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Advice You - You Are Your Own Brand
Recently, I wrote an article discussing the Unique Selling Proposition: its definition, its use and its penultimate importance in all aspects of marketing, no matter what business you’re in. In another article, I told the story o
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
f Julie’s Mansion, a wonderful restaurant I was studying as a young hospitality school student. I mentioned that Julie (Jules F., the owner) was an eccentric, flamboyant entrepreneur who knew how to differentiate himself with the public
; 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
by using the media and other crazy goings-on that took place in his restaurant on a totally irregular basis. Julie knew how to create a “Unique Selling Proposition” for his restaurant. His USP was classic. Julie had learned how to differe
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tiate himself from the others competing in the same market segment. Moreover, he did it preemptively.
Let’s apply this definition to Julie and his Mansion. He first took a unique building; an old mansion built in the 1890’s, and turned i
Let’s apply this definition to Julie and his Mansion. He first took a unique building; an old mansion built in the 1890’s, and turned i
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
into one heck of a restaurant. Next he added impeccable food and service. Then, for entertainment, he differentiated his place with carefully chosen “jazz music” when not many were playing jazz on the radio or television. Finally, he add
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
d himself as the additional, no charge, and secret surprise ingredient.
His antics and reputation for craziness were both intriguing and appealing to this discerning crowd of upscale jazz lovers who could buy the best wherever they wante
His antics and reputation for craziness were both intriguing and appealing to this discerning crowd of upscale jazz lovers who could buy the best wherever they wante
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
. But you could only see Julie--live and in living color—here, at Julie's Mansion.
Julie was the preemptive factor.
Who could follow an act like that? And if they did, they would instantly be labeled a second-rate copy cat, no matter ho
Julie was the preemptive factor.
Who could follow an act like that? And if they did, they would instantly be labeled a second-rate copy cat, no matter ho
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
w good they were. First in is always best. Julie was first to do this, and he dominated that “position” in his target group’s mind for years.
He had designed and pulled off the perfect U.S.P.
This allowed him to “brand” himself by virtu
He had designed and pulled off the perfect U.S.P.
This allowed him to “brand” himself by virtu
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
of his offerings, his unpredictable behavior and his resultant reputation on the street and in the local media. These are the kinds of things he was famous for in his own place. People would go to Julie’s place firstly for the renowned f
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
od and service (you still can’t really be in this business without this) and to see what Julie would be up to next. What craziness would emanate from his office during the evening?
This was one of the most enjoyable student projects of m
This was one of the most enjoyable student projects of m
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
university career. I learned tons from Julie. I learned that branding is really theatre. It’s the taking of every single aspect of your business—as seen and experienced by the public—and then ‘managing’ those aspects so the buyer/custome
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
experiences them discreetly as your brand within that category of businesses. Julie’s Mansion was a distinct brand of restaurant that included much more than the food, service and ambiance. Included, at no extra charge, was the surprise
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
lement of unique experiential enjoyment.
What is your brand? I’ll tell you what it’s not. It is not your name, logo, d?cor, website, and product line, slogan, smiling sales people, prices, guarantee, easy parking, return policy, location
What is your brand? I’ll tell you what it’s not. It is not your name, logo, d?cor, website, and product line, slogan, smiling sales people, prices, guarantee, easy parking, return policy, location
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
ad campaign, or the color of your delivery vehicles. Sure the elements of your brand might include these components. But your brand is something that is identified as a perceptual experience by your customers and consumers. It’s a way th
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 a customer “sees” you in his or her mind.
In the case of Julie, he was the brand. He personified the uniqueness of this business. He made that restaurant. He gave it a human face, one of laughter and surprise. His business was his own
In the case of Julie, he was the brand. He personified the uniqueness of this business. He made that restaurant. He gave it a human face, one of laughter and surprise. His business was his own
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
personal circus, and he knew it. He planned his moves and added his own spontaneity to come up with a blend of zaniness that intrigued and entertained people. They experienced his restaurant with stick-in-the-mind-memories. When someone w
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
s asked about Julie’s, they would respond: “isn’t that the big place on Jarvis street, with the wonderful food, owned by that whacko guy who does all the crazy stuff?” Notwithstanding the wonderful food and service, the question was never
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
answered: “oh, yes, that’s the place on Jarvis street with the super food and service.”
You have the innate ability to be your own brand. For some, that will sound scary. But for others, those of us who have a bit of actor or actress in
You have the innate ability to be your own brand. For some, that will sound scary. But for others, those of us who have a bit of actor or actress in
.
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
s, it will sound downright exciting and challenging. Break down your customers’ experiences into components that can be managed and offered better than is being done anywhere else now. This is your basic recipe. Now add to that some uniqu
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
ness that they can't experience elsewhere. Mix in a bit of the unusual. Now turn up the heat, while adding a dash of surprise. Then cook on the front burner for a few minutes. Serve it up steaming hot.
©Copyright, Roy W. MacNaughton, 200
©Copyright, Roy W. MacNaughton, 200
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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