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Advice You - How Sound Is Your Marketing Bridge?
The Marketing Bridge
Marketing is the process of attracting and keeping customers. Howard J. Morgens, chairman emeritus of Procter & Gamble, called advertising "only a part of the total selling effort." Because advertising is in the foreground, he said, "It is often thought of as an entity, separate and com
Marketing is the process of attracting and keeping customers. Howard J. Morgens, chairman emeritus of Procter & Gamble, called advertising "only a part of the total selling effort." Because advertising is in the foreground, he said, "It is often thought of as an entity, separate and com
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
plete in itself. It is not. It is a combination of selling functions that provides the motive power." That combination-which attracts and keeps customers and builds the consumer franchise-I call the marketing bridge. Examine every selling function of your marketing bridge from the customer's point of view to
; 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
ensure customer satisfaction. Your bridge must be attractive and inviting. The journey across must be easy, pleasant, and satisfying.
Advertising
Advertising, one of the selling functions that make up the marketing bridge, is usually the first communication you have with a prospective customer. Effective
Advertising
Advertising, one of the selling functions that make up the marketing bridge, is usually the first communication you have with a prospective customer. Effective
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
advertising requires that you know your customer and that your compelling messages reach this customer with frequency and consistency. While advertising is critical to the success of any enterprise, it is only part of the total marketing, or selling, effort.
Personal Selling
Everything done with and for cu
Personal Selling
Everything done with and for cu
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
stomers after they enter or call your business is a personal selling activity. Besides the salespeople on the showroom floor-the delivery driver, the sacker, the cashier, and the receptionist are all in personal selling. I've seen enterprises spend millions to attract customers and then run them off with a s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rly dockworker or a temperamental technician. Your responsibility is to ensure that every business associate or employee who has contact with a customer understands the part he or she plays in the marketing process. Each associate is an extension of you. Each customer contact communicates your attitude towar
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
d the importance of the customer. When your advertising brings prospects to your showroom, can your sales associates convert them to long-term customers? Will your after-the-sale attention and service earn customer loyalty? One of my earliest advertising clients was an owner of a small appliance shop. On my
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
initial sales call, I listened to the owner working with a customer.
A real pro, the owner pleasantly answered every question to the customer's satisfaction and ended up with a sale. My first words to him were, "Would I love to advertise for you!" He asked why, and I told him truthfully, "Because if my adve
A real pro, the owner pleasantly answered every question to the customer's satisfaction and ended up with a sale. My first words to him were, "Would I love to advertise for you!" He asked why, and I told him truthfully, "Because if my adve
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rtising sends in ten prospective customers, you will sell all ten." The personal-selling element of his marketing bridge would make the cost of advertising an investment rather than an expense. An owner of a chain of retail stores once pointed out that if the number of customers is high and the average sale
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
is low, the advertising is working but the store isn't. When the number of customers is low and the average sale is high, the store is working but the advertising isn't. The two components-effective advertising and effective personal selling-must work together for an enterprise to succeed and prosper. That's
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
what the marketing bridge is all about.
Merchandising
The way you present your product and your establishment is a vital selling function. Merchandising includes product displays, decorating, lighting, indoor and outdoor signs, and other promotional elements that create a positive impression on customers a
Merchandising
The way you present your product and your establishment is a vital selling function. Merchandising includes product displays, decorating, lighting, indoor and outdoor signs, and other promotional elements that create a positive impression on customers a
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
t your place of business. If one of your employees wears a clown suit, stands at the curb, and gestures for cars to turn into your parking lot-that's merchandising too. Some businesses fail to differentiate between merchandising and advertising. "Why aren't you advertising?" one storeowner was asked. "I am a
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
dvertising!" he replied. "That electronic sign out front costs me $1,500 a month. I pay for it out of my advertising budget." The electronic sign is merchandising, not advertising. Many a business has failed after slashing its advertising budget in favor of costly on-premise merchandising.
Price and Value
Price and Value
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
The price and value of a product or service are obvious selling functions. The cost of an item or service is its price; but value also includes its worth to the purchaser. This distinction is important in marketing. If you sell a commodity-a product or service with no perceived difference from the competitio
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
n's-customers follow the lowest price. But if your product or service is proprietary-unusual or unique to your enterprise-you may charge more to the extent that the customer perceives greater value. Many proprietary enterprises believe that price is the only compelling factor among purchasers. This misunders
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
anding of the difference between price and value generally produces wasteful, ineffective advertising campaigns.
Your Business
The business itself is the foundation, the starting point for all marketing. What innovations, differences, competitive advantages, and unique strengths do you offer that are impor
Your Business
The business itself is the foundation, the starting point for all marketing. What innovations, differences, competitive advantages, and unique strengths do you offer that are impor
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
tant and attractive to your customer? What customer satisfactions-reputation, guarantees, service, policies, and practices-do you offer that will keep a customer for a lifetime?
Business vitality may be your company's most important characteristic. A direct result of your leadership, it projects a vision of
Business vitality may be your company's most important characteristic. A direct result of your leadership, it projects a vision of
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
where your enterprise is going and what it can become. It inspires passion for serving the customer that goes beyond sales and profits. It energizes employee commitment and authentic customer service. Business vitality creates enthusiasm, enjoyment, and dedication, transforming enterprises into dynamic, per
.
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
sonal, lively, one-of-a-kind creations.
The Marketing Bridge was developed by Norton Warner, author of the highly acclaimned marketing book, David Can Still Beat Goliath, in 1968 and is still used today by businesses and media around the world.
Jeff Dostal is the President of Warner Concept System. This D
The Marketing Bridge was developed by Norton Warner, author of the highly acclaimned marketing book, David Can Still Beat Goliath, in 1968 and is still used today by businesses and media around the world.
Jeff Dostal is the President of Warner Concept System. This D
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
VD based system provides a step by step guide for the development and implementation of an effective marketing and advertising program that works for the small business owner. You can contact Warner Concept System by logging on to www.warnerconceptsystem.com or by emailing Jeff at jeff@warnerconceptsystem.co
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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