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Advice You - Small Business Marketing Tips: TV's Apprentice Continues to Show us Great Examples of Bad Marketing
I’m not much of a reality TV fan, but I must admit I’ve gotten sucked into watching The Apprentice. Perhaps it’s because as an entrepreneur I am fascinated by these seem
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
ingly intelligent people and their actions and decisions when it comes to business.
Additionally, it seems more often than not the teams are given a task that involves m
Additionally, it seems more often than not the teams are given a task that involves m
; 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
arketing. Having been very disappointed in how the fields of marketing and advertising have typically been represented in fictional television shows, I guess I’m always
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hopeful reality TV will be more accurate.
So the lure of reality TV and its potential for actually showing marketing in its true light captures me week in and week out.
So the lure of reality TV and its potential for actually showing marketing in its true light captures me week in and week out.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
While I’ve rarely been impressed with the job done by the apprentice candidates … and I’m not alone as The Donald and Martha are rarely impressed either … these shows do
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
provide great examples of what not to do.
In this week's edition of Martha Stewart The Apprentice each team was given the task of creating a 30-second video to promote
In this week's edition of Martha Stewart The Apprentice each team was given the task of creating a 30-second video to promote
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
Song Airlines $99 fare from New York to Los Angeles.
They were provided with a cast and crew and access to Song Airlines executives to get all their questions answered.
They were provided with a cast and crew and access to Song Airlines executives to get all their questions answered.
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
One of the teams (the winning team) actually did a very nice job on their video, so much so the Song Airlines executives decided to use the video in their marketing camp
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
aign.
The other team however broke three cardinal rules of marketing:
1) They didn’t speak to their target audience
2) They didn’t feature the company’s brand p
The other team however broke three cardinal rules of marketing:
1) They didn’t speak to their target audience
2) They didn’t feature the company’s brand p
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
ositioning
3) They didn’t have a single focused message
Let’s look at how these critical mistakes played out.
First, they completely ignored what the Song ex
3) They didn’t have a single focused message
Let’s look at how these critical mistakes played out.
First, they completely ignored what the Song ex
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
cutives told them about their target audience.
They were told the airline's target audience was baby boomer women in their forties. But rather than conceive a promot
They were told the airline's target audience was baby boomer women in their forties. But rather than conceive a promot
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
ional spot that would speak to this audience, they decided instead to run with an idea that they liked and wanted to produce that focused on men and sports.
One of the t
One of the t
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
eammates had this comment after hearing that the airline’s target audience didn’t match up to the video concept he had conceived: “We need to promote the price, the dest
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
ination and the brand … I’m not worried about the target audience.”
Ouch! Critical marketing mistake!
Second, they did not focus on the airline’s brand positioning
Ouch! Critical marketing mistake!
Second, they did not focus on the airline’s brand positioning
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
of “High Style, Low Price.”
In fact, when they had an opportunity to represent this brand positioning at the end of the spot they created, they instead used a play o
In fact, when they had an opportunity to represent this brand positioning at the end of the spot they created, they instead used a play o
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
n words that loosely tied in with their sports theme, but did not represent the idea of “high style, low price” at all.
And third, they tried to cram way too much int
And third, they tried to cram way too much int
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
o a 30-second spot.
They took what should have been a simple idea - promoting an airline fare of $99 from New York to Los Angeles - and overcomplicated it, turning i
They took what should have been a simple idea - promoting an airline fare of $99 from New York to Los Angeles - and overcomplicated it, turning i
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t into an ineffective piece of marketing that did not represent the company for which it was created.
In the end, both apprentice candidates on the losing team were sent
In the end, both apprentice candidates on the losing team were sent
.
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
home. And Martha Stewart and her crew made it very clear how disappointed they were in their performance.
So, while I continue to be disappointed by how marketing is p
So, while I continue to be disappointed by how marketing is p
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
ortrayed in the media, at least reality TV is providing good examples of what NOT to do. And that can be as instructional as learning what TO do.
(C) 2005 Debbie LaChus
(C) 2005 Debbie LaChus
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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