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Digg It - What Advertising Means To You
You may want to know a bit of my advertising experience, I have been in the world of advertising for 6 years from cub copywriter to creative director. And I was privileged to attend a workshop conducted by Neil French, a well known advertising guru, I asked Neil t
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
o define advertising to me in one simple sentence and he in his flamboyant style answered me in one word: "Life!"
I agree with him totally because if you don't understand life it is very hard to be successful in advertising because advertising is about communicat
I agree with him totally because if you don't understand life it is very hard to be successful in advertising because advertising is about communicat
; 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
ng well with people on your products and services to the extend that they just can't wait to get their hands on your products or use your services!
I love using acronyms to communicate my message and it makes it easy for you to remember the key factors or points.
I love using acronyms to communicate my message and it makes it easy for you to remember the key factors or points.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
What Advertising means to you can be subjective too depending on what you were taught, experienced or have read about it. You can write a book on it, but I am only going to cover a little on the basic points. Let's agree on the fundamentals:
A stands for Attitude
A stands for Attitude
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
which is link to your beliefs which comes from your experience. Basically to have effective advertising, you must have the right attitude and understand the importance of advertising, why billions of dollars are spent on it? You may have the best product or best s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rvice but if nobody knows about it, it is of not much use, isn't it? Of course, the best form of advertising is word-of-mouth advertising because it is based on trust and relationship.
D stands for Desire, what do you really want to achieve from your advertising,
D stands for Desire, what do you really want to achieve from your advertising,
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
the objectives and end results? Clarity is power! If you don't know where you want to go, any road will get you there. You must be very clear on what you want to achieve with your advertising and every word and picture must be directed towards accomplishing your
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
nd result.
V stands for Visualize, Verbalize and Verify, you have to create a sizzling offer that is crystal clear to your prospects and with lots of testimonials to its value and benefits. Make them see it, hear it and feel it!
E stands for Ethics, Enthusiasm a
V stands for Visualize, Verbalize and Verify, you have to create a sizzling offer that is crystal clear to your prospects and with lots of testimonials to its value and benefits. Make them see it, hear it and feel it!
E stands for Ethics, Enthusiasm a
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
d Extras, your advertising has to be ethical, as Abraham Lincoln said it so well, you can fool all the people some time but you cannot fool all the people all the time. It is silly, stupid and foolish to do poor or unethical advertising, it will come back to haunt
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
and hurt you financially! You have to be enthusiastic about your advertising and give extras so that your prospects feel they are getting more or something they can't get from your competitors. This is very important, we call it the USP, Unique Selling Proposition
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
what makes you stand out from your competitors.
R stands for Research, you must know what the market wants and never assume because ASSUME stands for "making an ASS out of U and ME" You must do your market research and do market testing to find out what your cus
R stands for Research, you must know what the market wants and never assume because ASSUME stands for "making an ASS out of U and ME" You must do your market research and do market testing to find out what your cus
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
tomers really want?
T stands for Timing, Tracking, and Tipping Point, you must advertise at the right time, track your advertisements and monitor the results, and more importantly enough times to the right targeted audience to reach the tipping point when your ad
T stands for Timing, Tracking, and Tipping Point, you must advertise at the right time, track your advertisements and monitor the results, and more importantly enough times to the right targeted audience to reach the tipping point when your ad
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
ertising created a viral effect when everyone starts talking about it positively!
I stands of Impact, Innovate and Identify. Before anything happens, you got to get the ATTENTION! You must be innovative and create advertising that get free mileage when people sta
I stands of Impact, Innovate and Identify. Before anything happens, you got to get the ATTENTION! You must be innovative and create advertising that get free mileage when people sta
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
t talking about it. You want to leverage on the most effective advertising form which is word-of-mouth advertising or some call it viral marketing. You must be able to touch the hearts of your customers and make them identify themselves with your products or servi
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
es. Learn to win the hearts of your customers and you will laugh all the way to the bank!
S stands for Sincerity, Service, and Solution. Honesty is still the best policy because people are tired of the lies, insincerity and misrepresentations, they want you to de
S stands for Sincerity, Service, and Solution. Honesty is still the best policy because people are tired of the lies, insincerity and misrepresentations, they want you to de
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
iver what you promised to them. Whatever you do even if it is a product, people always appreciate good service, and if your advertising can communicate good service, you are half way there. And, of course, if your advertising offers a great solution, you will have
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
them going for their credit cards!
I stands for Integrity in your message, products and services. There must be congruency in your message to your products or services and your customers can relate wholeheartedly to your advertising and remember it clearly and p
I stands for Integrity in your message, products and services. There must be congruency in your message to your products or services and your customers can relate wholeheartedly to your advertising and remember it clearly and p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
sitively in their minds.
N stands for numbers, you must understand the numbers of advertising, you can keep on advertising as long as your sales justify them and make it more cost effective by understanding and applying what I've shared with you earlier.
G stand
N stands for numbers, you must understand the numbers of advertising, you can keep on advertising as long as your sales justify them and make it more cost effective by understanding and applying what I've shared with you earlier.
G stand
.
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
for Great. If your advertising can show that you offer Great Value, Great Quality, Great Service and Great Relationship, you will have your customers for life!
Do leverage on the World Wide Web, it is the biggest market in the world, if you want to learn more ab
Do leverage on the World Wide Web, it is the biggest market in the world, if you want to learn more ab
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
ut advertising on the internet, go to: http://www.AdwordsMarketingTips.com
Feel free to use this article on your website or ezine as long as the following information about author/website is included
Feel free to use this article on your website or ezine as long as the following information about author/website is included
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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