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Digg It - Know the Mechanics that Separate Winners from Losers
Are you an if-er or a do-er?
If you've been around the promotion circle long enough and even if you have not, you probably heard this one before, test, test, test! But before you embark into a promotional odyssey for your evolving publication full speed ahead, it is a good idea and very esse
If you've been around the promotion circle long enough and even if you have not, you probably heard this one before, test, test, test! But before you embark into a promotional odyssey for your evolving publication full speed ahead, it is a good idea and very esse
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
ntial that you market test your offer (s), if you want a full fledge promotion to give you the best results.
For those who feel this to be utterly unnecessary consider for a moment all the possible missed - opportunities:
A) What if this or that approach could have worked better?
B) If onl
For those who feel this to be utterly unnecessary consider for a moment all the possible missed - opportunities:
A) What if this or that approach could have worked better?
B) If onl
; 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
y I would of have used a stronger or more conservative angle.
C) Made the overall offer more appealing?
D) The message better understood?
E) What if, we would have provided a more value driven premium?
F) Lowered/raised prices... or included a better response vehicle?
The alternatives? A
C) Made the overall offer more appealing?
D) The message better understood?
E) What if, we would have provided a more value driven premium?
F) Lowered/raised prices... or included a better response vehicle?
The alternatives? A
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
more sound, efficient mailing - less wasted resources, money better allocated, greater savings and bigger profits!
Testing your offer involves extra efforts and perhaps a few additional dollars, but the end results is a much more informed, and profitable campaign but... that's not all.. a l
Testing your offer involves extra efforts and perhaps a few additional dollars, but the end results is a much more informed, and profitable campaign but... that's not all.. a l
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
earning experience as well.
A learning experience because through the process of implementing different promotional approaches you are constantly learning the mechanics that separate a winner from a loser and discovering other much more successful approaches that otherwise would have remaine
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
d hidden.
Okay, so how do I go about finding my offer true potentials you ask? Much obliged, first you must truly understand all the pieces that make up your promotional package, much like going back to basics. You are probably familiar with the old saying "an ounce of prevention is worth a
Okay, so how do I go about finding my offer true potentials you ask? Much obliged, first you must truly understand all the pieces that make up your promotional package, much like going back to basics. You are probably familiar with the old saying "an ounce of prevention is worth 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
pound of cure" well, in this case, "the best approach is worth many dollars saved, thousands earned", should fit the bill (no pun intended).
More to the point and to start you off here is a non-inclusive list of some familiar promo, components and terms, feel free to add others as necessary
More to the point and to start you off here is a non-inclusive list of some familiar promo, components and terms, feel free to add others as necessary
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
to conform to your specific offer (s), one word though... it is in your marketing - promotional best interest not to undermine any of these elements, as basic and redundant as they may appear to be:
Program-Format, what is the goal... best aesthetics?
Typestyle-Size, does it convey meaning
Program-Format, what is the goal... best aesthetics?
Typestyle-Size, does it convey meaning
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
by itself, is it attractive, consistent throughout?
Headline-Subhead, does it grab your attention, pulls you into the rest of the copy/letter?
Opening-Closing Copy, are your P.S.' and P.P.S.' effective?
Illustration (s)-Line Art, Photo, can it translate into a thousand words on it's own o
Headline-Subhead, does it grab your attention, pulls you into the rest of the copy/letter?
Opening-Closing Copy, are your P.S.' and P.P.S.' effective?
Illustration (s)-Line Art, Photo, can it translate into a thousand words on it's own o
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
r does it need text for support?
Pricing-Low, Competitive, why?
Premium-Incentive, is that the best you can do?
Ordering-Urgency, Deadline, future price increase?
Mode of Payment-Immediate, Conventional (Money Order, Check etc.), Credit Cards, Internet alternatives?
Response Vehicle (1)-
Pricing-Low, Competitive, why?
Premium-Incentive, is that the best you can do?
Ordering-Urgency, Deadline, future price increase?
Mode of Payment-Immediate, Conventional (Money Order, Check etc.), Credit Cards, Internet alternatives?
Response Vehicle (1)-
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
orm, Card, Postpaid?
Response Vehicle (2)-Plain Envelope, Postpaid?
Now reach deep down within your marketing/ promotional well of knowledge (however broad or limited it might be), and ask yourself... do I really understand this offer from my target (consumer/B to B/ recipient) point of vie
Response Vehicle (2)-Plain Envelope, Postpaid?
Now reach deep down within your marketing/ promotional well of knowledge (however broad or limited it might be), and ask yourself... do I really understand this offer from my target (consumer/B to B/ recipient) point of vie
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
w, is this program well thought out and the message properly structured?
How will the message be perceived... is it plain enough for the average consumer - smart enough for B to B or could it be improved and where?
One thing we learned over the years is that, when it comes to promoting your
One thing we learned over the years is that, when it comes to promoting your
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
wares, no matter what they may be, there is always room for improvements.. without exceptions.
Okay, still with me? Now that you had a chance to reflect on how well your program is put together, pick any, a group or all of the above listed key components and make changes. For example, chang
Okay, still with me? Now that you had a chance to reflect on how well your program is put together, pick any, a group or all of the above listed key components and make changes. For example, chang
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
e part of, or the whole sales letter... use a different approach, headline. Change the premium/incentive or give additional ones. Your end product should reflect a new concept for the same offer.
Once you are satisfied and your new concept is finished it is time to put it to the test (there
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
goes that word again).
Get both new and previous concepts into the market as affordably as possible, (e.g., if using a Card Pack and only one format but testing different pricing, and circulation reaches an audience upward of a hundred thousand or whatever the allowed mailing minimum is, key
Get both new and previous concepts into the market as affordably as possible, (e.g., if using a Card Pack and only one format but testing different pricing, and circulation reaches an audience upward of a hundred thousand or whatever the allowed mailing minimum is, key
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
- code one format with a number, and or different address). Have your Card Pack rep. Direct Response Agency etc., mail half to a group of prospects and the remainder to another group.
Ad testing follows basically the same procedure as for Direct Marketing (change heading/subhead, typestyle,
Ad testing follows basically the same procedure as for Direct Marketing (change heading/subhead, typestyle,
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
copy, graphic - if any - offer/ premium or incentive), but with one notable exception. Have Ads placed "split-run" or alternate each other in the same publication, in different areas within that publication or just run both Ads at the same time in different publications even exchanging targe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t publications after so many runs.
What is important, is to test different approaches or angles against each other to see which does better.. One thing is certain, you will be pleasantly surprise at how much more one concept pulls vs. the other. How many more orders - larger profits. You mos
What is important, is to test different approaches or angles against each other to see which does better.. One thing is certain, you will be pleasantly surprise at how much more one concept pulls vs. the other. How many more orders - larger profits. You mos
.
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
t likely will also be baffled at how well... however higher a price, does vs. the other or, whether a price is more widely accepted than another (when testing prices).
Whichever route you are exploring, allow the campaign to run long enough to really be able to see comparative results. Once
Whichever route you are exploring, allow the campaign to run long enough to really be able to see comparative results. Once
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
you have a chance to assess why and which approach did better, go ahead... and start over again. Against your best campaign producer, if time, and your budget allows it. You'll be surprised at the results and at how crucial Market Testing is, it will save you hundreds.. and earn you thousands
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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