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One night stand …or…Dynamic, long lasting and loving relationship?

Which would you choose?

Ok one night stand sounds like fun…but it’s a quick fix and does not really match up to the latter. At least I hope not.

Above is a simple analogy to get your attention, something your

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

advertising should be doing…but what it should also do is reveal your company’s identity, character and beliefs. That is where the real attraction for your consumer lies, and consolidates a mutual, loyal and profitable relationship.

So what is the core point of this article? An

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

Examples of combination products may in

swer: Advertising for SMEs and the advice and rules you are supposed to adhere to concerning Brand Building or Direct Response Advertising. This advice and doctrine usually comes from people not willing or dynamic enough to analyse and challenge ideals whom could be holding your

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

business back from achieving its true potential. The advice and the ideal as it stands is thus:

-SMEs should not build their brand image or position themselves; as these are long-term processes and do not guarantee results. For their smaller marketing budgets, they should conc

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

ntrate on fast, easy and direct response advertising that diverts their customers to their business in the short-term.

Sounds great, basically they are saying:

‘Hello Small to Medium sized Enterprises…you cannot be a brand….you have to stick to what you are…which is a small, m

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

Combination pro

edium sized company. The Ferrari, platinum, diamond studded, sexy advertising is for the brand building mega-companies like Nike and Coca-Cola’.

I don’t know about you, but I prefer the Platinum option and Ferraris aren’t so bad either. But oh, I forgot, if you are an SME you b

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

etter stick to soulless, cheap diamante and forgettable advertising. But what are you to do? Surely you can’t compete with Coca-Cola and Nike just yet, and you can’t wait for years to build your brand, so you may as well just hang your head and cower to perfunctory direct respo

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

nse advertising.

Sorry wrong answer.

A dynamic and forward thinking advertising agency or supposed marketing ‘genius’ should be confident and informed enough to advise your business that you CAN build your brand identity TOGETHER with having a rapid response result from your c

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

stomers in the short-term. Firstly, the bonus with this effective option is that you are consistently building your brand, so along the line your future Direct Response work will engender familiarity and loyalty from your consumers as your brand grows and succeeds. Who knows yo

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

u may be getting that Ferrari, sexy, diamond advertising work sooner than you think. Secondly it should not be a ridiculously expensive option. A good agency should offer you the service for a competitive rate, a great agency should work with you for a innovative creative solut

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

ion that fits your budget and successfully executes both functions: Direct Response Results and effective Brand Building.

Sounds great again, but where’s an example? Think EasyJet or Gossard Wonderbra. They had a momentous rapid response to their advertising and at the SAME tim

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

Following aspects would a

e crafted a powerful brand identity and effective market position. EasyJet branded to the point where they almost ‘own’ the colour orange and ‘low cost’ associations. And the beauty of these examples, they were both executed on tight budgets.

Now for the bolder and dynamic of y

dd to the challenges in developing combination products:

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

u, who are thinking of branding and positioning strategy.

Branding states your intentions, it bares all- but only shows the best bits. It means your business goals of competing in your market become transparent, which clearly shows your core customers and competitors your unfal

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

tering commitment to your company and your beliefs in your product and service. It means you are in it, wholeheartedly, for the long haul. As a consumer I want to see that, I would trust and respect a company that is confident and proud of themselves rather than their cowardly,

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

wimpy competitors. This is where the process of AIDCA (Awareness, Interest, Desire, Conviction and Action) really comes alive and consumers really Act, and do so with conviction and a propensity to become lucrative and loyal customers in the long-term.

So now you are aiming hig

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

h, but you’re not Virgin or IKEA just yet, but who says you want to be anyway. You may be happy in your own field and comfort zone. However what your company really wants is to be the best in your field and ultimately brandish the leading competitive edge you may feel you are la

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

Professional from academic institutions, pharmaceutical industries, health care indust

king. But wait, now you do have that edge, in the form of a dynamic engine of innovation that will blast you out of your comfort zone and market position: Branding.

So now you are on the brand map, you really are a bit like Virgin, IKEA and EasyJet and many other great brands.<

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

br> All of them were told ‘not’ to brand and expect short-term rapid response by that same old marketing record.
All chose to disregard him.
All got Rapid Results as well as powerful Brand Building success.
All companies were in fiercely competitive markets and c

.

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

ould have stayed in their comfort zone.
All have powerful, unforgettable and effective identities and positions.
All companies are now mega brands.

They did it. They started somewhere. So can you. You can also brand successfully and get short-term direct results. Mayb

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

Companies that provide selfless information through particip

e not on their scale straight away but at least on a scale that is far higher and more profitable than the one you are ‘told’ to stay on.

Mono Ghose MA(Hons) - Mavericks Executive Account Director/Partner Mono@mavericks-agency.com

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

ere's a special suggestion for freeing up office space. Don't move your whole office. Consider just moving one operation or department to free up whatever office space you need. Use the offices for as long as you need them and then move out. There's no long-term commitment. It makes things simple, fast and hassle-free.

You probably don’t think much about the hard hat, but if you didn’t know it, it can be a life saving device. While many areas of construction use these hats, it should be something that more people use. Think about all the times that you are in risk of falling off a ladder or having something fall on you. There are many reasons to wear a hard hat, but did you realize the various types that are out there?

Advertising needs to establish an association between the qualities of the product and the need of the consumer.

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