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Dear Visitor,

Today, I am going to talk about a singular experience and present to you a rare opportunity to advertise your products, to one of the greatest and most controllable markets, accessible almost for

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

free, through an overlooked media. (It has nothing to do with Pay-Per-Click, or newspaper )

I am talking about college students as the market, and the college campus as a center of marketing research and experi

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

Examples of combination products may in

ents.

Is A College Campus A Flea Market In Disguise?

I come from Mirebalais, a small city in Haiti. And when I was a boy I used to go the market (make it flea market or open market) to buy chicken, which I int

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

nded to raise without my mother knowing. (that’s a different story).

But if you’ll bear with me, you’ll see the relationship between a college campus and an actual flea market. And if you can see the relationsh

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

ip you’ll see the vast opportunity for market testing and covert marketing research that a college campus offers.

How Much Controld Do You Have Over Your Audience On A College Campus?

In a flea market, people

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

Combination pro

are gathered to buy and sell their products. On a college campus, students are gathered to buy education, and sell themselves to each other. Those students carry with them their everyday dreams, their everyday w

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

nts, their everyday desires. And these emotional buttons can put in motion by your advertisement because those students carry with them the same emotions that people carry with them in the marketplace.

Control?

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

Wednesdays and Saturdays were the market days in my little city. And when you go to the market, you could not avoid the sellers: the people crying :” Fresh milk, right from the cow. Buy now and mix with your co

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

fee..” You could not avoid the other merchants yelling: “Sweet potatoes. Delicious sweet potatoes. Big ones too. Unearthed today, boil them and delight your family. Give your children good food. Sweet potatoes.”

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

Once you step into the market place, you were ‘prisoner’ of the offers.

The same thing goes for college students. Once they enter the buildings, they are prisoner of your advertising. They’re under your ‘contr

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

l’, we could venture to say…for as long as your flyer can attract their attention, they won’t fail to miss it. As long as your offer taps into one of their emotional needs for recognition, love, amusement, succe

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

Following aspects would a

ss, they won’t fail to respond to it.

And here’s how the college campus becomes a place of marketing research and market testing for any company that sells products that college students want.

Direct Response

dd to the challenges in developing combination products:

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

Advertising Using Flyers

The college campus becomes A MEDIA where the students are held captive (they have to go through the buildings). And that gives you control on the delivery of your message. That also ena

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

les you, if you are disciplined, to test different messages. This wouldn’t apply to hit-and-run companies…that do one special promotion and drop the ball.

And because you’re certain of having these eyeballs for

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

the next three months…you can test different messages and see which flyers get more responses. Which flyers are picked up quickly and which are ignored religiously. You can research the reaction to your offer,

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

overtly. I am not talking about focus group, but direct response advertising through flyers.

(of course, we should remember that the population is diverse. Age, ethnicity are two major points of diversity. Most

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

Professional from academic institutions, pharmaceutical industries, health care indust

college students are old teenagers and in their mid-twenties, but more and more older people (30’s and up) are returning to college, for many reasons (career change, get education….)

Now if you sell something t

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

hat college students want, all you have to do is present your offer to them….on campus.

How do you do this?

Four Key Elements In College Campus Advertising

Message (Content and Design)

Support(what type of p

.

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

per, what color of paper, what size of paper)

Delivery (when and where on the college campus)

Measurement (Response Device and direct observation)

How do you compete against the clutter of flyers that abound

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

Companies that provide selfless information through particip

n posting boards?

Stay tuned….this question I will answer in my next post….I’ll back up my answer with a specific campaign/market testing I conducted at Massasoit Community College in Brockton, Ma.

Swans G Pau

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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Five advertising tips to make your advertisements much more effective. If you have a home based business or a family business, you probably cannot afford to hire a professional copywriter to create your advertising. However, you still need to advertise your business, so how can you make it as effective as possible? One thing you must never do is ...

Here is a list of the Top 4 don't ever do these at home or in business letter head design mistakes. Read these to make sure you don't reapeat the same mistakes that others have it can be detremental to your business credibility as well as your health.

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