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Advice You - Political Correctness is the Enemy of Brands
Stop With Political Correctness
Political correctness is the enemy of great brands. It is, in fact, the enemy of great marketing. The finest brands and the best marketing are those that seem most transparent to the customer. When a consumer
Political correctness is the enemy of great brands. It is, in fact, the enemy of great marketing. The finest brands and the best marketing are those that seem most transparent to the customer. When a consumer
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
sees an advertisement, they should see the brand and not be aware of the message. When they see the brand, they should see themselves and not all of the product attributes.
Clarity Is Your Ally
Clarity and single-minded
Clarity Is Your Ally
; 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
ness are the allies of great brand building. These disciplines of focus should find their way into all of your brand and corporate communications. Anything that detracts from that focus needs to be eliminated and trimmed — it’s waste.
Think of your brand and
Think of your brand and
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
it’s subsequent messaging as if it was a telegram and you were paying dearly for every word and every idea. Any wasted energy is a destructive force and needs to be quieted. Any message that is not within the charter of your brand diminishes its effectiveness b
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
y drawing attention to the medium and away from the message itself.
Recently at a cinema, I witnessed an ad for a hearing loss center. In the ad, the hearing loss center was attempting to encourage viewers who were in the beginnings of hearing loss, that the c
Recently at a cinema, I witnessed an ad for a hearing loss center. In the ad, the hearing loss center was attempting to encourage viewers who were in the beginnings of hearing loss, that the c
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
enter was in a position to help them. In the lower right hand corner of the commercial was a pullout window where an eager young gal used sign language to repeat the voice over.
This is a prime example of political correctness infecting a brand message. Anyon
This is a prime example of political correctness infecting a brand message. Anyon
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 who is schooled in understanding sign language does not need a hearing center — they have obviously already sought treatment. It was an attempt on the part of the brand to pander to special interest groups and curry favors that had nothing to do with the futu
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
re success of the services they provided. It seemed out of place in the message and diluted the effectiveness of the advertisement. The brand did not address the underlying issues involved in the stigma of hearing loss — the very issues that hinder acceptance
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
of treatment. There was no attempt in the brand message to reassure the viewers with hearing loss that they were not in anyway marginalized and that the loss of hearing was not an embarrassment. In a category that sells services, they have not addressed the ro
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
ot cause of acceptance in the way that eyeglasses are no longer stigmatizing.
Put A Stake In The Ground
"It is often difficult to protect a brand from the cancer of political correctness. When ad agencies return print ads
Put A Stake In The Ground
"It is often difficult to protect a brand from the cancer of political correctness. When ad agencies return print ads
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
pg,l>and commercials that look like advertisements for the United Nations we weaken our ability to influence the target audience we covet. Putting a stake in the ground means having clarity and purpose. Branding has no place for moral dogma — it must be about
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
simple effectiveness.
The more internal constituencies a brand has, the more apt it is to dilute its message with multiple agendas. Nowhere is this more readily apparent then in destinations and tourism. Rather than speak the brand essence with clarity and c
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
onviction, such jumbled brands attempt to be everything to everyone and in the end, become nothing to no one.
The Only Solution
The antidote to this quagmire is always the voice of the customer. Market research, the kind of research that lays
The Only Solution
The antidote to this quagmire is always the voice of the customer. Market research, the kind of research that lays
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
bare the preceptive fabric of the customer, is nearly impossible to ignore. When the beliefs of the customer are brought into the brand and marketing equation and when brand managers are empowered and informed the resulting brand is dynamic and effective.
It
It
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
is well to remember that the only reason to invest in a share-stealing brand is to win. Self-aggrandizement and political correctness are only for brands that don’t care about winning or are the result of a political agenda. The rules for a brand to steal mark
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
et share are quite simple:
The Four Rules To Remember
1.Know your customer. Not only their habits and attitudes but also their beliefs and values. You must know what they believe to be true about their lives and the rules that they follow.
The Four Rules To Remember
1.Know your customer. Not only their habits and attitudes but also their beliefs and values. You must know what they believe to be true about their lives and the rules that they follow.
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
2.Speak with clarity. Communications without purpose is at its best unproductive and at its worse destructive. Eliminate superfluous messaging and solute no political agenda. The goal is to change a behavior, not punish one.
3.Identify you customers. Allow
3.Identify you customers. Allow
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
them to see themselves in your brand. This is easier to see in consumer brands. But, If your business is B-to-B, imagine the company as an individual personality and address their own self-description. Companies have the same tendencies as individuals and the
.
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
brand that best understands them is in a position to win.
4.Be willing to win. I know this may seem foolish to say, but quite often, we come across brands that are not. They are more attached to their own preconceived notions than their desire to success. T
4.Be willing to win. I know this may seem foolish to say, but quite often, we come across brands that are not. They are more attached to their own preconceived notions than their desire to success. T
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
hey come to us, engage our services and hope that our recommendations will be to keep on doing what they have been doing. You cannot win by continuing the status quo.
Remember, as the great wizard of ads once said, “the price of clarity is the risk of offense.
Remember, as the great wizard of ads once said, “the price of clarity is the risk of offense.
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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