Advice You - Business

Fact: Everyday the average consumer is bombarded with over 2,500 advertisements and company branding impressions. That's right, over 2,500 billboards, TV ads, magazine

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

ads, spoken word radio ads, and the list goes on. Chances are almost 100% that at this very moment you are actually advertising, free of charge, another company's brand

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

Examples of combination products may in

n your own clothing, coffee mug, cell phone, or golf bag. We see it all the time and it's happening everywhere. We then find ourselves in a state of branding hypnosis.

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

randing hypnosis is the first cousin of ad clutter which is an epidemic to which thousands of companies fall victim everyday. The question is: Are you spending your adv

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

rtising dollars contributing to the problem also?

As you are commuting to and from the office, have you found yourself nearly dislocating your shoulder reaching for the

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

Combination pro

radio dial to turn OFF a radio spot? Maybe it's the local car dealer yelling at you as if you're a teenager being sold the last monster truck rally ticket. Maybe it is t

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

e mortgage company reminding you that you are an complete idiot not to refinance before rates go up again. Maybe, just maybe, it is a local retailer firing off one clich

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

after another telling you they are family owned and operated, open 7 days a week, and won't be undersold. How many times have you heard this? More importantly, are you

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

oing this in your advertising?

If you are a business owner who understands that radio advertising is the most effective method of getting your message out, this reminde

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

is for you. According to RAEL, "The return on investment using radio was nearly 50 percent higher than national TV advertising alone"(Radio Ad Effectiveness Lab, 2005)

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

But getting your message out and having your message remembered are two entirely different things. Any ad agency or radio station can take down your company information

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

Following aspects would a

and write a script to be read by a radio announcer, insert a few sound effects and add some underlying generic music, but this is exactly why your audience will not rem

dd to the challenges in developing combination products:

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

mber your business. The reason? Your competitor is doing the same thing. You need to stand apart before your message is going to cut through the ad clutter; otherwise, y

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

u are just another advertiser most likely responsible for dislocating another shoulder.

Here’s the good news: There is a solution for ad clutter and there is a highly

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

ffective way for your business name, services, and contact info to not just be heard, but more importantly, remembered. Your advertisement via musical communication cre

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

tes business growth AND brand awareness. But here is one more interesting number to remember, 400, and it is part of the ad clutter solution. Research shows that music

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

Professional from academic institutions, pharmaceutical industries, health care indust

l communication is up to 400 times more effective than a spoken word spot. Consider successful companies such as Wheaties, McDonald's, Pepsi, Campbell's, Oscar Meyer, B

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

ylcreem, and Coca-Cola to name a few. All have had incredible success with company branding and all have used Jingles (musical communication) to accomplish this, furthe

.

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 started by implementing an effective Jingle for the sole purpose of consumers not just to hear about them, but to remember their name and message and to establish

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

Companies that provide selfless information through particip

an exclusive psychological bond to their respective products or services.

Jingles are for small, medium, and large sized companies. Jingles work and Jingles make sense

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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Advice You - Just Another Face in the Crowd?

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