Advice You - Business

You’ve read about the importance of being courageous, rebellious and imaginative. These are all vital ingredients in an effective advertising campaign. However, they must be tempered

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

with the most important ingredient of all—strategy.

As long as the advertising industry has been in existence there has been debate about whether advertising is art or commerce. Qu

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

Examples of combination products may in

ite frankly, this kind of divisive argument is a waste of time and has only helped to diminish what little respect the industry has earned through the years. Besides, the answer is s

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

imple. Advertising is the art of commerce.

It can’t be pure art because pure art won’t engage the consumer on behalf of the brand. Art can certainly get people’s attention, but it r

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

arely causes them to take action. If the consumer is not actively engaged, the brand won’t grow. If the brand doesn’t grow, the company won’t profit. And if the company ceases to mak

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

Combination pro

e a profit, it dies and takes its brand with it.

On the other hand, advertising can’t be mere commerce because capitalism, in and of itself, is not pretty. It doesn’t make people si

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

t up and take notice. Pure commerce deals with the exchange of money for goods and services. How boring is that. Besides, you don’t want to encourage simple commerce. You want to pro

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

ote branded commerce. That is what makes strategy so important.

Let’s be clear. We’re talking advertising strategy. Advertising is not marketing. Marketing involves several discipli

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

nes including product, pricing, packaging, distribution, customers and promotions (which encompasses public relations, advertising, point-of-sale, direct marketing, e-marketing, etc.

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

).

If your ad agency can’t tell the difference between marketing and advertising strategy, run like hell. You’re liable to waste a lot of money. Now some agencies do understand the

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

balance between the broader marketing picture and the narrow, targeted advertising scope. If they are capable and comfortable operating in both realms, they will be a very valuable p

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

Following aspects would a

artner to you.

The importance of a strong ad strategy can’t be stressed enough. Creating ads without strategy is like throwing a ping pong ball at a speeding car in a wind storm. Th

dd to the challenges in developing combination products:

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

ere is little chance you will hit your target.

With a sound advertising strategy, however, even a company with a limited budget can compete against deep-pocketed competitors. Such i

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

s the power of the single idea that remains constant over time. This, my friend, is the essence of long-term branding.

You must start by knowing to whom you are speaking and to whom

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

you should be speaking. What are their hot buttons? What kinds of things are they paying attention to (art)? What would make them want your product or service (commerce)? What kind o

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

f life do they lead? What are some of their daily hassles? Can your product or service help with any?

The key, of course, is to begin thinking about your customers and potential cus

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

Professional from academic institutions, pharmaceutical industries, health care indust

tomers. Focus on their needs instead of your own. By offering solutions to their needs, you will fulfill your own profit needs. It doesn’t work the other way around. Trust me.

Only

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

after you know your audience, should you start thinking about how to communicate with them. Because only then will you know how and where to reach them.

This article introduced the

.

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

fourth of twelve steps. Challenge yourself, your staff and your advertising agency to revolutionize your ad program. If you missed a previous step, contact the author for a complimen

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

Companies that provide selfless information through particip

tary copy. And, remember, every revolution begins with just one step.

Jeff Berney is a freelance idealist, brand evangelist and writer. He can be reached at jeff@jberney.com.

© 200

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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Whether you want a flier or a brochure to publicize your products and services, wish to communicate with other people through a newsletter or in-house magazine or want to publish a magazine as a commercial prospect, printing is the technology that becomes the most essential factor. Commercial printing is a highly technical task and most people, not familiar with the processes, are easily overwhelmed by the many parameters involved. Printing is not just putting words on paper. It involves the choice of text design, images (either photographs or graphics or a combination of both), the quality of paper the final output is produced on as also the packaging in terms of folding, lamination or binding.

There are five major challenges faced by business owners today. If you don't know what they are or you don't know how to handle them then your business is at risk. Once you get to grips with these five then your company has a far better chance of survival.

Business cards are great for advertising a new business that has just been launched. There is usually a cash flow problem in the beginning stages of the business. By making use of these little cards to advertise your business could mean a huge saving on advertising material.

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