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Advice You - Cable Ads 5 Bucks!
Cable has grown from 13 houses connected together
in 1948 to coverage of nearly 70% of all
households in the U.S. With dozens, even hundreds
of channels, Cable is now a major player for local
advertising dollars, some for less than 5 bucks.
On the Mary Tyler Moore Show in the 1960’s,
On the Mary Tyler Moore Show in the 1960’s,
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
most
of the people shortened her name from "Mary" to
"Mare". We, as a group, have a tendency to find
the short cut, giving nick name to names that
could stand on their own. Mary didn’t need to be
any shorter, but it was cute to cut it down. Many
Margarets are called Peggy, figure th
; 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
t one out.
And many if not most John’s are called Jack.
It is little surprise that Cable became the shortened name for Community Antenna Television, CATV. In the days of CATV, local commercial inserts were not available.
Community Antenna Television, CATV originated as a service to
It is little surprise that Cable became the shortened name for Community Antenna Television, CATV. In the days of CATV, local commercial inserts were not available.
Community Antenna Television, CATV originated as a service to
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
those who lived in an area where TV was
impossible to see. I visited the home of a
friend’s mother in the mountains of North Carolina
several decades ago. With a tall antenna and
booster amplifiers, the best she could do was a
fuzzy picture on ONE channel. Legends abound about
who ha
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
the first community antenna. Most research
says the first official CATV company began
charging a fee to hook up in 1948. In those days
CATV was no more than one big antenna tower on a
high hill (or mountain) with a Cable running down
the side and two or more homes connected.
In 1972
In 1972
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
, Charles Dolan and Gerald Levin of
Sterling Manhattan Cable launched the nation’s
first payTV network, Home Box Office (HBO).
Cable became more than an antenna for local
stations. Cable became a major player.
Today, most Cable companies have the ability to INSERT your commercial i
Today, most Cable companies have the ability to INSERT your commercial i
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
to many of the Cable
networks. The networks don’t stop the show with a
black screen for local commercials, instead they
fill the space with ads that sell something
(exercise machines, fancy knives, or something
from Ron Popeil). "..order now and we’ll make the
4th payment for you!"
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
Local Cable commercial insertions are available 15
(or more) major networks and the list grows every
month. Local advertisers can no longer afford to
ignore the marketing potential, and lost cost,
available through the use of Cable advertising.
Most offer a package that will put your
Most offer a package that will put your
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ommercial
into a mix of Cable network programs at all hours
of the day for as little as $5 per commercial.
Yup, $5 for a commercial on ESPN, CNN Headline
News or the Discovery Channel. The premium
channels (those that cost extra above the standard
cable package, HBO, Showtime etc.) d
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
o not allow
commercials to be inserted
The Cable people sell very large packages with hundreds of commercials, splattered over all the networks allowing insertions. You have no control over where, when, or what channel your ad will appear. As a result, you get hundreds for a low pri
The Cable people sell very large packages with hundreds of commercials, splattered over all the networks allowing insertions. You have no control over where, when, or what channel your ad will appear. As a result, you get hundreds for a low pri
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e.
You can see why this is so by working the math. Ask the Cable TV salesman how many channels he has on his system, and how many homes are connected. Then ask how many channels will have your commercials.
If there are 10,000 homes connected and the system has 25 channels and your a
You can see why this is so by working the math. Ask the Cable TV salesman how many channels he has on his system, and how many homes are connected. Then ask how many channels will have your commercials.
If there are 10,000 homes connected and the system has 25 channels and your a
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
ds will be inserted into
5 channels you will need a lot of ads to reach
even a small percentage of the people. Ads are
inserted into news and sports channels and
entertainment and super station channels.
Computers do it automatically, so the Cable
company doesn't have to have people
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
n the job 24
hours a day to run your commercial. Cable
companies can insert one or one thousand
commercials with a few keystrokes and with
thousands of slots every day, they have no problem
selling you a bunch for little money.
The major drawback of advertising on Cable is the amate
The major drawback of advertising on Cable is the amate
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
urish way most Cable commercials are
produced. Because of the low price for the ads,
Cable companies often produce commercials with a
tech school graduate and a mini cam.
Don't expect award winning commercials for five bucks. Some charge extra to produce your commercial, some offer
Don't expect award winning commercials for five bucks. Some charge extra to produce your commercial, some offer
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
t as a part of the package. Take a look at
what they have done for others. Ask to see a demo
reel. If you don’t like what you see, consider
hiring your own crew to do it your way.
One way or another you will have to pay some extra to get a good commercial. Make one that will last for
One way or another you will have to pay some extra to get a good commercial. Make one that will last for
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
some time. After all it will take a long time
for it to show up in all the prime slots on all
the insert networks.
Professionally produced commercials can cost over $5,000 for 30 seconds and may take as long as a week for initial taping, longer for final editing.
This cost can be re
Professionally produced commercials can cost over $5,000 for 30 seconds and may take as long as a week for initial taping, longer for final editing.
This cost can be re
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
uced if you perform the
creative function and write your own commercials
as well as furnishing talent for the ads. Some
frugal advertisers have been able to hold
production costs to as little as $200 per ad.
As with all commercials, make sure your name and what you do is at the begin
As with all commercials, make sure your name and what you do is at the begin
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ning, at least in the
middle and at the end. Phone number is not as
important as name. You don’t watch TV with a pad
and pencil to write down phone numbers and neither
does anyone else. Get them to remember your
company. Cook up a slogan.
Avoid the trap of being talked into standing
Avoid the trap of being talked into standing
.
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
n
front of store and doing the ad yourself. Most
Cable sales reps will trot this out first thing.
Ego sells! Your friends may mention it, but it
will not sell as well as a commercial featuring
what you can do for those viewing at home.
Remember, advertising is not about YOU, it’s abo
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
ut
THEM. Value and benefits, value and benefits, not,
"look at me and my kids".
Cable can be an effective part of your local advertising mix at a very reasonable price.
For more about advertising get my article "What the Newspaper Won't Tell You" MailTo:NewspaperAds@BigIdeasGroup.co
Cable can be an effective part of your local advertising mix at a very reasonable price.
For more about advertising get my article "What the Newspaper Won't Tell You" MailTo:NewspaperAds@BigIdeasGroup.co
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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