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Digg It - How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard
The Tale of Two Dentists...
Dr. Namel and Dr. Ivory are two Dentists located across the street from each other in a high traffic area that is surrounded by affluent neighborhoods.
Both Dentists were certain that having the ri
Dr. Namel and Dr. Ivory are two Dentists located across the street from each other in a high traffic area that is surrounded by affluent neighborhoods.
Both Dentists were certain that having the ri
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
ght location would mean automatic success
for their businesses.
To their dismay, patients were not lined up at their doors.
Business was not booming.
In fact, potential patients pass by them everyday unaware of their choice
In fact, potential patients pass by them everyday unaware of their choice
; 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
of a neighborhood Dentist.
Some prospects are vaguely aware that there is
a Dentist in the neighborhood,
but can not recall the name of the Dentist.
After all, they have not been given a reason to take notice.
Dr. Namel de
After all, they have not been given a reason to take notice.
Dr. Namel de
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
cides to spend his whole
advertising budget on an Ad
in the community newspaper.
The Ad results in an occasional trickle
of new patients,
but will never bring Dr. Namel
all the patients he can handle.
Dr. Namel never re
Dr. Namel never re
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ceives a return on his investment
because his Ads are not effective.
His Ad simply has a picture of him and his contact information. There is no call to action or an effective headline. Furthermore, the community newspaper do
His Ad simply has a picture of him and his contact information. There is no call to action or an effective headline. Furthermore, the community newspaper do
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
esn't
directly reach his target market.
Dr. Ivory knows that an Ad in a community newspaper will be a waste of money. She wants to reach her target market directly and exclusively. Her goal is to get the most bang for her
Dr. Ivory knows that an Ad in a community newspaper will be a waste of money. She wants to reach her target market directly and exclusively. Her goal is to get the most bang for her
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
buck,
while positioning herself as THE neighborhood Dentist.
Dr. Ivory decides to use Postcards to market her business.
She knows that she needs to stand out and be remembered. Her Postcard will be competing against all of the
Dr. Ivory decides to use Postcards to market her business.
She knows that she needs to stand out and be remembered. Her Postcard will be competing against all of the
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
other mail
that her prospects receive on a daily basis.
Yes, her Postcard has a better chance of being read
than a letter in an envelope.
But it still has to pass her prospect's 'so what?'
and 'what's in it for me?' tests.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
Dr. Ivory accomplishes this by unleashing the power of Postcards. She makes her Postcards extraordinary by creating Postcard Newsletters.
Dr. Ivory's Postcard Newsletter has helpful dental care tips on the back. The front
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
of her Postcard Newsletter
features her current special.
She brands her Postcard Newsletter with her logo,
contact information, and tagline.
Dr. Ivory sends the 'Dental Digest' to her prospects on a monthly basis.
Her prosp
Dr. Ivory sends the 'Dental Digest' to her prospects on a monthly basis.
Her prosp
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
cts look forward to receiving
the Dental Digest every month.
It stands out amongst their other mail,
and they instantly recognize it due to the
consistent layout and design of the Postcard Newsletter.
They enjoy reading the
They enjoy reading the
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
dental care tips and save every issue.
They even show their friends the Postcard Newsletter
from their neighborhood Dentist.
Each Postcard Newsletter builds more trust and credibility. Now when prospects drive by, they look
Each Postcard Newsletter builds more trust and credibility. Now when prospects drive by, they look
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
over at
Dr. Ivory's office and remember the Postcard Newsletters
they are receiving from their neighborhood Dentist.
When it is time to visit the Dentist, they automatically know to call their neighborhood Dentist, Dr. Ivor
When it is time to visit the Dentist, they automatically know to call their neighborhood Dentist, Dr. Ivor
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
y.
Who else would they trust their dental care to?
When they are asked for a referral to a Dentist, they automatically recommend their neighborhood Dentist, Dr. Ivory. Who else would they wholeheartedly recommend?
Dr. Ivor
When they are asked for a referral to a Dentist, they automatically recommend their neighborhood Dentist, Dr. Ivory. Who else would they wholeheartedly recommend?
Dr. Ivor
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
y now has all the patients she can handle.
She also has an extra bonus: constant referrals,
and patients singing her praises.
Meanwhile, Dr. Namel looks over at Dr. Ivory's office and wonders why she always has a constant str
Meanwhile, Dr. Namel looks over at Dr. Ivory's office and wonders why she always has a constant str
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
eam of patients.
After all, they are both in the same location surrounded by the same prospects.
Dr. Namel wonders why Dr. Ivory is experiencing much more success. He feels that he should have all the patients he can handle,
After all, they are both in the same location surrounded by the same prospects.
Dr. Namel wonders why Dr. Ivory is experiencing much more success. He feels that he should have all the patients he can handle,
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
since he is the only one with the
monthly Ad in the community newspaper.
Everyday, Dr. Namel looks over at Dr. Ivory and wonders what is the secret to her tremendous success.
Everyday, Dr. Ivory welcomes new patients and
Everyday, Dr. Namel looks over at Dr. Ivory and wonders what is the secret to her tremendous success.
Everyday, Dr. Ivory welcomes new patients and
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
enjoys seeing patients who keep coming back.
She has established a relationship with her patients
before they ever walk through her door.
Dr. Ivory looks over at Dr. Namel's office and it looks deserted. She wonders why he ke
Dr. Ivory looks over at Dr. Namel's office and it looks deserted. She wonders why he ke
.
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
eps pouring money down
the drain on an ineffective Ad in the newspaper.
Dr. Namel’s Ad costs ten times more than Dr. Ivory’s Postcard Newsletter.
Yet Dr. Ivory’s results are twenty times more effective.
Dr. Ivory thinks about
Dr. Namel’s Ad costs ten times more than Dr. Ivory’s Postcard Newsletter.
Yet Dr. Ivory’s results are twenty times more effective.
Dr. Ivory thinks about
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
her secret to success and smiles.
She can't help but smile at the fact that
a postcard has so much power.
And it definitely gives more bang for the buck.
Copyright 2004 Black Unicorn Communications, Inc. All Rights Reserve
Copyright 2004 Black Unicorn Communications, Inc. All Rights Reserve
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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