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Undecided if database marketing is right for your small business? Unlike many of the marketing recommendations we make, database marketing really isn’t a go

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

od fit for every small business. But…we can suggest a book that can help you decide. That book is by Arthur Hughes--Strategic Database Marketing. W

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

Examples of combination products may in

recommend you pick up the Second Edition.

A few years ago Customer Relationship Management or CRM was all the buzz in marketing--and with good reason. Man

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

ging customer relations can lead to increased profits for a business. Unfortunately, much of what was written about CRM was from a technical, computer/syste

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

s side and focused on very expensive solutions for large corporations. We are fans of Arthur Hughes because he explains the principles behind database marke

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

Combination pro

ing in a way a small business owner can understand.

We read the first edition of Strategic Database Marketing back in the mid-90s, and this second edition

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

at the start of the Millennium. The 2nd edition is far more readable for a non-marketing person; plus the updated edition includes advice on integrating 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

internet into your database marketing.

This book is not a quick and easy read. But, if your small business has a customer base that you can conceivably rea

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

h by database marketing, then this is the best book to start with. More than most marketing decisions, a commitment to successful database marketing takes a

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

true commitment from the owner. If you don’t have such a commitment, it will be very tough for you staff or outside vendors to succeed.

Again, be advised:

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

his is a book that will take some time to plow through. Many of the books we review are built to be fairly quick reads that contain solid marketing advice t

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

Following aspects would a

hat is usually “hidden in plain sight” from many small business owners. Arthur Hughes’ book is best read with a highlighter and, at times, a calculator.

Be

dd to the challenges in developing combination products:

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

ause at the end of the day, the beauty of database marketing is that it’s measurable. For you bottom-line oriented small business owners that get tir

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

d of our talk of Brand or Packaging, the emphasis that Hughes places on ROI should be quite welcome. This book is full of math examples that enable a Chief

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

arketer to understand the basics of database marketing.

You don’t have to be a statistics wizard to read the book; although basic business sense is certain

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

y helpful.

At its core, Hughes’ thesis is simple: companies can implement database marketing to improve their sales through building stronger relationships

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

Professional from academic institutions, pharmaceutical industries, health care indust

with their best customers.

The challenge, of course, is actually pulling it off. Many have tried, not all successfully. Hughes has some case studies that

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

ou can use to help you avoid some of the more costly mistakes some of the large corporate marketers have made. Strategic Database Marketing is a mini

.

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

al yet crucial first investment in database marketing for any small business marketer prior to spending buckets of money on hardware, software, or consultin

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

Companies that provide selfless information through particip

.

Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success.

© 2006 Marketing Hawk

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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