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Advice You - Desperately Seeking the Truth
People today are bombarded by so much information that they have become numb to what feels like advertising or, during political cycles like we are in today, out and out fabrication.
Sma
Sma
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
ll business owners should resist the temptation to copy what passes for advertising today and focus on telling the truth. I don’t really mean to imply that companies are lying about what
; 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
their product or service can do, I just mean that they aren’t giving us any reason to believe in or trust what they have to say.
So how do you do tell the truth? Tell me a story. Speak t
So how do you do tell the truth? Tell me a story. Speak 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.
o me honestly about why you got into business, tell me your pain, show me how you struggle and, most of all, give me some reason to hope.
Create a marketing document that tells your stor
Create a marketing document that tells your stor
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
y and you will find that you can use it in a variety of ways.
The marketing story is such an effective tool because it allows you to do several things that traditional marketing or adver
The marketing story is such an effective tool because it allows you to do several things that traditional marketing or adver
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
tising does not.
People learn through stories
Stories are an effective way to simplify a complicated issue.
Stories can create emotion. People buy on emotion and rationalize their deci
People learn through stories
Stories are an effective way to simplify a complicated issue.
Stories can create emotion. People buy on emotion and rationalize their deci
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
sion with facts
Stories are easier to remember because people can more readily relate to a story
Most importantly…Stories build trust
The basic types of plots for your marketing story
Stories are easier to remember because people can more readily relate to a story
Most importantly…Stories build trust
The basic types of plots for your marketing story
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
Who I am stories – stories that allow the reader to connect with who you are or who the company is
What I do stories – Stories that communicate what your firm does in a way that gets at
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
why it does it.
The vision stories – Stories that paint a picture of a dynamic future.
Values in action stories – Stories that illustrate slogan like “we try harder”
Lessons learned s
The vision stories – Stories that paint a picture of a dynamic future.
Values in action stories – Stories that illustrate slogan like “we try harder”
Lessons learned s
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
tories – Shared lessons that expose the human side – both the good and the bad.
I know you stories – Stories that demonstrate to the reader that you have walked in my shoes.
The link to
I know you stories – Stories that demonstrate to the reader that you have walked in my shoes.
The link to
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
your core marketing message or USP.
As you create your marketing story it is helpful to keep your USP in mind. The marketing story can be a very effective way to demonstrate the words in
As you create your marketing story it is helpful to keep your USP in mind. The marketing story can be a very effective way to demonstrate the words in
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
your most important marketing promise or core message.
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There a
Your story should be chosen partly based on its ability to directly link the reader to your USP.
A word about structure - There a
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
re several items that go into a good story.
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple trut
Your story should have personality. A good story is always a good story.
Your story should connect with the reader by revealing a simple trut
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
h.
Your story needs a caretaker. Someone in the firm needs to own the story and give it a passionate voice.
Your story should be so focused on the target market so that they can see the
Your story needs a caretaker. Someone in the firm needs to own the story and give it a passionate voice.
Your story should be so focused on the target market so that they can see the
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
mselves as characters in your story.
Several great uses for a good story
It can help you recruit employees who relate to the story.
It can and should be part of your marketing material
Several great uses for a good story
It can help you recruit employees who relate to the story.
It can and should be part of your marketing material
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
s. Print it on the back of invoices. Hang it in the hall. Tell it in your newsletter. Put it on your web site.
Use it to help present your firm in an industry award competition
A couple
Use it to help present your firm in an industry award competition
A couple
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
of closing thoughts
The story must be true. I don’t think that I need to explain that one too much.
The story must be somewhat entertaining. Facts and figures can add credibility to a
The story must be true. I don’t think that I need to explain that one too much.
The story must be somewhat entertaining. Facts and figures can add credibility to a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
story but emotion and personality keep the interest.
A 13 year old should be able to understand and appreciate the story. If you have a teenager, then you know what a challenge this is.
A 13 year old should be able to understand and appreciate the story. If you have a teenager, then you know what a challenge this is.
.
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
Pass this test and you know you have a winner.
Length. Your story should take no longer than 3-5 minutes to read or tell. Anything longer and you had better have some intriguing plot twi
Length. Your story should take no longer than 3-5 minutes to read or tell. Anything longer and you had better have some intriguing plot twi
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
sts.
Looking for a great example of a marketing story? Visit http://www.noonshine.com/story.htm
Copyright 2004 John Jantsc
Looking for a great example of a marketing story? Visit http://www.noonshine.com/story.htm
Copyright 2004 John Jantsc
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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