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Advice You - What Sells - Logic or Emotion
Have you ever taken part in that debate? The one where someone tries to prove that some product in their home was purchased
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
for purely logical reasons, with no emotion involved?
They never can win. Even a kleenex becomes emotional when you c
They never can win. Even a kleenex becomes emotional when you c
; 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
an't find one. The same applies to choosing which brand to buy of all the choices available for most products. You choose t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e brand that makes you feel the best, even if it means choosing a specific brand of canned peas because once upon a time you
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r Mother told you that to serve less meant feeding your family sub standard meals.
How does that apply to you as a mark
How does that apply to you as a mark
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ter... or as an individual selling a used car or the snowsuit your child outgrew?
It means your first job is to show pe
It means your first job is to show pe
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
ople how good they'll feel when they buy what you offer. Never mind the features, go first for the feelings. The features
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
ome later, as logical proof that they've made the right choice.
You might start your snowsuit ad with a verbal picture
You might start your snowsuit ad with a verbal picture
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
of a child staying warm and dry. The used car might be a big gas guzzler... but focus on how good it will feel when everyo
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
e can stretch out their legs... and how convenient it will be to take everyone in the same car on your next outing. Or...it
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
might be a sporty little job that makes you feel like a kid as you zip down the freeway.
If you offer a cleaning servi
If you offer a cleaning servi
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
ce, talk first about how your customers will be free to pursue work or hobbies and still come home to a fresh-smelling, spar
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
ling clean house where they can relax and enjoy the evening. Then go in to how you use environmentally friendly cleaners, r
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
emember to clean every little corner, and don't mind walking the dog while you're there.
Whatever you offer, remember t
Whatever you offer, remember 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
at emotions create the desire and logic backs it up. You need both, but if all you offer is logic, it will be a tough sale.
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
It isn't always easy. Sometimes you have to uncover hidden benefits that appeal to emotions people don't necessarily want
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
o talk about.
Those are emotions such as pride, as in: "I have a cleaner house than my best friend. (And that means I'
Those are emotions such as pride, as in: "I have a cleaner house than my best friend. (And that means I'
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
m a better wife.)" "My car is much cooler than my brother's. (And that means I'm going to get the girls.)" "My children ar
.
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
warmer... meaning I'm a better Mom or Dad. (And that means my own Mom is going to approve of me at last.)"
Dig deep, f
Dig deep, f
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
ind those benefits before you start to write, and tap into the emotions that cause your customers to buy.
Happy writing
Happy writing
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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