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Many of you remember the hype and hoopla generated back in Novemeber from the My Super Proposal website, a true gem of viral marketing, and definitely a case-in-point. Today we return to the story, digging in a little deeper

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

and unveiling some of the mechanics that have kept this engine revving for the past three months.

First, the history:

My Super Proposal is a blog promotion project with the goal of aqcuiring major advertise

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

Examples of combination products may in

sponsorship for a televised Super Bowl wedding proposal. 2 mil was the goal. Though all advertiser spots have since been occupied, and though a total 85 thousand to date is a far cry from needed funds, Super Guy is definitel

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

y on to something. (The 85K is set to be donated to a local childrens hospital.)

Let’s take a snap shot look at some of visibility this project has received, just to illustrate the point:

An excerpt from Equitymind ’s blog:

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

To sum all of the exposure up, here is a list of media and press that has happened to date:

Radio Interviews and Coverage:

Radio Station in Virginia (prior to my involvement - no call station info)
Radio Station in Ca

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

Combination pro

lifornia (prior to my involvement)
107.5 The River, radio station in Nashville
710 KIRO Newsradio The Ron & Don Show, Seattle.
KKND - New Orleans
STAR 94 Radio in Atlanta
Saint Louis morning drive tim

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

talk show
Ken and Tammy Show on WOXL in Asheville NC
WRMF South Florida
Howard Stern Show
Daily Search Cast
94.3 FOX Northern Michagan
KROQ Los Angeles Kevin and Bean show

Newpaper and Onli

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

ne Media Coverage:

AdRants
AdJab
AdAge
AdAge Garfield: The Blog
New York Post
Netscape
Media Buyer Planner
MediaPost
MarketingProfs Daily Fix
Entrepreneur.com Blog
Busine

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

s 2.0 Blog
Corpus Christi Caller-Times
ABC News / ESPN Sports
ESPN - The Magazine
Chicago Tribune
ABC News - GMA

International Media Coverage:

Sweden
Denmark
Norway
Mexico
Sp

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

ain

Television Coverage:

Fox News (National - on a Sunday afternoon)
MSNBC
Good Morning America

How did this thing take off so fast, you ask?

We say it boils down to a basic tenet of viral marketing, (and al

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

o a fortune I keep taped on my monitor) that reads: “Focus your message on the receiver. Ignore yourself.”

This is true because viral marketers depend on their audience to generate hype, and to spread the good word. Given th

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

Following aspects would a

e very nature of this project, (blog slash internet related) its appeal was greatest to those working in the industry - people who's lively hoods depend on keeping up with subjects and stories just like this one. And who but

dd to the challenges in developing combination products:

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

nternet marketers have the experience, expertise and Rolodex to get the ball rolling? Smart move, Super Guy. But don’t take our word for it… see what internet marketers themselves had to say…

It’s been awhile since my plea t

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

o help promote ‘J.P.’ in his quest for a 30 second commercial spot during next February’s Super Bowl game in order to propose to his girlfriend so its time for a long overdue update…

…The initial blogosphere bang was first l

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

unched by Danny, Lee, David, Jeremy, Liane and many more and followed up by a press release by Greg Jarboe of SEO-PR. Although we had some initial coverage before my involvement, the combined efforts led to the ‘tipping point

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

’ - an article written by Abbey Klaassen of AdAge Magazine…

Clearly the way to be successful with a viral marketing campaign is tailoring your appeal to the right audience. Just as with the ‘Kopi Luwak Coffee‘ scenario, thos

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

Professional from academic institutions, pharmaceutical industries, health care indust

most interested would of course be avid coffee drinkers like myself, and, whaddya know, his story got coverage on our blog. Yeah.

My Super Proposal : Stats

Incoming links from other blogs and websites: (according to Yahoo!

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

) 407

Number of blogs tagged with ’super bowl proposal’: according to technorati 16

Number of blogs with the headline ’super bowl proposal’: 37

The last two numbers may not seem that impressive, but considering the readers

.

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

ip of each blog and the reach it extended towards the main stream media… we think these numbers contain quite a bit a viral marketing juice, indeed.

For more on the story and to follow progress, see J.P.’s progress page. And

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

Companies that provide selfless information through particip

, as usual, we want to know what you think. Not the first you’ve heard of “Super J.P?” Disagree with our ‘basic tenet of viral marketing?” We welcome your feedback! Contact us at http://www.industrialsearchenginemarketing.com

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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How many times would you mail out a $1500 marketing campaign if each time you ran it, it returned you $13,000? Well if you aren't doing it now, you need to be. If this proven technique works for people in this hot headed profession, there's absolutely no reason why it wouldn't work for you.

In a traditional organization, the role of purchasing is to simply purchase and the means was to negotiate and to have a confrontational attitude with the vendors. This led to the concept of ‘buying power’ of organizations into the management literature. For instance, large organizations squeezed every cent from their suppliers by using their buying clout.

There is another set of options regarding the style of writing ads. With the understanding that there are basically two kinds of ads:

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