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Digg It - Throwing Good Money After Bad Design-Is Your Small Business Wasting Money on the Wrong Graphic Artis
A lot of my friends are graphic artists, they're great people and honestly, there
are a couple of them that are pretty darn good at creating art. But you're about
to learn that art, unless you sell art, won't help you attract more customers
and grow your business.
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
After reading this article my artist friends are probably
going to like me a lot less. That's because this article uncovers some
striking truths of small business owners throwing large sums of money away by
hiring graphic artists that aren't business savv
; 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
y or experienced in marketing.
I feel it's important to share this with you, the small business owner, and I
hope this will help shift how you think and invest in your future marketing and
design projects.
Artists with no business expe
Artists with no business expe
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tise are risky investments at best.
In fact, there is absolutely no way I would pay them a dime to design my marketing
and advertising materials if I was a business owner. Admittedly, this is pretty
harsh - I know, if you want to find out why, read the re
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
st of this article and
you might feel the same way.
"Investing money in a graphic artist hasn't worked for me", that's what Maria told me last year when we met at a networking event. Maria is a businesswoman, a fairly successful one at that, b
"Investing money in a graphic artist hasn't worked for me", that's what Maria told me last year when we met at a networking event. Maria is a businesswoman, a fairly successful one at that, b
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
t she's had to learn the hard way something
you'll know after reading a few more paragraphs.
As I got to know Maria I learned that she'd worked with two different graphic artists that created her company identity, marketing materials, web site and her
As I got to know Maria I learned that she'd worked with two different graphic artists that created her company identity, marketing materials, web site and her
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
yellow pages ad. Despite all of this, she wasn't getting good return on her design
investment, "I just don't understand it, everything looks good but nothing
is happening". True enough, the work looked aesthetically fine but I asked
her one simple questio
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
n, "Did your designers ask you about your marketing
strategy, your ideal target market, competitive landscape and your business objectives?"
She shook her head "no" with a puzzled look, "They just designed
something that looked good, should t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ey have asked?"
Damn right they should have. But artists aren't necessarily savvy marketers and businesspeople. It doesn't even occur to them to ask about niche, product placement and marketing strategy. Hiring a designer that has no
Damn right they should have. But artists aren't necessarily savvy marketers and businesspeople. It doesn't even occur to them to ask about niche, product placement and marketing strategy. Hiring a designer that has no
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
expertise
in marketing or business is like purchasing a new Infiniti from the car dealer
and later finding out that it doesn't come with an engine: the car looks nice
but it doesn't do a darn thing, it just sits there and looks nice. Similarly,
if you invested
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
load of money in a design project that looked nice but didn't
have a positive effect on your revenue, would you think you made a bad investment?
Yep, I bet you would. Still, otherwise intelligent businesspeople throw
thousands of dollars away on design pr
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
ojects created by artists that don't know
the first thing about marketing.
Design without marketing focus is just art, and this is what most artists do, they just create art. Unfortunately, art isn't going to separate you from the comp
Design without marketing focus is just art, and this is what most artists do, they just create art. Unfortunately, art isn't going to separate you from the comp
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
etition and it sure as heck won't add to your bottom line. Don't
get me wrong, business owners need art; they hang it on the walls of their office
- and that's all it's good for. Design - Marketing Strategy and Focus = art. Successful
business owners know
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
they need more than art in their marketing and advertising.
Having a clear marketing strategy integrated into their design projects is the
best way of maximizing their investment.
You know it's a demanding world out there, I don't have to tell you that:
You know it's a demanding world out there, I don't have to tell you that:
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
life is moving faster, your customers have more choices available to them and less time and attention to give, and competition is down right fierce. So what does that mean to you, and how can you ensure you're getting the most out of your investment dollars?
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
You want to work with designers that are also marketing experts; these specialists
not only know how to design, but they understand the psychology of outreaching
and attracting the customers that you want. They know how to integrate a clear,
hard-hitting marketing
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
message into your projects, by doing this they increase
your odds for success astronomically. Hiring a designer that creates based
on what he/she feels is cool or clever is like shooting at a target blindfolded
and hoping that you'll get lucky and hit it
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
strong>. When it comes to the success
of your business, you don't want to be relying on luck.
If this article's got you thinking, that's good. You wouldn't hire an accountant that didn't know current tax laws, so why hire an artist that doesn't
If this article's got you thinking, that's good. You wouldn't hire an accountant that didn't know current tax laws, so why hire an artist that doesn't
.
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
know anything about marketing or advertising?
If you want additional information on how to make sure you're working with a business savvy designer that can help you get the most out of your investment, email me for your free special report, "
If you want additional information on how to make sure you're working with a business savvy designer that can help you get the most out of your investment, email me for your free special report, "
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
>Top Ten Questions That Designers Don't Want
You to Ask", and I'll make sure you receive this invaluable .pdf document
that will enable you to clearly see if the artist your considering is
qualified to help you maximize your design investment
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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