Advice You - Business

What should you assume about your audience?

When you're writing to professionals in any field, you can assume that they

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

know the terminology. You can also assume professionals know why they need the equipment they use every day - so you can

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

Examples of combination products may in

get right down to showing why your product is best.

But should you assume that they know who you are, and where you are?

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

An advertisement in our local newspaper today was a prime example of assuming too much.

I need to back up just a bit.

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

Ours is a very small town, located about 30 miles from a slightly larger town. The half-page ad in today's newspaper was

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

Combination pro

for rental space available in a commercial building in that larger town.

Now, most of the people who have lived here for

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

at least 20 or 30 years know the building and its history. So when the ad said that rental spaces are now available in t

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

e "Cedar Street Bridge" and showed a large photograph, most long time residents would know automatically that it is not i

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

n our town - but in the next town down the highway.

But nowhere in the ad did it say that

Should the advertiser assume

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

that only long-term residents would want his rental space? In this community, quite the opposite is true. His most

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

likely prospects are people moving into the area, bringing their businesses with them.

Our small town weekly newspaper

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

Following aspects would a

is mailed out all over the United States. People who are thinking of relocating to our area subscribe, as do past residen

dd to the challenges in developing combination products:

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

ts. Since the ad doesn't say otherwise, most of these people will assume that the building is in this town.

I can envisi

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

on people reading this ad and thinking "Wow, when did that get built?" or "That looks like the perfect spot for my small

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

outique." I can also envision people driving all over trying to find the Cedar Street Bridge. There is a Cedar Street in

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

this town, but it has no large commercial buildings, and it has no water to necessitate a bridge.

This is a classic case

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

Professional from academic institutions, pharmaceutical industries, health care indust

of assuming too much. If you go to the trouble and expense of placing an ad - unless you do all of your business by phon

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

e or e-mail - it should include your business location.

Newspaper ads are not free, or even inexpensive. Be sure each 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

cludes the important details. If you've handed over your information and asked the newspaper to set up your ad, ask to se

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

Companies that provide selfless information through particip

e you a proof before they run the ad. Otherwise, you might as well take that money out in a windstorm and let it fly away

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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What does a board moderator do? With so many people making social connections online-I wondered what do this brave people do? With that in mind, I hunted one up who was kind enough to fill me in.

It's been said that unless people have ownership of their performance measures, there won't be any sustained improvement in performance. Buy-in is the holy grail of performance improvement - here's how to get more of it!

If you want to attract more clients - get busy. Because activity attracts. Your busy-ness should include:
Being seen at industry or networking events.
Writing articles that get published – at least in your own newsletter.
Participating in industry meetings.
Participating in web-based discussion groups. Don’t just be a lurker on the list.
Getting out and meeting people, prospects and referral partners.
Having projects that you are working on, even if you are in-between client engagements.
Running surveys to find out more about your market space.
And more...

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Advice You - Another Expensive Marketing Mistake: Assuming Too Much

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