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Advertising is one of those business requirements that we all hope we don't have to do, put off as long as we can, but eventually need to do. Advertising and marketing are often very challenging because there are many ways to do it, places to do it, and we often are left wondering just exactly what it did for us, if anything.

As a Professional Organizer, you probably have a sma

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

ll company, perhaps with just a few employees, and more likely, just yourself. Needless to say, most Professional Organizers do not have big "corporate" advertising and marketing budgets. You have to be very selective on where you spend the money you do spend. Running ads or creating marketing materials need to generate results, no matter how little you spend.

But what if you c

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

Examples of combination products may in

uld advertise and market your business without spending any more money? What if you could promote yourself in a way that reaches the most targeted audience, those who are specifically looking for your services?

It's All About Targeting and Timing

Good marketing and advertising is all about targeting. Spreading your message to the world, hoping that someone hears it that

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

is actually interested, is not very cost effective, yet this is exactly how most advertising works. This really shouldn't be that surprising.

Imagine you have an ad promoting your services and 1,000 people see it. Whether it is a TV commercial, a radio spot, a billboard, or even a print ad in a local paper or magazine, the actual percentage of people out of that 1,000 who real

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

ze they need your services, are interested in your services and are actually seeking your services is going to be very small. This is a very important factor that people often forget about... it isn't just about reaching those who need your services, they also need to want your services and the ad needs to connect with them at a time when they are able to act on it.

The reality

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

Combination pro

is, we are exposed to so many messages every day, that most of it gets lost if it isn't acted on. You've probably experienced this yourself. You saw an ad for something that you were interested in, but weren't able to act on it at the time... and now have probably forgotten about it or can't remember who the ad was for anyway.

Getting More Out Of What You Have

So how do

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

you advertise and market your Professional Organizer business without spending more money on advertising? You have to better utilize what you already have. The best part is that you will find that you can not only save money, but that you'll be more able to reach those who need and are looking for your services and are in a better position to act on that need.

A website is, or

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

should be, the most powerful marketing tool a Professional Organizer has. I know what you're thinking... "My reputation and referrals is the most important marketing tool I have." Yes, those are extremely important, but they may not be the most important and here's why. Professional Organizers provide very specialized services. Unlike say, someone looking for an auto mechanic, m

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

st people are not going to be able to make recommendations because most people haven't used a Professional Organizer. Because of this, people are less likely to even ask for a referral. They don't expect that their co-worker, friends, or even their parents could give any advice or refer anyone. They do expect that they could probably chime in on an auto mechanic, a hairdresser 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 even a dry cleaner though.

You also have to keep in mind that they may have reservations about asking for recommendations. They may be worried about what this "says" about them. Does this mean that they are disorganized or messy? Even if they did ask, the person you helped might suddenly be reluctant to make a recommendation for the same reasons.

Most people don't go around

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

aking unprompted referrals. So even though they may be more than happy to make a referral for you and they may know people who are seeking your services, if those people never specifically mention their problems or ask for a recommendation, the referral may never come up.

24/7 Just In Time

What your website can do for you though is be that perfect referral. People perfo

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

Following aspects would a

m searches everyday online to find information, products and services. And more of these searches are being done everyday for things that are local as people learn that the web is about more than just "world wide."

People may not even realize that they need a Professional Organizer. This is where your website can really become a powerful tool. These people may be searching base

dd to the challenges in developing combination products:

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

d on their problems, rather than solutions. Makes sense... you have to identify the solution before you can search for it. So your website enables you to connect with potential clients very early on in the search process, when they are seeking that information and are able to act on it. You may have heard the phrase "just-in-time." This has become popular in supply delivery and

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

anufacturing, enabling the ability to request and receive parts or products when they are needed. That's the beauty of your website and search engines... just-in-time delivery.

But, your website isn't going to magically make this happen. Search engines return results based on what they feel most relates to what the searcher is seeking. The problem is that your website probably

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

oesn't tap into the searcher's needs. Your website probably promotes your business as a Professional Organizer. You've probably listed some of your experience and some information about you as well as some of the areas you specialize in. But this means that your site is probably heavily focused on you and what you do versus your visitor's problems and needs. This may seem like a

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

very subtle difference, but it is probably much bigger than you think.

You have to connect with them by identifying with their problems first, then educate them on possible solutions, then inform them on how you can help. You do this by adding useful information to your website. This information goes beyond just telling them about you and your services. You need to begin build

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng a rapport with them by creating content that relates to what they are searching for. Create content on your site that talks about the problems they are experiencing. Show them that you understand their needs. Help them understand the problem and then provide some information about solutions.

When you add useful, relevant information that matches with what people are searchin

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

for, you increase the chances of your website being returned in search results for those searches. Because people are searching for this information, they are more interested in what you have to say and in a position to act on it than just seeing an advertisement somewhere else. You will drive more visitors to your website and increase your potential for new clients. If you hav

.

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

e provided useful information on your website, you will have already shown that you can help them. You have just started to build a relationship with them and you haven't even met or spoken to them yet.

Your website can be the most powerful marketing tool you have. As a Professional Organizer, you know that half the battle is using what you already have in a more efficient way.

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

Companies that provide selfless information through particip

Every time your website is returned in search results and gets clicked on, it doesn't cost you a penny, and has the potential to connect you with visitors who are seeking and able to act on your services. However, your website will only be as useful and powerful as you make it. If it serves as nothing more than an online business card or brochure, then that's all it will ever be

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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Business is something that people spend a lot of time and money trying to figure out. As consumers, we spend thousands of dollars every year on all kinds of things we take for granted, and rarely consider the level of effort and planning it takes to keep business moving forward.

You hear it form all sides, focus on what you are doing and the business will come. On the other hand, there are people screaming to have multiple streams of income. So which way should you go? Wel that depends ...

From those taking baby steps on the digital superhighway to those who've toured the block a few times - all need to heed a few universal rules to make sure their messages get noticed rather than become fodder for the recycle bin.

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