Advice You - Business

A company brochure is one of the basic tools in your marketing kit yet so many companies struggle to create an effective brochure that delivers a return on investment for the business.

Recently I came a

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

cross an excellent example of a company brochure developed by Alison Halupka, General Manager of Grant Sheds. Grant Sheds is a family owned business operating from Monash in South Australia. They manufac

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

Examples of combination products may in

ure and install a wide range of sheds and garages. It is a multi-million dollar business that has been operating for 50 years. Their clients are primarily farmers. Furthermore, through smart service 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.

marketing Grant Sheds continues to earn a price premium in an increasingly commodities market. Their company brochure is one link in that chain.

I see a lot of company brochures and most of them end up

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

in my recycle bin before I even open the front page. The Grant Sheds brochure got my attention. I read it in its entirety and by the time I was finished reading it I was thinking about who might find t

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

Combination pro

his information useful. To put it in plain English it got me to bite - and I'm not even in the market for a shed!

You can view a PDF version of the brochure by clicking this link.

Lesson: Stick to the

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

asics

There are some basic principles that need to be followed whenever you're developing a marketing communication tool. The Grant Sheds brochure addresses each of these principles.

The principles are

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

:

1. Have a clear purpose for the tool.

How is it going to be used and what outcome do you want for your business?

2. Understand what life is like for your target audience.

Under what c

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

rcumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?

3. Help people buy.

What do they need to learn to move

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

to the next stage in their buying process?

4. Make it 'real'.

What evidence can you provide? How do you make your benefits more 'real life'?

5. Keep it simple.

What's the easiest way to

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

et your point across?

6. Have a look and feel that supports your brand values.

What first impression do you want the communication tool to create about your business? What image is appropriate?

H

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

Following aspects would a

w Grant Sheds has Applied These Principles

The Grant Sheds company brochure has been developed for use in a variety of situations. For example it is distributed at trade shows and attached to quotation

dd to the challenges in developing combination products:

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

s given to potential clients. Alison has ensured the content of the brochure is generic enough to accommodate diverse applications.

Most of the inquiries to Grant Sheds are inbound, that is, prospects a

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

ready know they want to buy a shed (either now or in the future) and proactively make contact. With this in mind the Grant Sheds brochure focuses on 2 key messages; "We have the shed you want", "this is

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

why you should buy from us". Hence the brochure aims to deliver the prospect to the next step of their buying process, that is, to get a quote.

Most of Grant Sheds' clients are farmers. Farmers work

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

ard and are time poor. They don't want to spend time reading if they don't have to. Also anything that makes life easier is going to at least capture their attention. The smart use of photos and simple,

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

Professional from academic institutions, pharmaceutical industries, health care indust

plain English text makes the brochure a useful reference and easily 'consumed'. Alison and her team also know that their clients value personal relationships, honesty and integrity, quality and reliabi

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

ity. These core values are communicated through their warranty, "7 Great Reasons to Buy" and testimonials.

Finally Alison has capped off great content with professional design and production.

I hope

.

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

the example of the Grant Sheds company brochure provides some inspiration. The overall lesson is that to produce effective marketing tools you don't need to try and outsmart your audience or competitors.

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

Companies that provide selfless information through particip

Some well-considered core messages will prove more valuable to your audience and increase your return on investment.

http://www.eyeswideopen.com

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

The same principles used in the meditation practiced during yoga can be used to strengthen your business. Here's how-

As much as we'd like everyone to be our clone: same work ethic, owner mentality, intelligence level, capable of seeing the big picture and multi-tasking, that’s just not reality. A good manager will recognize that each associate has a different set of strengths they bring to the table. A great leader will do something about tapping into those strengths.

Business mail forwarding, have you heard of it before? If not and you are a small to medium sized business owner, you are urged to take the time to familiarize yourself with business mail forwarding. It might just be the extra push that your business needs to begin seeing profits.

Tags

Links

Advice You - Company Brochures That Build Your Business - A Working Example

Related Articles: