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For obvious professional reasons, I have been keeping close tabs on the real estate advertising scene for several years now. I also monitor general advancements in the rea

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

l estate industry, especially as they pertain to real estate marketing and advertising. So I thought I might play Nostradamus and make a few predictions about the future o

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

Examples of combination products may in

f real estate advertising.

A word of clarification first. In the context of this article, "real estate advertising" refers to a real estate agent advertising his or her s

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

rvices. It does not refer to the advertising of a home or other property. With that out of the way, here are my real estate advertising predictions.

1. Print Advertisi

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

ng Will Fade Away
As consumers, we are becoming increasingly blind to traditional methods of advertising, and there is nothing more traditional than the magazine

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

Combination pro

nd newspaper ad. These types of publications have formed the backbone of real estate advertising in the past, but in the future I predict they will (continue to) fade away

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

as response rates fall through the floor. Print publishers and advertising agencies will obviously dispute this, proclaiming that traditional advertising is "alive and we

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

ll." But let's face it ... we have all learned how to "read around" print ads. Haven't we?

2. Direct Mail Advertising Will Plateau
Some real estate agents sti

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

l get great results from their direct mail marketing programs. That's because these agents know how to use direct mail properly, by effectively combining creativity and go

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

od-old-fashioned incentives to generate a response.

But in my direct mail experience, these successful direct mail advertisers represent a minority of the real estate ind

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

stry. I would go so far as stating that the majority of agents who use direct mail for real estate advertising do it far less effectively, relying on outdated tactics and

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

Following aspects would a

weak offers. I've even written a book on real estate postcard marketing to show the ineffective majority how to join the successful minority.

There's still plenty of pote

dd to the challenges in developing combination products:

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

ntial in direct mail advertising, but I see it staying where it is as a real estate advertising tool -- neither increasing nor decreasing in usage.

3. Selective Online

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

Advertising Will Rise
Over the last 3 - 5 years, dozens of real estate search engines and self-help websites have emerged to dominate the media. You know their na

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

mes -- Zillow, HouseValues, etc. These websites are run by smart individuals, and as a result they generate vast amounts of traffic. Their traffic is also clearly definabl

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

(home buyers and sellers).

As the Internet continues to grow, and it gets harder to achieve top search engine ranking, I believe more and more agents will engage in onli

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

Professional from academic institutions, pharmaceutical industries, health care indust

ne advertising (and lead acquisition) opportunities with the big real estate sites.

I don't think these will be traditional banner ads though. At least I hope they're not

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

, since banner ads have become invisible. I see this as a "featured agent" kind of tactic wisely based on geographical areas and other demographics.

So there you have the

.

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

... my two cents on the future of real estate advertising. I promise that if I turn out to be wrong down the road, I will publish a revised version of this article in whi

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

Companies that provide selfless information through particip

ch I honorably eat my words. But don't hold your breath.

* You may republish this article online if you retain the author's byline and both of the active hyperlinks below

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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