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Advice You - Branding-The Emperors New Clothe-Part I
The late David Ogilvy, who was very big on research, said in “Ogilvy on Advertising”:
"Research has demonstrated that a shocking percentage of viewers remember your commercial, but forget t
"Research has demonstrated that a shocking percentage of viewers remember your commercial, but forget t
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
he name of your product".
"All too often they attribute your commercial to a competing brand".
Are you as fed up as I am of hearing everyone talk about branding as though
"All too often they attribute your commercial to a competing brand".
Are you as fed up as I am of hearing everyone talk about branding as though
; 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
it's the one essential item a company needs before it suddenly erupts into the big leagues?
Branding is all about your company. What shape, size and colour your logo is, how you d
Branding is all about your company. What shape, size and colour your logo is, how you d
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
efine your web site templates, your direct sales letters, your emails, the scripts you use (or not) when talking with your customers on the phone.
Brand consultants will tell you that branding is e
Brand consultants will tell you that branding is e
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ssential in your crowded market place.
It's not that either. The essential strategy is to provide great value, great service and innovate on those elements for your customers.
Branding Doe
It's not that either. The essential strategy is to provide great value, great service and innovate on those elements for your customers.
Branding Doe
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
sn’t Attract Customers Brand consultants and marketers may claim branding is what attracts customers.
Brands don't do that. Do they?
Look at your own experience as a customer. After all
Brands don't do that. Do they?
Look at your own experience as a customer. After all
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
everyone one of us is a customer.
Look at all the brands you come up against every day. Do you actually take that much notice? Unless you've had an unusually good experience with one of the compan
Look at all the brands you come up against every day. Do you actually take that much notice? Unless you've had an unusually good experience with one of the compan
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
y's and you're ready to buy what they selling.
No, you're interested in getting goods and services from whichever company delivers on their promise and provides a great service.
We don’t recall Mi
No, you're interested in getting goods and services from whichever company delivers on their promise and provides a great service.
We don’t recall Mi
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
crosoft’s brand before it started selling MS-DOS, yet computer manufacturing giant IBM came to them and gave them enormous clout in the PC market.
Do you remember when that great brand IBM suddenly
Do you remember when that great brand IBM suddenly
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
realised they’d lost a huge operating system market to Microsoft? So IBM created an operating system of their own called OS/2 to win the market back from Microsoft.
The result was that IBM did tak
The result was that IBM did tak
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
some of the corporate operating system market initially but very little of the consumer market. And in the end Microsoft won the market back despite IBM’s huge brand.
Virgin wasn't a brand when it
Virgin wasn't a brand when it
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
started in the music market, until they started to offer something their customers wanted.
What about Google? They weren't a brand. Yet now they're highly recognisable as probably the most used En
What about Google? They weren't a brand. Yet now they're highly recognisable as probably the most used En
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
glish language search engine.
As we all know that's what marketing comes down to. Giving the customer something they want.
How Branding Is Born If your customers like your produc
As we all know that's what marketing comes down to. Giving the customer something they want.
How Branding Is Born If your customers like your produc
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
t or service they'll recommend you to their friends and colleagues. If you’d started burger giant MacDonald's to begin with your customers might have said something like "yes the burger joint has a
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
sign like a huge yellow M".
And that's how a company’s brand is born. Your customers pick on something that they easily identify about you so they come back and find you and recommend you to their
And that's how a company’s brand is born. Your customers pick on something that they easily identify about you so they come back and find you and recommend you to their
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
friends.
Branding Is A Short Cut It's your customers short-cut way of remembering you. Think about some well-known brands you recognise:
Branding Is A Short Cut It's your customers short-cut way of remembering you. Think about some well-known brands you recognise:
- Virgin – the word Virgin on
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
a red background Microsoft - forever tied to their Window logo Google – the 4 coloured word Google British Airways – the Union flag on the aeroplane tail
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
.
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
when they talk about us. But in the end customers choose what they believe is a significant recognisable aspect of your company to help them recall you. And it may not be that highly expensive brand
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
ed set of colours for your stationery.
The scond article in this two part series asks if Branding is a must and gives 4 possible issues for poor sales that people put down to weak or tired branding
The scond article in this two part series asks if Branding is a must and gives 4 possible issues for poor sales that people put down to weak or tired branding
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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