Advice You - Business

All too often marketers create an advertisement and stick with it no matter what. Even if an advertisement works

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

, it doesn’t mean that there isn’t one that might work better. It’s important not to get stuck in a rut because

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

Examples of combination products may in

f faulty assumptions. One great way to make sure you don’t is to test your assumptions.

Do you test your advert

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

sing message? You should. You should test just about every type of communication you have with your prospects an

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

customers: your website, advertisements, direct mail, product packaging, etc, etc.

In simple terms an A/B Spli

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

Combination pro

Test is running two competing advertisements to determine which one is more successful. It's usually appropriat

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

to test one aspect of an advertisement at a time. For instance, to find the most profitable headline two identi

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

cal ads would be run where the only difference is the headline on each. Whichever ad gets the better response de

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

ermines the better headline.

A/B split testing is an important tool to strengthen your advertising. If you are

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

ot currently testing the messages in your ads, website, etc, then you are leaving money on the table.

I advocat

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

a slightly different approach to split testing. Continue to run A/B split tests as I described - run a slightly

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

Following aspects would a

different headline, or picture, or guarantee against your control (your current avert). But then include a third

dd to the challenges in developing combination products:

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

advertisement in your test, a completely different advertisement that uses a different headline, and a different

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

picture, and a different guarantee. The third advertisement should be completely different than the other two.

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

Stick with whichever one gets the best response. If the third one gets the best response then you have just take

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

a big step forward in your advertising that you would not have achieved otherwise. Continue testing the new a

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

Professional from academic institutions, pharmaceutical industries, health care indust

in the same way - the new ad is the control, change one part of the ad for the second test ad, and then create

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

completely different ad as the third part of the split test.

Including a third advertisement, a wild card, in

.

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

our split test keeps you honest. It keeps you from thinking you have done everything you need to do to continue

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

Companies that provide selfless information through particip

our success. Without continuous improvement you will fall behind quickly as others find better ways to do things

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

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.adviceyou.org.ua/article/24981/adviceyou-Split-Testing--The-Wild-Card-Approach.html">Split Testing - The Wild Card Approach</a>

BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/24981/adviceyou-Split-Testing--The-Wild-Card-Approach.html]Split Testing - The Wild Card Approach[/url]

First of all, to catch the consumers' attention the advertisement should be unique, memorizing and the most important – direct! Unique advertisement is clear: an advertiser should use his/her creative mind to come out with something unusual and eye/ear-catching. Memorizing ads can be reached by the mix of sounds that can be identical in nature, phonological techniques, like rhythm, rhyme and other if you take radio- or television-advertisements.

You may be wishing for a dream job and feeling like all those promises of life-long happiness aren't real. Well, think again. Take a look at these frequently-asked questions about a person's dream job and see if they don't answer yours.

Why is it that while most people have job interview jitters, there are those who seem to glide right through with plenty of self-confidence. What makes the difference?

Tags

Links

Advice You - Split Testing - The Wild Card Approach

Related Articles: