Advice You - Business

If you have a Yellow Page ad and think it’s doing it’s job, think again. After all, when was the last time you tracked the results? In fact

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

, before you even placed the ad, did you pass a copy around to employees, friends, relatives and total strangers to get a reaction? That’s

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

Examples of combination products may in

your first problem. Then, did you set up a tracking device like a special phone number within the ad to measure the number of responses? Re

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

ceiving feedback on an ad is as important as the ad itself. Without it, how do you know how well it’s working?

Say you spend $500 a month

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

and think you get about ten customers, valued at $200 each. You figure that the ad is generating $2000 a month, or a four to one rate of re

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

Combination pro

turn. That’s pretty good, right? Well, what if I told you that in your particular heading, say plumbing, the average rate of return for you

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

r size ad is ten to one. You would be surprised and annoyed, correct? And you should be. The ad is failing to get the best return. But then

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

again, you didn’t get a pre-printing test group or a tracking device, so how would you even know?

Most business people ask their customers

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

how they are doing? There are various survey forms or other techniques to arrange for feedback. If you have a store, it’s pretty easy. You

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

can post a copy of the ad at the front counter and ask your customers to fill out a form explaining what they would change in exchange for

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

10% off their next purchase. You understand that these people will be honest with you and that ongoing dialogue can help improve the botto

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

Following aspects would a

m line. You need specific commentary to adjust or change anything that isn’t successful. If you aren’t getting that ten to one return, what

dd to the challenges in developing combination products:

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

’s the issue? Is it the headline, photo, body copy, placement, or heading? Could a simple tweak here and there make all the difference? I

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

n most cases, the answer is “yes.” Okay, so how do I know?

I was a YP rep and consultant for nearly 25 years and, prior to that, had my o

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

n advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertis

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 in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-colum

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

Professional from academic institutions, pharmaceutical industries, health care indust

n ad, regardless of size, color or position, I can tell you it most probably needs improvement in the headline, artwork, body text, placem

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

ent, book, or heading. You must understand the ROI or return on investment and learn how to track the results as well.

So consider getting

.

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

some expert advice before you place your next ad. There are many good and inexpensive places to turn, some available on the internet. Make

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

Companies that provide selfless information through particip

sure the consultant is well qualified with at least 25 years experience. Otherwise, you’ll be wasting money and committing another “no-no.

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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Insurance carriers are very picky when it comes to medical billing. Even the trailer records have to be exact. In this installment, we continue with our review of the XA0 claim trailer record, covering fields 9 through 17.

Although we like to think that we know exactly what we want, and that we are capable of choosing our preferred product, as inexperienced consumers we are in fact notoriously inefficient, which is why as a society we have traditionally always been happy to have “professionals” do the selection process for us.

In any office, anywhere in the world, there will be coffee. Where there is coffee, there are mugs. Mugs come in many different styles, shapes, and colors. Why not provide a mug of your own.

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Advice You - Yellow Page Ads No-No's -- Part 3

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