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Advice You - The Golden Age of Advertising Is Still Ahead
The golden age of advertising may be just ahead of us. This is according to Catherine Bension, CEO of Select Resources, one of the largest advertising agency search consultants in the world. Bension presented at a
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
recent ad industry conference in Milan, Italy on behalf of Worldwide Partners (www.worldwidepartners.com). This is an interesting thought to ponder, given the complexities the proliferation of media has brought t
; 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
advertisers.
Consider for a moment how difficult it is becoming for marketers to consistently get their messages in front of their most important audiences. With myriad choices, many advertisers are less visible
Consider for a moment how difficult it is becoming for marketers to consistently get their messages in front of their most important audiences. With myriad choices, many advertisers are less visible
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
to their core audiences. A primary reason is that consumers are not consuming media in the ways they did even five years ago. While time in front of video screens is increasing, these screens now include e-mail, In
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ernet web searching, video games, and DVD movies. While much television is viewed, TIVO is giving consumers control to skip over commercial messages.
As a result, it is more important than ever that all elements o
As a result, it is more important than ever that all elements o
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
advertising programs work from the same central theme or idea. Since reach and frequency needs are no longer met by using traditional media methods, an effective program requires that messages rigorously reinforce
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
each other at every point of consumer contact. Given the way most advertisers are organized, this is a tall order.
Many advertisers have different groups handling advertising, direct marketing, sales promotion,
Many advertisers have different groups handling advertising, direct marketing, sales promotion,
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
eb site design, and public relations. Within most organizations, these groups are independent and do not collaborate in ways to ensure success in this new media age.
Advertising agencies are mostly organized in a
Advertising agencies are mostly organized in a
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
anner similar to their clients. They run specialty areas like direct marketing, interactive, and advertising as separate business entities. Each area is vertically integrated with full service staffing. In practice
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
, this does little to solve the realities of today’s media world.
Bension’s organization, Select Resources, helps marketers with significant budgets find agencies that are the right fit for the marketer’s needs. T
Bension’s organization, Select Resources, helps marketers with significant budgets find agencies that are the right fit for the marketer’s needs. T
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ey also know what is on the mind of decision makers for household brands when it comes to advertising their products and services.
At the Milan conference, Bension summarized what today’s marketers want from their
At the Milan conference, Bension summarized what today’s marketers want from their
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
ad agencies. First, they are concerned about the proliferation of media and the resulting complexity this creates. They want their agencies to help them spend their money more effectively, and they want holistic s
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
olutions and agencies that that are capable of sorting out all the things they can and should do. Most importantly, per Bension, clients are coming to recognize that creative is now more critical than ever. Clients
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
need powerful ideas that are executed with high impact, and they are willing to pay for them. They seek creative that also can cover all advertising specialties.
This makes a lot of sense. If media is fragmented,
This makes a lot of sense. If media is fragmented,
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
one of the best ways to emerge from the sea of daily messages is by having ads that have stopping power to engage consumers. The “big idea” can help campaigns emerge from the clutter and can also bring cohesion to
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
the whole communication mix including specialty areas like direct marketing.
Why might the golden age of advertising be ahead of us? The old rules no longer apply, and there is huge opportunity for enterprising o
Why might the golden age of advertising be ahead of us? The old rules no longer apply, and there is huge opportunity for enterprising o
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
ganizations to remix things. With the huge broadband “pipe” getting into more and more American homes, we will see new and more exciting uses of motion graphics that will be far more fun and exciting to create than
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
television ever was. Smart agencies will organize around the new realities. This will include more cross-training of staff around multiple areas of advertising specialty.
We are also coming into an age where the q
We are also coming into an age where the q
.
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
uality of the creative work is more important than ever before, and great work is not a commodity that any firm can deliver at the lowest possible price. This will open new doors for agencies to drive healthy profi
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.
If Bension is correct, we will see our industry move into the most exciting time in its history. This will be tough for firms that are resistant to change. For those who are, the opportunities will be boundless
If Bension is correct, we will see our industry move into the most exciting time in its history. This will be tough for firms that are resistant to change. For those who are, the opportunities will be boundless
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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