Advice You - Business

Is print advertising headed for extinction? No way, but I am seeing more and more companies pulling dollars from their print advertising budgets and moving them into other alternatives. The rea

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

son? To brand their product or service more effectively by balancing their ad campaigns and reaching their targeted demographic audiences from different angles. And even within the print medium

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

Examples of combination products may in

, the playing field appears to be changing. Newspaper and Yellow Pages advertising has suffered a blow from the growth of the internet. Googling, Yahoo-ing and online news sources are pulling f

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

rom their numbers. With internet research more easily available, more advertisers are targeting their prospective customers with direct mail campaigns which gives them the ability to pinpoint t

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

he demographic they are trying to reach by age, gender, income and location.

The internet is a growing alternative. Google Ads and Yahoo Sponsored Search "Pay Per Click" advertising is grabbin

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

Combination pro

g a growing share of ad budgets. This new medium gives you the ability purchase a keyword and only pay for it if someone clicks on your website. The way it works in a nutshell is, when someone

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

does a search using your keyword, your website url and a three line promotional ad appears on the right side of the search results page. It can be as inexpensive as a nickel per click and you c

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

an limit what you spend per day, so that Google/Yahoo shuts off your ad campaign for the rest of that day when your budget "limit" is reached.

Outdoor advertising and signs on buses and transi

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

t systems is often in the mix of successful advertising budgets.

Radio utilizes the magic of music and imagination to reach an audience in a lasting way. Of course this is one of my favorites

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

because music, jingles and ad production are what I do. But all bias aside, radio is a way to reach a broader audience with the ability to drive home a message.

One lesser know alternative wit

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

in radio broadcast advertising is the traffic or weather sponsorship. This is a ten second (or less) message that is read within the traffic report: i.e. "Today's traffic is brought to you by _

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

Following aspects would a

_______ ". Metro Networks, the Westwood One company created the traffic sponsorship industry years ago by putting a fleet of planes and "news" copters in the air to monitor traffic in the large

dd to the challenges in developing combination products:

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

st US cities. Instead if selling their services to the radio stations, Metro made a trade for advertising "air" time. So most of the flying traffic reporters that you think work for your local

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

radio & TV stations are really Metro Networks employees who have cut a deal with the local stations. The local stations also sell traffic and weather sponsorships but they are usually not durin

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

g the report, they come before or after it. So if you hear two traffic sponsorships for the same report, it probably means one was a Metro sponsorship and the other was a station sold sponsorsh

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

ip.

Television advertising is a traditional advertising medium we all know well but the advent of cable television has changed the face of the industry. With cable advertising, you can now rea

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

Professional from academic institutions, pharmaceutical industries, health care indust

ch a more targeted demographic, very similar to direct mail, by age, gender, income & location and it can be done on a smaller budget. *If you decide to go in this direction, or in the directio

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

n of radio advertising check out my site and drop me a line. I will be happy to go into detail about branding alternatives to help you get maximum effectiveness from your campaign.

With all th

.

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

ese advertising options, it's best not to put all your eggs in one basket if you have the budget. The most successful advertisers use a balance of advertising mediums to reach their audience cr

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

Companies that provide selfless information through particip

eatively and consistently.

If you have any questions, feel free to shoot me an email: barry@soundad.com.

Hope this helps... Good luck with your campaign

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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Have a product or service, and know your target market. Find out what people need, want. Visit forums, check out what they are saying on blogs.

If you are in business, then guess what you are either an accountant by default or you need to hire one. Why? People ask that question while letting the year roll by until taxes come due. Oh no! Why do I have penalties?

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