Advice You - Business

I encourage you using controversy to differentiate your business from your competitors. But when you do, you’d better know what you are doing.

A Mitsubishi de

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

alership in Columbus, OH recently decided to run “A Jihad on the automotive market” ad campaign that declares, “Our prices are lower than evildoers’ everyday,

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

Examples of combination products may in

just ask the Pope”.

I don’t think everybody who hears the message on the radio takes it well. However, the dealership accomplished one goal — they got everybo

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

dy’s attention. National media picked up the news and talked about the incident and it’s obviously making them more famous but not necessarily popular.

Being

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

controversial does not demonstrate your advantage. Those who hear the marketing message need to know how their message focuses on them and what kind of problem

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

Combination pro

this dealership solves.

But what is the center of this ad campaign? Their message mentions how their dealership offers vehicles at lower prices than others (y

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

ou hear this from every car dealership in every city).

In the past, I mentioned in a different article how you should not guarantee the lowest price especiall

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 if you are in the car business. Because in the automobile industry, the market demands certain pricing for vehicles and lowering the prices should not be yo

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

ur selling proposition. But packaging the right products with services at fair prices should be.

So what does this message accomplish? In my opinion, it accom

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

plishes nothing because their message confuses the market with “silly” proposal that uses rather controversial and offensive theme. Whoever listening to this r

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

dio ad cannot help but to think,

“Huh?”

It’s silly and just repeats the same old, “We guarantee the lowest prices if you can qualify” message.

Instead, I wo

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

Following aspects would a

uld rather see “a war against the industry”. The market demands change in the industry and if this dealership steps up to be the first one in the city to compl

dd to the challenges in developing combination products:

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

etely change the perception of the business, it will be controversial and effective.

When CarMax Inc. first came into the used car industry, analysts and crit

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

ics didn’t think it would do well, offering fixed prices and paying sales people flat commission.

But it worked because their move was bold, controversial and

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

daring but not silly like this Columbus dealership campaigned their ad. CarMax’s message articulates their advantages when compares to all the other competito

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

s while completely focusing their marketing campaign to the interest of the audience. That is controversial but the business certainly knows what they are doin

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

Professional from academic institutions, pharmaceutical industries, health care indust

g.

They craft marketing messages only after conducting market research, and doesn’t run “Let’s wear ‘burquas’ and dress like Islamic women!” high school like

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

silly marketing campaign.

If you use controversy in your marketing campaign, please craft your proposition according to what the market demands and how you ca

.

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 solve their problem.

Being controversy will get your attention you deserve but being silly and poking a little fun at sensetive events will hurt your credib

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

Companies that provide selfless information through particip

ility more than you bargain for.

It takes years to build your reputation but only takes a day to destroy it. Be careful what you wish for when creating a buzz

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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