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Advice You - Why Your Retail Store Needs Drama
Opening the door and stepping inside a store, is like the curtain going up on stage. Shopping is a play we all participate in. Even those who say they don't like it. Great stores entertain us, share new ideas, make political statements, express our values, and
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
then send us home with more stuff than we intended to buy. A great play starts out with a great story. Just reading that story on stage doesn't make great theatre. There are many other elements that make a story into a dramatic production.
In retail, the
; 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
tory is the product.
You might have the best product since the ipod, but just putting it on a shelf doesn't mean people will buy it. To successfully sell a product today you need to create a shopping experience for consumers that they enjoy. If they don't
You might have the best product since the ipod, but just putting it on a shelf doesn't mean people will buy it. To successfully sell a product today you need to create a shopping experience for consumers that they enjoy. If they don't
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
like it, they'll go somewhere else. In theater and retail, drama and entertainment are created with the same elements. You need:
a great setting, great lighting and great talent.
Setting A great setting creates a mood, an image. A place for the actio
Setting A great setting creates a mood, an image. A place for the actio
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 happen. The setting is integral to the story.
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience stil
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience stil
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
gets the picture. Their imagination fills in the rest.
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
I
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
I
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
f you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by
Giorgio Armani.
That s
That s
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
opper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ustomers would immediately assume the products were too expensive, without even setting foot inside.
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without pr
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without pr
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
per lighting. However, many retailers do not understand the role of lighting in their stores.
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
orget was created with absolutely no props. A rectangle of light on the stage floor suggested a grave. As actors went through the motions of throwing shovelfuls of dirt onto the grave, the light gradually dimmed. The scene ended when the light had faded leavin
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
g the stage was completely black.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
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
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These a
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These a
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
e usually spotlights, used to draw your attention to displays. Because your eye is drawn to light, you will naturally move through the store to these 'pools' of light.
A mid-priced shop with use a combination of these two types of lighting.
Unconsciously, as
A mid-priced shop with use a combination of these two types of lighting.
Unconsciously, as
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
a shopper, you will get a message about the value of the products because of how they are lit.
For example, an expensive product lit the wrong way, will cause a shopper to assume the product is poor quality and overpriced.
A successful retailer needs to make
For example, an expensive product lit the wrong way, will cause a shopper to assume the product is poor quality and overpriced.
A successful retailer needs to make
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
sure that the lighting is consistent with the setting and the story.
Talent
A great theatre production also has the right talent. Only the right person can create a believable character. An actor's build, appearance, ability and experience are all par
Talent
A great theatre production also has the right talent. Only the right person can create a believable character. An actor's build, appearance, ability and experience are all par
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
t of what makes him or her the right choice for a role.
A successful theatre production needs a strong team of people. Each one needs to be able to create a convincing and powerful character. They also need to work well together as a group.
In retail you als
A successful theatre production needs a strong team of people. Each one needs to be able to create a convincing and powerful character. They also need to work well together as a group.
In retail you als
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
need great talent. What would happen if retailers thought of their staff as the cast of a production? Maybe they would be more careful in hiring just the right people. Retail staff need to clearly understand their role. They need to know the story. They need
.
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
o work well as a team.
Both in theatre and in retail, a cast member who comes across as phony or insincere will ruin an otherwise great production.
A successful theatrical or retail production needs to have all three of these elements working together
Both in theatre and in retail, a cast member who comes across as phony or insincere will ruin an otherwise great production.
A successful theatrical or retail production needs to have all three of these elements working together
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
> - a great setting, great lighting and great talent.
If any one of them is out of tune with the others, the audience leaves disappointed - and may not ever come back.
What are you doing to create a great retail production? Please share your comments
If any one of them is out of tune with the others, the audience leaves disappointed - and may not ever come back.
What are you doing to create a great retail production? Please share your comments
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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