Products Under $20 that will help busy business owners get what they need right away!

• Write Your Company Bio or Profile
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elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

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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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Software solutions used in call centers have helped in increasing customer satisfaction and reduce the workload of agents and call center managers. The commonly used software in call centers helps in storing and classifying each and every transaction affected by its agents and customers. This information is then used to define standards relating to different call center activities and devise plans to achieve those standards.

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