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Advice You - What Goes Around Comes Around
This weeks issue of Marketing is, as they proudly announce, their 75th Anniversary Issue.
So I eagerly grabbed it hoping that it was going to reveal not only the past history of Marketing and Advertising in England but, and to me, more importantly, the exciting future that lays ahead.
Was I ever w
So I eagerly grabbed it hoping that it was going to reveal not only the past history of Marketing and Advertising in England but, and to me, more importantly, the exciting future that lays ahead.
Was I ever w
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
rong!
There was not one mention of the word “communication”, despite the fact that, in my opinion, successful communication is what marketing is all about.
Rather there was a self-congratulatory note, like the headline to one article “Changing Times, lasting truths.”
Which said, basically, “The a
There was not one mention of the word “communication”, despite the fact that, in my opinion, successful communication is what marketing is all about.
Rather there was a self-congratulatory note, like the headline to one article “Changing Times, lasting truths.”
Which said, basically, “The a
; 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
vertising industry has changed enormously in 45 years. Or has it?
Then it went on to say “…reading an article on choosing an agency in 1962 appearing in Marketing they found many of its recommendations relevant today”!
Really!
I don’t think so at all, the communications scene has changed so much
Then it went on to say “…reading an article on choosing an agency in 1962 appearing in Marketing they found many of its recommendations relevant today”!
Really!
I don’t think so at all, the communications scene has changed so much
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nd advertising agencies are falling by the wayside.
As the Magazine says, consumer tastes, technology and media channels have all changed beyond recognition since the 30s, but the industry’s core principles have remained remarkably constant!
Best summed up by the words “One trick ponies” There w
As the Magazine says, consumer tastes, technology and media channels have all changed beyond recognition since the 30s, but the industry’s core principles have remained remarkably constant!
Best summed up by the words “One trick ponies” There w
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s even an article on the success of BT, this little gem “Understanding and spelling out the importance of connections to our consumers has summed up BT’s marketing efforts of the past 25 years, its strong history of popular advertising is testament to this”
Really?
And there’s the rub, throughout
Really?
And there’s the rub, throughout
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
this little 75th exercise there was not one mention of accountability
And one would have thought that, more than ever, at a time when the advertising aspect of marketing are under severe questioning as to its effectiveness, that a few, unquestionable research studies proving, once an for all, that
And one would have thought that, more than ever, at a time when the advertising aspect of marketing are under severe questioning as to its effectiveness, that a few, unquestionable research studies proving, once an for all, that
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
dvertising works, would be extremely well received!
But then again, and to the best of my knowledge, there is still not one research study that establishes conclusively that advertising sells products!
If you accept my thesis that the key to successful marketing is successful communication followe
But then again, and to the best of my knowledge, there is still not one research study that establishes conclusively that advertising sells products!
If you accept my thesis that the key to successful marketing is successful communication followe
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
by successful selling.
Then allow me to insert here the correct definition of the word “communication” and I would, at the same time, like to suggest that this should have been included in the 75th Anniversary Issue of Marketing.
What is communication?
After a little thought, most people come u
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
with a definition that is about transmitting and receiving information. A little more thought might produce the word exchange. This is more satisfactory, but still assumes that communication is about moving something about conveying, or sending, or delivering, some commodity called ‘information
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
’.
In fact, the word has quite a different root meaning. It derives from the Latin communis, meaning ‘common’. Or ‘shared’. It belongs to the family of words that includes communion, communism and community. Until you have shared information with another person, you haven’t communicated it. A
In fact, the word has quite a different root meaning. It derives from the Latin communis, meaning ‘common’. Or ‘shared’. It belongs to the family of words that includes communion, communism and community. Until you have shared information with another person, you haven’t communicated it. A
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d until they have understood it, the way you understand it, you haven’t shared it with them.
Communication is the process of creating shared understanding.
Never once did this special edition of Marketing mention the fact that we must change in the way we think about media, there must be a major s
Communication is the process of creating shared understanding.
Never once did this special edition of Marketing mention the fact that we must change in the way we think about media, there must be a major s
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
ift away from thinking about media as ‘channels’ down which we tip messages and information. Only in so far as they serve and help advertisers access and harness the power of the social networks that lie behind them.
Neither did this issue of Marketing once seriously discuss research, especially fo
Neither did this issue of Marketing once seriously discuss research, especially fo
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
us groups, both of which consume vast amounts of marketing monies!
Never once did this issue consider the need for more patience. The more breakthrough, the more the revolutionary and the more innovative an idea is, the longer it will take for people to appreciate it.
Next we feel that they shoul
Never once did this issue consider the need for more patience. The more breakthrough, the more the revolutionary and the more innovative an idea is, the longer it will take for people to appreciate it.
Next we feel that they shoul
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
d have pointed out that to day with all the clutter, mistrust etc that exists, people in management need to tolerate uncertainty.
The thing that’s driving all this focus-group and market research data is the desire of people with the management power to make every decision as methodical and thought
The thing that’s driving all this focus-group and market research data is the desire of people with the management power to make every decision as methodical and thought
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
out and certain as possible.
Severe symptoms of what we call “Top-Down-Management”!
These days and wherever you go, a revolution in media consumption is happening. No one in most traditional media businesses has a clue where it will end up, but the trick for existing brands will be to find ways t
Severe symptoms of what we call “Top-Down-Management”!
These days and wherever you go, a revolution in media consumption is happening. No one in most traditional media businesses has a clue where it will end up, but the trick for existing brands will be to find ways t
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
retain audiences and advertisers. In a era where people have the tools to rewrite and remix what they do not like, the unawareness of all this shone through the special issue of Marketing!
Certainly the next, and major, development within marketing is the development of interactive communication,
Certainly the next, and major, development within marketing is the development of interactive communication,
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
gain no mention of this most significant of all developments so we think that this little description of interactive communication should have been included somewhere within this issue!
Defining Interactive Marketing.
Interaction can be defined simply as straightforward communication between two p
Defining Interactive Marketing.
Interaction can be defined simply as straightforward communication between two p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
arties.
Presently we are in danger of losing the real meaning of interaction, as we tend to focus discussions on the emerging technologies and neglect the communication process itself.
With an understanding of the real meaning of Interactive Communication, existing media can be made interactive, a
Presently we are in danger of losing the real meaning of interaction, as we tend to focus discussions on the emerging technologies and neglect the communication process itself.
With an understanding of the real meaning of Interactive Communication, existing media can be made interactive, a
.
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
d subsequently far more cost effective.
Paul Ashby pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cogn
Paul Ashby pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cogn
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
tive Dissonance, Selective Retention and Selective Exposure.
Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at http://effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.co
Would you like to discover the incredible results to be attained by using interactive communication? Well these are revealed for FREE at http://effectiveaccountablecommunication.blogspot.com or contact Paul directly on paul.ashby@yahoo.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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