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Digg It - Using Ad Agencies and Designers
Advertising and promoting your business is expensive, so it’s important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer.
Let’s start by understanding the difference between agencies and designers. Typically, a designer will work on specific projects under your direction. For example, you may request an ad design for your Halloween
Let’s start by understanding the difference between agencies and designers. Typically, a designer will work on specific projects under your direction. For example, you may request an ad design for your Halloween
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
event, and give the
designer your copy (the text) and the party theme. You are responsible for booking
the ad with the newspaper, getting flyers printed, having posters made, etc.
An ad agency plays a more active role in planning the promotion of your events. They can work with you to plan your ad schedule, suggest the right mix of promotional tools to reach your audience, help you evaluate the effectivenes
An ad agency plays a more active role in planning the promotion of your events. They can work with you to plan your ad schedule, suggest the right mix of promotional tools to reach your audience, help you evaluate the effectivenes
; 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
of
your promotions, and negotiate ad rates and printing rates on your behalf. They can
also help with choosing promotional themes and writing ad copy. Of course, you will
pay more for these additional services - but you may actually save money by letting
your agency do your negotiations and booking.
Whether you are working with a designer or a full-service agency, it pays to plan ahead. If you can plan yo
Whether you are working with a designer or a full-service agency, it pays to plan ahead. If you can plan yo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ur advertising a year in advance you should be able to lock
in much better ad rates. Leaving a couple of extra weeks when printing flyers will
save you "rush printing" charges. And giving your designer extra lead time will
almost certainly get you a better looking result!
A typical small agency might require final "concept and copy" at least a week in advance of newspaper deadlines, four weeks in advance of
A typical small agency might require final "concept and copy" at least a week in advance of newspaper deadlines, four weeks in advance of
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
istribution for printed
materials like flyers (to avoid rush charges), and six to eight weeks in advance for
complicated projects (such as die-cut and folded invitations). Many business owners
don’t understand why final copy is required so far in advance… they ask the
designer to do a design, and add the text later. But in a good design, text and
typography are very important to the look of the piece. So if
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
you want your
advertising to look good, plan on providing the copy when you give the job to the
designer.
The above lead times allow time for the client to proof the final artwork, and make minor corrections, based on a single design. But when working with a new designer, or when promoting an important event, you may want to see several design concepts, and possibly several versions of the artwork. This c
The above lead times allow time for the client to proof the final artwork, and make minor corrections, based on a single design. But when working with a new designer, or when promoting an important event, you may want to see several design concepts, and possibly several versions of the artwork. This c
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
n add one to two
weeks to the schedule (more for very complex ads), and of course will cost more
than a single design.
When ordering the work, make sure the designer understands your market and the image you are going for. For example, you may look at a design and say, "That’s not cool enough for our market." Another business manager may look at the same ad and say, "Whoa, that’s way too weird for our cust
When ordering the work, make sure the designer understands your market and the image you are going for. For example, you may look at a design and say, "That’s not cool enough for our market." Another business manager may look at the same ad and say, "Whoa, that’s way too weird for our cust
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
omers." Show your designer ads
you like (and don’t like) to help them understand the look you want for your
business.
But what if you don’t like the designs your agency produces?
Well, you obviously shouldn’t run an ad that you feel really damages your image, doesn’t convey your message, or isn’t what you requested. But at the same time, avoid the temptation to micro-manage the design. You are paying your d
But what if you don’t like the designs your agency produces?
Well, you obviously shouldn’t run an ad that you feel really damages your image, doesn’t convey your message, or isn’t what you requested. But at the same time, avoid the temptation to micro-manage the design. You are paying your d
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
signer for
their professional skills; their judgment is probably better than yours when it comes
to layout, typefaces, color choices, etc. Also, if designers feel that the work they do
for you is going to be extensively changed, they won’t give you their best efforts.
So find an agency or designer whose work you like, and trust their design sense. If you find you consistently don’t like the work they’re prod
So find an agency or designer whose work you like, and trust their design sense. If you find you consistently don’t like the work they’re prod
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
ucing, talk to them about
the problem, and if necessary find another design firm. But don’t spend your time
trying to "fix" the designs.
It’s also very important that one person from your business deals with the design firm, and has final authority on all design and copy decisions (many agencies will insist on this). If a designer is getting conflicting input from several people, they can’t do a good job f
It’s also very important that one person from your business deals with the design firm, and has final authority on all design and copy decisions (many agencies will insist on this). If a designer is getting conflicting input from several people, they can’t do a good job f
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
r you. If you need to, talk about the design with everyone at
your business who is involved in the decision… but select one person to convey
your feedback to the design firm. (A good design firm can schedule meetings with
clients where everyone can contribute ideas and feedback - as long as one person
represents the client when it comes to final input and decisions.) Note that this can
be complicated when c
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
-op advertisers or sponsors are involved. Typically the
person or company being invoiced provides the input, unless they specifically
designate a different person.
