Advice You - Business

Introduction to SMS
Short Message Service A text message service that enables short messages of generally no more than 140-160 characters in length to be sent and tran

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

smitted from a cellphone.

SMS was introduced in the GSM system and later supported by all other digital-based mobile communications systems. Unlike paging, but similar to e

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

Examples of combination products may in

-mail, short messages are stored and forwarded at SMS centers, which mean you, can retrieve your messages later if you are not immediately available to receive them. If the

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

phone is powered off or out of range, messages are stored in the network and are delivered at the next opportunity.

SMS Marketing : Wireless Revolution in Marketing
S

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

MS is an extremely cost-effective, high-response-rate vehicle, which can help to acquire and retain consumers, sell and promote products, drive loyalty, and reinforce brandi

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

Combination pro

ng efforts. Have you tried SMS marketing to promote your business?

Abstract
Communication plays a vital role in Marketing. Till today we have seen newspapers, magazi

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

nes, television, radio, hording, road shows and Internet as major marketing communication tools. In addition telecommunication has given new gift to us. M – Mobile.

Go thro

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

gh some facts:
According to one estimate, in 2005 text - based services formed a Rs 100 crore industry, approximately 30 per cent of the value-added services market. O

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

ver the next five years, it estimated that text-based services would grow at a compound annual growth rate of 47 per cent to reach Rs 720 crore in 2010. visit : www.thesmsc

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

ompany.com

Mobile marketing is highly personalised, interactive and has an immediate impact.

Attractive features of SMS (mobile) marketing instant, direct and fast.

2- Wa

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

y communication.

Effective as it is targeted to particular age, gender or profession.

cost effective.

It can be easily promoted through cross-media like radio, TV or prin

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

Following aspects would a

t.

As customer forward messages in a group it opens opportunities of Viral Marketing.

SMS is fun loving tool. It is catching up record breaking usage.

ICM telephone surve

dd to the challenges in developing combination products:

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

y

94% of messages are ‘read’, which helps explain the high levels of response and brand impact. The best performing campaigns, the study reveals outstanding results as fo

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

llows: 46% response (of any type), 27% Reply to a message, 19% visit a web site, 15% Visit a store. The average campaign delivers 15% response (of any type), which is more

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

than twice the average other industry reports have given for direct mail (sources: Gartner, DMIS) Where is it so effective?
"Mobile marketing is suited best to drive

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

sales of consumer packaged goods, restaurant menu items and high-street retail commodities -- sectors that have advertised very little online to date."
- Jupiter Resea

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

Professional from academic institutions, pharmaceutical industries, health care indust

rch analyst Dylan Brooks

Case Study
Mc Donald tried SMS marketing by project ‘e-street’. The project signed up 2,500 mobile phone-users in the town of Lulea, Sweden.

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

to receive SMS messages of special offers from 150 local organizations. After the volunteers were sent an SMS for a McDonalds burger offer, 25 per cent of the targeted users

.

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

took up the offer.

Conclusion
Every invention comes with both positive and negative features. It depends on users. It is up to marketers how best and safely they can

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

Companies that provide selfless information through particip

use it. Being limited up to somewhere 160 characters; SMS depends on other cross media also. Still it is most useful in instant messaging / advertising to targeted audience

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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