Advice You - Business

Gravitational Marketing is about returning to the roots of what advertising is really all about.

But, the question is…What is real advertising?

Well, I can tell you with surety that it is not what they do on Madiso

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

n Avenue these days. And for you, my small business marketing friends, it is not what most of your peers are doing either.

On Madison Ave they have lost all clarity about what advertising is and its real purpose. I

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

Examples of combination products may in

was reading an article today by Denny Hatch, who is an amazing direct marketer, about the current Bud Lite “Real American Genesis” advertising campaign.

Denny was expressing his frustration regarding the campaign an

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

how the entire concept is a mockery of the core customer that the campaign has been designed to serve.

So, where do you draw the line on cute and clever?

Is entertainment value at the expense of your core customer

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

base a sound and acceptable practice in advertising today? Should it be?

I would have to say no.

And I think the forefathers of advertising would back me.

See, at the heart of all of the big Madison Avenue ad age

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

Combination pro

ncies there was at one time a true ad man, a real marketer who knew what the purpose of advertising is.

It’s not entertaining, it’s not alienating your core customer base, and it’s not being funny or cute or creativ

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

for the sake of being funny, cute, creative or entertaining.

But, these great ad men are gone and the new r?gime doesn’t get it.

It’s obvious they don’t get it. Look at the high client turnover in the agency busin

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

ess and the crap they are putting out on the streets.

I don’t expect you to take my word for it…here are some quotes from some of the great ad men of all time (courtesy of Denny Hatch’s Business Common Sense Newslet

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

ter.)

"The object of advertising is to sell goods. It has no other justification worth mentioning." --Raymond Rubicam, Founder, Young & Rubicam

"Your job is to sell, not entertain." --Jack Maxson, Fre

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

lance Copywriter

"If it doesn't sell, it's not creative." --Benton & Bowles Credo in the 1930s and 1940s

"I do not regard advertising as entertainment or an art form, but as a medium of information."

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

--David Ogilvy

"Advertising in the final analysis should be news. If it is not news it is worthless."--Adolph S. Ochs, American Newspaper Publisher

"Advertising nourishes the consuming power of men. It se

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

Following aspects would a

ts up before a man the goal of a better home, better clothing, better food for himself and his family. It spurs individual exertion and greater production." --Winston Churchill

"If I were starting life over a

dd to the challenges in developing combination products:

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

ain, I am inclined to think that I would go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half

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

century would have been impossible without the spreading of the knowledge of higher standards by means of advertising." -- Franklin D. Roosevelt

"All of us who professionally use the mass media are the shape

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

rs of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level." --William Bernbach, Founder, DDB

These men know what advertising is supposed to be about.

What it

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

akes to be a good marketer and what it was when then started their agency. What they believed then is what we embrace today and what we teach in Gravitational Marketing.

So, let me tell you why this is so important

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

Professional from academic institutions, pharmaceutical industries, health care indust

for you to understand.

Many small businesses emulate the national advertising and marketing they see on T.V., Radio and in Print. – That is the crap these new agency guys are putting out.

The ad agencies in your ar

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

ea are wannabe Madison Avenue agencies and don’t even do the crappy advertising half as good as they do. So it will never work.

Don’t be fooled and fall in the trap of this mindlessness and lies. Read our Ten

.

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

all Tales of Traditional Marketing That Cost Small Businesses Tons in the FREE e-books section at www.GravitationalMarketing.com.

How To Do Small Business Marketing Successfully

1. Beco

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

Companies that provide selfless information through particip

me a master of your own marketing.

2. Learn to use the powerful strategies of Gravitational Marketing

3. Put them into action for your business.

Now go out and market your small business successfully

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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