Advice You - Business

There are principles of marketing, and there are marketing strategies.

The principles of marketing have never changed. However, marketing strategies change all the time to

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

reflect the marketing medium in which they're being used... and the products and services the marketers are selling.

One core marketing principle is to arouse curiosity wit

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

Examples of combination products may in

hin the target market by using a benefit laden "Preview" (or teaser) technique.

There is a LOT one can learn about marketing on the Internet - and the use of this curiosity

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

teaser technique - by watching TV.

How does one do this? Watch TV sports shows.

These TV sports shows clearly demonstrate this time perfected, well established (preview/

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

teaser) technique which has been used in marketing for decades. Other versions of this technique were/ are used in radio

The technique is also used regularly by TV news pr

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

Combination pro

ograms, soap operas, and (in a different way) with newsprint.

This technique is called the PREview (or teaser) 'technique'.

Take a sports show for example. Before the show

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

the station will run clips which "preview" what's coming up in the sports show.

When the sports show starts the hosts will "preview" what's going to happen during the show.

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

This technique is used again during the show (usually before the commercials) to preview what is coming up after the commercial (to keep the viewer watching the program).

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

The preview/ teaser technique will be used again at the end of the show to tell the viewer what's going to happen in the next show. This time it's used to get them to come

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

ack to the next show, or it's used as an end-of-program preview to direct the viewer to another (theme related) TV show on the same network.

So, how can you use this previe

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

w/ teaser technique with your own Internet marketing campaigns?

The primary way to use this technique is by using articles.

These can be articles you use in your own ezine

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

Following aspects would a

, blog or articles which you write and then submit to article directories (for exposure across the net).

Here's how you structure your article using this tried and tested p

dd to the challenges in developing combination products:

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

eview/ teaser technique.

Preview 1: Your article headline needs to be intriguing and contain a benefit for the reader (so they'll open the article and read it).

Preview 2:

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

Tell your readers (up front) what you're going to tell them. Again, this 'preview' needs to be benefit laden, so people read the entire article.

Preview 3: Within the bod

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

y of your article (if you're using it in an ezine and running sponsored ads) refer to the benefit which is coming up (after the ad). Again you want to keep your reader 'on 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

e page'.

Preview 4: This can be your sig (resource) file. Again, refer to an 'additional' benefit (for the reader) when they click on the link in your resource file. Peopl

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

Professional from academic institutions, pharmaceutical industries, health care indust

e have read your article and you want to keep them within your 'sphere of influence' as long as possible.

The interesting thing about this "preview" technique is that the s

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

ame technique works exceptionally well when one is lecturing on a topic.

In this case a 3 step format is used, being...

1. Tell them what you're going to tell them (in you

.

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

lecture),

2. Tell them (about the topic),

3, Tell them what you've just told them (in your lecture).

Perhaps this "preview" technique is not so much an invention of mark

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

Companies that provide selfless information through particip

eting but more so an aspect of Human neurology (because the attention span of an average individual is about 20 minutes). Whatever the reason, this "preview" technique works

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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There are a lot of change management issues at the top of any corporation and sometimes when there are many divisions with presidents we see all of them are vying for the chairmanship or presidency of the entire multinational conglomerate corporation.

Many years ago when I first graduated college, I looked for a good used car to purchase. Like most graduates, I had student loans to pay, I had to find a good job and I couldn't afford to purchase a new automobile.

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Advice You - What I've Learned About Internet Marketing From Watching TV (#1)

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