Advice You - Business

A friend who owns a dry cleaning store once said to me, "I have five key benefits for customers. How should I show them in a

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

n ad?"

My reply: "Figure out the single biggest benefit or the one that appeals to most of your customers, and lead with th

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

Examples of combination products may in

at. Then, once you have the reader's attention, you can mention the other four benefits."

What’s true for a dry cleaner’s 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.

d is true for marketing communications in general. Every marcom piece -- whether it’s a brochure, web site, ad, case study,

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

or e-mail blast -- must be written around a central theme. This theme is your top benefit or selling point. It’s how you dif

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

Combination pro

erentiate yourself from your competitors.

Your other benefits need to be brought up, too. It would be folly for my friend t

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

o only highlight one major benefit and ignore the other four. But a marketer has to be careful how he presents the subordina

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

te benefits, or the reader will lose track of the main one.

Everything Including the Kitchen Sink

Many co

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

rporations write brochures and ads that take an "everything-including-the-kitchen-sink" approach. That is, they cram their a

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

ds full of all kinds of benefits in the hope that one of them will resonate with a reader. The result is that almost none of

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

them do.

Imagine yourself as the recipient of such a brochure. If the first benefit presented doesn't appeal to you, you wo

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

Following aspects would a

uld have no reason to read on.

Picking one major benefit is sometimes seen as a risk. What if we pick the wrong one? That c

dd to the challenges in developing combination products:

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

oncern can be dispelled by careful and dispassionate market research. What you learn from your research will help you select

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

your central selling theme. It may even guide your business strategy.

Learning From the Best

The major m

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

arketers of America do this routinely. Wal-Mart's central theme, for example, is everyday low prices. But the reason shopper

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

return to Wal-Mart time and time again is not just because of its low prices, but because Wal-Mart offers a cluster of bene

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

Professional from academic institutions, pharmaceutical industries, health care indust

fits. The stores have helpful floor staffs, well-stocked shelves and an immense product selection -- all of which contribute

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

to a pleasant shopping experience that draws consumers in. But the company's marketing never mentions these benefits. They

.

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

hang their hat on low prices.

I’m sure you can think of other leading marketers that, in your mind, have one attribute that

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

Companies that provide selfless information through particip

defines them to their publics. If it works for them, there must be a way to make it work for you. Let’s learn from the best

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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Warehousing costs are levied by the warehouse owners and are an unavoidable expense for the companies that use the space. The owners should be conversant with the applicable charges. In years to come, users will find it increasingly mandatory to implement nearline storage, to reduce their data warehousing costs and make data analysis more efficient and effective.

The majority of job descriptions are written today for a computer system. Many are written without any purpose at all. Very few are written with the employee and their supervisor in mind. At the most basic level, job descriptions for employees need do only two things.

In Chapter Seven of Sun Zi Art of War, Sun mentioned mentioned four important areas of human resource management to achieve a good fighting force. Want to know what they are and how to apply to business? Read on to find out.

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