Advice You - Business

Professor of advertising at Harvard University, Neil H. Borden, said, “In our economy, advertising is the chief means by which businesses communicate with the customers about their products or services to bring about an exchange.”

The

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

key word that leads to effective advertising is….communicate.

If advertising’s function is to communicate, let’s examine the stages in the advertising communication process.

Communication experts generally agree on the stages of the

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

Examples of combination products may in

communication process: unawareness, awareness, comprehension, conviction, and finally action ---the stages in our advertising communication process.

Creating awareness is advertising’s easiest job and may be quickly accomplished. A

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

dvertising forces can easily move prospective from unawareness to awareness of your business, product, or service.

Developing understanding requires more advertising effort and more time. Advertising must now be asked to move the pro

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

spective customer to an understanding of who you are, what you stand for, the quality of your products or services and your promise of customer satisfactions.

Creating preference or trust takes even longer. When trust is achieved you

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

Combination pro

will attract customers and establish a consumer franchise for your business. When trust is achieved you will own your segment of the market.

The advertising communication process and your internal marketing efforts should motivate th

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

e consumer to the buying action.

Advertising is supplemented by internal selling, referrals, and positive word-of-mouth from satisfied customers.

At the same time there are counteracting forces at work. Your competition keeps a cons

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

tant pressure on the battlefield of the customer’s mind. Memory lapse, perhaps one of your greatest enemies, puts you out of the consumer’s mind. And as the old saying goes, out of mind is out of business. Death and/or Transfer out

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

of town or to another neighborhood account for the loss of many regular customers. Product priority can alter consumers’ purchase plan---tonight’s carpet shopping is deferred when the car conks out on the way home from work.

Another

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

counteracting force is negative word-of-mouth. This can neutralize or destroy a trust that you’ve been building for years.

How troublesome are these counteracting forces? Every year, they can rob you or 20 percent of your customers,

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

who must be replaced for you to just stay even.

Advertising has only one goal: to communicate. What it communicates wins or loses the battle for the consumer’s mind.

Advertising does not build floor traffic, sell merchandise, or in

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

Following aspects would a

crease sales. Advertising only communicates. This concept, when understood and practiced, is the beginning of effective advertising.

To demonstrate the concept, consider the case of two grocery stores in the same community, each wit

dd to the challenges in developing combination products:

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

h an excellent Marketing Bridge. One grocery store advertises large Grade-A eggs, farm-fresh, at 10 cents a dozen, using 50 ads on television, a full-page in the newspaper, and 100 ads on the radio. The police are called out to handl

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

e the traffic. The other advertises large, Grade-A eggs, farm-fresh, at $2 a dozen, using exactly the same media plan on the same media. No response.

What created customer traffic in one store and no response in the other? The same

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

media were used for both. The only difference was the price. It was the price---the offer---the message---that generated the floor traffic. Not the media advertising.

The conclusion? Advertising itself does not build floor traffi

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

, sell merchandise, or increase sales. Advertising only communicates. What it communicates determines the success of an ad campaign.

I used price to demonstrate the concept because it is easy to understand the drawing power or attra

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

Professional from academic institutions, pharmaceutical industries, health care indust

ction of a low, almost ridiculous price. It is more difficult to identify and communicate your non-price consumer benefits.

Job #1 is to prepare a message that will create a consumer preference or trust that leads to the buying actio

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

n.

Job #2 is to effectively communicate this message to your most desirable, most likely and most profitable customer.

The advertising communication process illustrates the need for consistent advertising pressure on the battlefield

.

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

of the consumer’s mind. To defeat Goliath, to capture more market share, to achieve your personal and business goals…the force of your advertising and other internal selling functions must exceed the counteracting forces. This does n

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

Companies that provide selfless information through particip

ot mean outspending your competition. It means you must choose a weapon, an ad medium that will allow you to win with any size budget. You must identify your strengths and differences and communicate more consistently and effectively

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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Professional truck driving, specifically over the road trucking, has always been noted as a field dominated by men. The rough and tough trucking life could only be handled by a real man . . . well, times are changing!

Four-thirty-five in the afternoon finds me once again waiting for a train, returning from another hair-done, pressed-jacket, best-shoes-and-smile Job interview.

If you wish for your business to generate more profit than usual, you need to work on creating two types of incentive programs: one for your employees and another for your customers.

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