Advice You - Business

While on the road delivering seminars, I stopped at a large restaurant chain for breakfast. Some of their employees were on break eating th

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

e competitor’s food at a very centrally located table. EVERY guest that was entering, leaving, refilling a soda, or placing an order saw a

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

Examples of combination products may in

employee of this restaurant eating out of a bag adorned with a competitor’s logo. What kind of message does that send?

Having worked 18 y

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

ars for a chain restaurant, I understand how people can grow tired of their company’s food and need a change of pace—no argument there. The

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

startling revelation was the fact that the manager was oblivious to the message his employees were sending to the arriving guests—nothing

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

Combination pro

like advertising for the competitor within your own restaurant! At the very least, the employees should have eaten their meals in the back

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

of the restaurant after discarding the competitor’s bags.

Marketing is focused on brand impressions—how many people see your message. While

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

restaurants work long and hard creating a brand, all that work can easily be undone by the actions of employees. Imagine how many brand im

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

ressions are created by thousands of guests interacting with your people, product, and facilities every day in every unit!

Managers need t

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 understand how their actions and the way they operate a restaurant support or devalue the brand. When guests hear a flashy marketing mess

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

ge and see a sparkling clean restaurant with happy, smiling employees on TV but experience indifference or “blah” service in a run-down, d

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

Following aspects would a

rty facility, many thousands of marketing dollars have been wasted. The numerous brand impressions created to attract them have been undon

dd to the challenges in developing combination products:

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

by one or two (free) impressions within the restaurant.

I personally disagree with the statement “under-promise and over-deliver” because

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

people simply set low goals just to say they hit them. Perhaps the marketing message might need to be toned down until the restaurant and

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

he people actually represent what the guest sees on TV or in an ad. The glitz and glamour of the ad may bring in some guests short term, b

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

t if operations and the facility aren’t outstanding, the message sent to guests is that your restaurant is average or below average. Does y

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

Professional from academic institutions, pharmaceutical industries, health care indust

ur marketing effort really want to attract more people to see how “average” the restaurant is?

Spend time and money teaching your restaura

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

nt leaders to focus on how their actions build or destruct the brand. Invest in facility maintenance and deliver “wow” with every employee

.

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

interaction—then advertise. You’ll find you’re likely to spend less dollars advertising as the positive word of mouth spreads. Employees le

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

Companies that provide selfless information through particip

erage the marketing dollars you spend building the brand—they can provide a greater return, or help pour money down the drain even quicker

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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Open your mind to see uncertainty as a state of possibility. Limitless possibilities. So often we view uncertainty with dread and anticipation of something negative happening to us. Imagine seeing the potential of limitless possibilities that might result in wonderful things happening. In other words, expect the best instead of expect the worst.

Promotional mouse mats are a great way to generate interest in your company because they are large enough to hold a decent amount of advertising. They take up a prominent place on your customers’ desks when they are used, and can keep your business in the minds of your customers for as long as they are in use simply by existing.

Business cards are often the only way we have of getting another person's information. Your business card should also provide the same. This article discusses what should go on your card.

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