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Advice You - 3 Important Marketing Lessons from Advertising Legend, Claude Hopkins
Claude Hopkins is widely recognised as the father of advertising. His insights are so simple yet so profound and they apply just as well today as they did decades ago when they were first used.
Here are three lessons, in Claude
Here are three lessons, in Claude
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
's own words. Please note that due to the era that it was written in, the language may be a little dated and that he uses the word "man" instead of "people".
1. An advertiser suffered much from substitution. He said, "Look out
1. An advertiser suffered much from substitution. He said, "Look out
; 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
for substitutes," "Be sure you get this brand," etc. with no effect. Those were selfish appeals.
Then he said, "Try our rivals' too" - said it in his headlines. He invited comparisons and showed that he did not fear them. That
Then he said, "Try our rivals' too" - said it in his headlines. He invited comparisons and showed that he did not fear them. That
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
corrected the situation. Buyers were careful to get the brand so conspicuously superior that its maker could court a trial of the rest.
2. Two advertisers offered food products nearly identical. Both offered a full-size package
2. Two advertisers offered food products nearly identical. Both offered a full-size package
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
as an introduction. But one gave his package free. The other bought the package. A coupon was good at any store for a package, for which the maker paid retail price.
The first advertiser failed and the second succeeded. The fi
The first advertiser failed and the second succeeded. The fi
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rst even lost a large part of the trade he had. He cheapened his product by giving a 15-cent package away. It is hard to pay for an article which has once been free. It is like paying railroad fare after traveling on a pass.
Th
Th
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
e other gained added respect for his article by paying retail price to let the user try it. An article good enough for the maker to buy is good enough for the user to buy. It is vastly different to pay 15 cents to let you try an
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
article than to simply say "It's free."
So with sampling. Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story,
So with sampling. Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story,
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
and she is in a very different position. She knows your claims. She is interested in them, else she would not act. And she expects to find the qualities you told.
There is a great deal in mental impression. Submit five articles
There is a great deal in mental impression. Submit five articles
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
exactly alike and five people may each choose one of them. But point out in one some qualities to notice and everyone will find then. The five people then will all choose the same article.
3. If people can be made sick or well
3. If people can be made sick or well
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
by mental impressions, they can be made to favor a certain brand in that way. And that, on same lines, is the only way to win them.
Two concerns, side by side, sold women's clothing on installments. The appeal, of course, was
Two concerns, side by side, sold women's clothing on installments. The appeal, of course, was
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
to poor girls who desired to dress better. One treated them like poor girls and made the bare business offer.
The other put a woman in charge - a motherly, dignified, capable woman. They did business in her name. They used her
The other put a woman in charge - a motherly, dignified, capable woman. They did business in her name. They used her
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
picture. She signed all ads and letters. She wrote to these girls like a friend. She knew herself what it meant to a girl not to be able to dress her best. She had long sought a chance to supply women good clothes and give them
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
all season to pay. Now she was able to do so, with the aid of the men behind her.
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of t
There was no comparison in those two appeals. It was not long before this woman's long-established next-door rival had to quit.
The backers of t
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
his business sold house furnishings on installments. Sending out catalogs promiscuously did not pay. Offering long-time credit often seems like a reflection.
But when a married woman bought garments from Mrs. ---, and paid as a
But when a married woman bought garments from Mrs. ---, and paid as a
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
greed, they wrote to her something like this: "Mrs. ---, whom we know, tells us that you are one of her good customers. She has dealt with you, she says, and you do just as you agree. So we have opened with you a credit account
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
on our books, good any time you wish. When you want anything in furnishings, just order it. Pay nothing in advance. We are very glad to send it without any investigation to a person recommended as you are."
That was flattering.
That was flattering.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Naturally those people, when they wanted some furniture, would order from that house.
There are endless phases to psychology. Some people know them by instinct. Many of them are taught by experience. But we learn most of them
There are endless phases to psychology. Some people know them by instinct. Many of them are taught by experience. But we learn most of them
.
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
from others. When we see a winning method we note it down for use when occasion offers.
These things are very important. An identical offer made in a different way may bring multiplied returns. Somewhere in the mines of busines
These things are very important. An identical offer made in a different way may bring multiplied returns. Somewhere in the mines of busines
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
s experience we must find the best method somehow.
This is an excerpt from Scientific Advertising which is FREE when you subscribe to Words that Sell ELetter. Just go to http://www.wordsthatsell.com.au and fill in your details.
This is an excerpt from Scientific Advertising which is FREE when you subscribe to Words that Sell ELetter. Just go to http://www.wordsthatsell.com.au and fill in your details.
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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