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Advice You - Why Use Direct Marketing for Your Marketing Campaign?
Well, the good news is, you now have the opportunity to plan a really great marketing campaign. The bad news is, your boss actually expects to see results!
Let’s take a look at your budget. You have $20,000 to
Let’s take a look at your budget. You have $20,000 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
spend? That’s a big budget! Really cool! Now… let’s see what kind of campaign we can come up with. To start, we need a really great Creative Concept. What self respecting marketing campaign goes without a crea
; 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
ive concept? Then of course, we just have to have that huge full page advertisement in the most prominent daily. Maybe a short burst on the radio or television would be good.
With $20,000? You could not even g
With $20,000? You could not even g
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t out of the door with that campaign. Let us put things into perspective. You have a marketing campaign to run, and you need to see results. So, you need to have a solid marketing concept, then you need to have
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
a great marketing plan to execute that marketing concept. So, besides the creative concept (it ain’t free!), the marketing plan and the execution, then you have to create the visuals and get down to the actual
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rint work, online stuff and so on. Now, if you want to know the RESULTS, you will also need to budget some kind of market survey. This is needed to see a before/after scenario. Otherwise, your marketing campaig
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
is over, how do you know what the results are?
As a small marketer, you need to be aware that you are constrained by budgets. You do not have the hundreds of thousands of dollars to spend on an elaborate mark
As a small marketer, you need to be aware that you are constrained by budgets. You do not have the hundreds of thousands of dollars to spend on an elaborate mark
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
ting campaign. Just to raise consumer awareness using a traditional advertising campaign will require a frequency of exposure that will likely make it beyond the reach of most small to medium sized companies.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ut all is not lost. Direct Marketing is a very powerful and often over-looked tool in the marketer’s arsenal. Your marketing campaign can be made so much more targeted and results more grounded by employing dir
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
ct marketing in the campaign.
A quick definition, direct marketing as we are talking about here, refers to any kind of direct response marketing that is targetted to an individual (as much as it is possible to
A quick definition, direct marketing as we are talking about here, refers to any kind of direct response marketing that is targetted to an individual (as much as it is possible to
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
do so). Examples of direct marketing would be
- Flyers mailed to a customer
- Email campaign
- Coupons
Of course, there are other direct marketing methods, and the above is just a sampling. Why wo
- Flyers mailed to a customer
- Email campaign
- Coupons
Of course, there are other direct marketing methods, and the above is just a sampling. Why wo
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
ld you want to add direct marketing to your marketing campaign? On the surface, it always looks like direct marketing is much more expensive than a general advertising above-the-line program. Your $20,000 above
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
can easily translate to a few advertisements in several local print media and reach hundreds of thousands of people.
But consider this:
- direct marketing is highly targeted, noise (wastage) is extremely low
But consider this:
- direct marketing is highly targeted, noise (wastage) is extremely low
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
br>
- direct marketing allows a direct response
- direct marketing is easily tracked (from a returned coupon, a phone call, a form…)
Your $20,000 can be well spent if you set aside a portion of it to cr
- direct marketing is easily tracked (from a returned coupon, a phone call, a form…)
Your $20,000 can be well spent if you set aside a portion of it to cr
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
ate a flyer with a simple discount coupon and mail it to your customer base. This simple action, would have increased the power of your marketing campaign at many levels. While your print advertisements will re
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
ch its hundreds of thousands, the flyer will reach your existing customers. They will USE the coupons, get a discount and actually buy something from you. Therein lies the “results” that your boss is so hungry
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
or!
Better yet, the side effect is that for everyone who has seen the advertisement, but is not a customer, they have no discount coupon! Now THAT will surely spur them to try to get on your mailing list. Sudd
Better yet, the side effect is that for everyone who has seen the advertisement, but is not a customer, they have no discount coupon! Now THAT will surely spur them to try to get on your mailing list. Sudd
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
nly, it becomes important.
Word of mouth now comes into play. OK, before we get too carried away by how exciting a simple direct marketing campaign can become, let’s get back on track.
Your simple print adver
Word of mouth now comes into play. OK, before we get too carried away by how exciting a simple direct marketing campaign can become, let’s get back on track.
Your simple print adver
.
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
ising campaign, supplemented with a small direct marketing campaign can yield results for your marketing campaign that would be significant. Don’t get me wrong, it is doubtful that a $20,000 marketing campaign
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
an beat a $2 million advertising blitz, but working within your means, the addition of direct marketing will add a measure of impact that is more than worth its cut of your budget.
Think on it. Happy marketing
Think on it. Happy marketing
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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