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BRAND IMPERIUM: When planning a direct response campaign, what do you view as some of the biggest challenges out there?

LAMMENS: First of all, the fact that TV advertisers are using cable and satellite far more thes

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 days, and as a result are growing less dependant on direct response advertisers for revenue. Equally challenging is keeping up with emerging media such as TV and video on demand, Ecast and novel approaches used by

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

the outdoor industry in their bid for the direct response market.

BRAND IMPERIUM: Do you welcome the multitude of options, or is it becoming a hindrance?

LAMMENS: [laughs] New opportunities are always welcome, alth

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

ugh it can be daunting to evaluate all the options. The proliferation of media buying options has made accurate tracking more difficult, and has done the same for effective buy management.

BRAND IMPERIUM: How and wh

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

y has this happened?

LAMMENS: It’s become standard these days to include a web address in direct response ads in addition to a unique telephone number. The problem with that is, if you don’t have a unique web addres

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

Combination pro

for each campaign, and web response is significant, than it might be wrongly attributed to the campaign. This could lead to very poor media optimization decisions.

BRAND IMPERIUM: What would you identify as some of

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

the biggest media opportunities around?

LAMMENS: Broadband video, definitely. It has already reached critical mass, and has tons of inventory. Interactive TV is another one. Everybody is worried about people’s abil

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

ty to record their favourite shows on their sky box, and as a result just fast forwarding through the ads. It’s a real concern, as recent figures suggest that 80% skip the commercials on BSkyB. But the real opportuni

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

ty lies in tagged ads: you are watching your show, and an icon appears, inviting you to click on it. You can then pause the show, visit a microsite where you can learn more the advertisers product. Nobody is really u

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

ing this technology to enough advantage on interactive TV to its full effect, but that is exactly the principle YouTube operates on: serving adverts during transmission. The trick here is to make the ad highly releva

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

nt to the show, and make the interactivity feel as if it adds to the experience of watching the show.

BRAND IMPERIUM: What are your views on mobile marketing?

LAMMENS: Personally, I think SMS codes on your mobile p

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

Following aspects would a

hone are a great response mechanism. Radio should really start looking into this. Radio is pretty much a mobile medium with low attentiveness rates. You make your call to action too complicated in a radio ad, you wil

dd to the challenges in developing combination products:

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

get no response, whatsoever. But a 5 number code such as 08880, yeah, I can remember that, send the text and receive the information I requested on my mobile. It can happily sit there until I’ve got time to look at

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

it.

BRAND IMPERIUM: Are there areas in direct response marketing you feel are unjustly overlooked.

LAMMENS: Valpak is doing a great effort with its co-op mailers. The reason why campaigns with them are so successfu

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

is their ability to target so narrowly. Good value for money too. Promotional printers like FSI works miracles as well. Clients very rarely ask for solutions the likes of Valpak or FSI, but I always recommend them b

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

ecause of the effectiveness. You can target your campaigns with laser precision, and there’s about 1,400 variables you can lay over your data such as demographics, product usage, behaviour and creditworthiness.

BRAN

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

Professional from academic institutions, pharmaceutical industries, health care indust

IMPERIUM: Digital media is all the hype at the moment. Do you find that this is the preferred media option at the moment?

LAMMENS: It is the media option that clients are the most aware off. It’s fun, because DRTV

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

and online are really working hard at becoming more effective in serving advertising. Some of my clients are very eager to explore emerging media. I count my blessings for that, because I get to experiment with these

.

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

media and learn what areas have the most potential and what their true ROI is.

BRAND IMPERIUM: What is happening with spending overall? Are budgets going up or down?

LAMMENS: Budgets are slightly on the up. Most co

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

Companies that provide selfless information through particip

mpanies have added media types to their marketing mix, and have additional products to support. Clients are also becoming more aware of the benefits of direct response marketing in terms of forging customer relations

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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