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Digg It - Is It Possible For A Piece Of Direct Mail To Induce A Heart Attack?
As I opened my mailbox, I did what most folks do when they get their mail…
I turned into a humanized version of a mail sorting machine. Within an instant, I have already identified junk-mail, a few bills and a stack that requires further investig
I turned into a humanized version of a mail sorting machine. Within an instant, I have already identified junk-mail, a few bills and a stack that requires further investig
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
ation to determine if it’s worth keeping or belongs in the trash can.
But today was no ordinary mail day. Today, I was given a mild heart-attack by what I found in my mailbox.
As I sorted through the week-old stack of mail, an envelope jumped ou
But today was no ordinary mail day. Today, I was given a mild heart-attack by what I found in my mailbox.
As I sorted through the week-old stack of mail, an envelope jumped ou
; 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
at me and instantly had my full attention. Not only did it have my full attention, but it had already created an emotional response within my body. My heart rate raised, blood vessels tightened and my breathing pattern increased.
I’m not exagg
I’m not exagg
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
erating here, this is 100% true…
The envelope had a logo that is instantly recognizable to any grown adult in America. The envelope appeared to be from the I.R.S.
Since it wasn’t tax season and I own a business, I instantly thought I was being a
The envelope had a logo that is instantly recognizable to any grown adult in America. The envelope appeared to be from the I.R.S.
Since it wasn’t tax season and I own a business, I instantly thought I was being a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
dited. Now, I have absolutely nothing to hide, but the thought of the time and hassle an audit would take sent shivers up my spine.
Here’s where this gets interesting – do you remember in my previous messages when I discussed the first job of mar
Here’s where this gets interesting – do you remember in my previous messages when I discussed the first job of mar
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
keting? Interrupting or getting attention through the use of the brain’s automatic search engine called the Reticular Activation System (RAS)?
Well, this story illustrates that process perfectly. See, if you remember, the RAS is constantly looki
Well, this story illustrates that process perfectly. See, if you remember, the RAS is constantly looki
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
g for items of priority around us. In other words, things we really want, things we really want to avoid, things that are dangerous, familiar or problematic.
The I.R.S. looking logo falls front and center into the “Problematic” zone.
When this h
The I.R.S. looking logo falls front and center into the “Problematic” zone.
When this h
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
appens, it’s impossible to ignore taking some sort of action.
Unfortunately for most businesses that spend their hard earned dollars on advertising and do a decent job on the “attention” step, the next action is usually a pitch into the trash can
Unfortunately for most businesses that spend their hard earned dollars on advertising and do a decent job on the “attention” step, the next action is usually a pitch into the trash can
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
r ignorance of the remainder of the message.
But before I continue on that subject, let me finish this story because it illustrates a very, very, very important point in sales and marketing.
As I opened the envelope with hope that I wasn’t being
But before I continue on that subject, let me finish this story because it illustrates a very, very, very important point in sales and marketing.
As I opened the envelope with hope that I wasn’t being
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
audited by Uncle Sam, I quickly realized that I’d just fallen victim to a false alarm. The ad was from – get this – Parenting Magazine! Needless to say I was relieved, but ticked off at the same time.
See, the creative geniuses at Parenting Maga
See, the creative geniuses at Parenting Maga
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ine thought they were being super-sneaky by making the envelope appear like it was coming from the I.R.S. But, like so many other advertisers, they neglected to consider what happens when the recipient figures out they’ve just been duped.
Do the
Do 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
y think that evokes a positive emotion? One that makes me think: “Boy, that sure was clever, just for their cleverness, I’m going to subscribe to their magazine!”? Do they really believe that their prospects are so dumb that they can be tricked?
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
If you think about it, it’s almost insulting their target market.
Sometimes I wonder…
Has that ever happened to you? I’ll bet it has at one level or another. Most savvy marketers know that they must get attention for their ad to work. This is
Sometimes I wonder…
Has that ever happened to you? I’ll bet it has at one level or another. Most savvy marketers know that they must get attention for their ad to work. This is
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
why you see talking frogs, cute kids, screaming people and other odd things so common in advertising. The advertiser wants your attention and most do a great job of getting that far.
But that’s where it all falls apart. The instant a prospect f
But that’s where it all falls apart. The instant a prospect f
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
gures you out, your chances of success are reduced faster than you can imagine.
Interruption only lasts for a few seconds, you now need to engage them into the remainder of the advertisement.
Very rarely can this be done when you use false alarms
Interruption only lasts for a few seconds, you now need to engage them into the remainder of the advertisement.
Very rarely can this be done when you use false alarms
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
like Parenting Magazine did. The real secret is interrupting with a headline or opening statement that is RELEVANT to your product/service.
In your case, interrupt them based on problematic situations or desires surrounding self-storage.
To mak
In your case, interrupt them based on problematic situations or desires surrounding self-storage.
To mak
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
this important point clear, allow me to use one more example so you understand. If you authored a book called “How To Make $1 Million in 30 Days Or Less”, what are you going to write about? Cooking? Parenting? Cars?
I hope not…
Of course you’
I hope not…
Of course you’
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d write about the art of making money right?
What if you purchased a book about making money and when you opened it up, you read a bunch of cooking advice? You wouldn’t read that book for long would you?
Advertising and Marketing are no differen
What if you purchased a book about making money and when you opened it up, you read a bunch of cooking advice? You wouldn’t read that book for long would you?
Advertising and Marketing are no differen
.
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
. Whether it be direct mail, radio, T.V., Billboards, Internet or print, you must interrupt based on relevant hot buttons in the RAS and then ENGAGE or gain INTEREST based on fulfilling on your interrupting promise.
So, the first 2 of 4 steps to
So, the first 2 of 4 steps to
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
the marketing code are: Attention/Interrupt, then Engage/Interest.
The next step is called Decide/Educate. This is what to do after you have their attention and they’re engaged, ready to read or listen to your message.
Copyright 2006 Derek Naylo
The next step is called Decide/Educate. This is what to do after you have their attention and they’re engaged, ready to read or listen to your message.
Copyright 2006 Derek Naylo
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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