So far we’ve talked about printed advertising and promotion, but for most businesses, the internet has also become an important promotional tool. Print design, web design, and e-mail promotions require different skills and tools, so you may use
So far we’ve talked about printed advertising and promotion, but for most businesses, the internet has also become an important promotional tool. Print design, web design, and e-mail promotions require different skills and tools, so you may use
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
different firms for each. However, there are some advantages if you can
find a single firm to handle all your needs. The design firm can make sure that your
print and web communications project a consistent image. And you will only need to
provide your event information and promotional goals to one firm, who can then
make sure that the print ads are placed, the website is updated, and the e-mail
invitations
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
are sent. Some firms can also handle other design tasks, including
menus, signs, and promotional items.
Typically, in order to get this range of services, you’ll need to work with a mid-size agency or design firm. There are advantages and disadvantages to choosing large or small agencies:
An individual designer (free-lancer) or very small agency can give you personal attention and often lower rates. But you
Typically, in order to get this range of services, you’ll need to work with a mid-size agency or design firm. There are advantages and disadvantages to choosing large or small agencies:
An individual designer (free-lancer) or very small agency can give you personal attention and often lower rates. But you
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
will need to work around their schedule if
they are out sick or on vacation, and you will need to find a new designer if they
change jobs. Individuals and very small agencies probably cannot provide a
complete package of design services.
Mid-size firms give your somewhat less individual attention, and may charge a higher rate than free-lancers. But on the plus side, they can provide a broader range of ser
Mid-size firms give your somewhat less individual attention, and may charge a higher rate than free-lancers. But on the plus side, they can provide a broader range of ser
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
ices, and they have several designers on staff so they can accommodate your
needs even if someone is out, or if you need a lot of work done for a key event.
Large firms can offer a full range of services and a large staff to meet all your needs. Unless you are a large account, you will probably get little personal attention. (In fact, in a large firm, the smaller accounts are often given to junior designers an
Large firms can offer a full range of services and a large staff to meet all your needs. Unless you are a large account, you will probably get little personal attention. (In fact, in a large firm, the smaller accounts are often given to junior designers an
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
d
trainees.)
So, how should you choose?
Above all, find a firm whose work you like! Ask for samples and references, and if possible meet with the designers before making a selection.
Decide if you want to hire a design firm (and manage the ad planning and placement yourself) or an ad agency to provide more assistance with your promotional planning (most ad agencies will also provide "design only" packages
So, how should you choose?
Above all, find a firm whose work you like! Ask for samples and references, and if possible meet with the designers before making a selection.
Decide if you want to hire a design firm (and manage the ad planning and placement yourself) or an ad agency to provide more assistance with your promotional planning (most ad agencies will also provide "design only" packages
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
f you prefer).
Find a firm that is large enough to meet your needs, but small enough to care about your business. We typically find that local, neighborhood businesses are best served by free-lance designers or very small firms; regional or metro-market businesses do well with mid-size firms, and major national companies get the best results from large firms (and can afford to pay for them).
Talk to the fir
Find a firm that is large enough to meet your needs, but small enough to care about your business. We typically find that local, neighborhood businesses are best served by free-lance designers or very small firms; regional or metro-market businesses do well with mid-size firms, and major national companies get the best results from large firms (and can afford to pay for them).
Talk to the fir
.
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
m about how you will measure the effectiveness of your advertising.
It’s a good idea to try different types of advertising over time to see what works best
for you. Consider coupons and special offers to measure how many people are
responding to your ads.
Remember that even the best advertising campaign gets stale over time. Plan for (and budget for) occasional reworking you advertising. Most designers respo
Remember that even the best advertising campaign gets stale over time. Plan for (and budget for) occasional reworking you advertising. Most designers respo
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
d very
well to an opportunity to do something new for a client, and you will get the best
results from both your design firm and your customers if you freshen your
advertising every 6-12 months.
Thanks to LunaGraphica Inc (http://www.lunagraphica.com) for input and suggestions on this article! Lunagraphica is a boutique advertising and design agency specializing in the arts, entertainment and youth markets
Thanks to LunaGraphica Inc (http://www.lunagraphica.com) for input and suggestions on this article! Lunagraphica is a boutique advertising and design agency specializing in the arts, entertainment and youth markets
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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