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Advice You - Will Your Brand Take Root This Spring? - Part 2
Through June our newsletter will help you look at the various components of an integrated marketing plan. In the last issue, we shared some thoughts on your visual identity -- how it involves more than just your logo and some different ways you can use the concept of visual identity to grow your brand.
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
In this issue, we’ll share the basics of advertising and make some recommendations about things you should consider when making decisions about advertising.
Many people use the terms advertising and marketing interchangeably, but they don’t mean the same thing.
Marketing refers to everything a busines
Many people use the terms advertising and marketing interchangeably, but they don’t mean the same thing.
Marketing refers to everything a busines
; 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
does to promote itself in the marketplace, and to create or strengthen its reputation in the minds of consumers.
Advertising is just one method or strategy in an integrated marketing plan. While it’s important to communicate a consistent message to consumers through the various pieces of your integrat
Advertising is just one method or strategy in an integrated marketing plan. While it’s important to communicate a consistent message to consumers through the various pieces of your integrat
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d marketing plan, advertising typically is very time sensitive and very specific in the message that’s being delivered. Two clear examples of advertising are an ad in the phone book (promoting a solution to an immediate need or problem) and a newspaper circular for a department store’s weekend sale (als
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
promoting a solution to an immediate need or problem).
Here are a few basic questions we would ask before designing an ad:
What do you want to accomplish with this ad? Knowing what you want to accomplish will drive the ad’s content and visual image. It will also determine what type of ad is created
Here are a few basic questions we would ask before designing an ad:
What do you want to accomplish with this ad? Knowing what you want to accomplish will drive the ad’s content and visual image. It will also determine what type of ad is created
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
and what medium is used for it.
Who are you trying to reach with this ad and is this the best way to reach them? Different market segments prefer different ethods of getting information, so the best way to reach one won’t be the best way to reach another. For example, if your target market is young peo
Who are you trying to reach with this ad and is this the best way to reach them? Different market segments prefer different ethods of getting information, so the best way to reach one won’t be the best way to reach another. For example, if your target market is young peo
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
le in Generation Y, a newspaper ad is not the best way to reach them since, as a group, they generally don’t read the newspaper.
Who exactly is your target market and what are their demographics and psychographics?Demographics are basics like gender, geography, age, ethnicity, and income. Psychographic
Who exactly is your target market and what are their demographics and psychographics?Demographics are basics like gender, geography, age, ethnicity, and income. Psychographic
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
are how they think, behave, and make choices. For example, some segments are driven to select some products or services by price and other products or services by emotional issues such as exclusiveness.
All advertising should be tracked to see if you’re accomplishing your objectives. It may be worthwh
All advertising should be tracked to see if you’re accomplishing your objectives. It may be worthwh
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
le to run the same basic ad with a few minor changes (in ABC newspaper using one headline and in XYZ newspaper using a different headline). Develop a way to track responses and see which one gets better results. Unfortunately, advertising isn’t an exact science.
Any advertisement should accomplish four
Any advertisement should accomplish four
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
things:
Gain ATTENTION
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commerci
Gain ATTENTION
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commerci
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
l, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or se
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or se
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
vice. A commercial for a new car is a good example of how this works.
A commercial comes on for a new car and the potential customer finds herself starting to think about how old her current car is, how many miles are on it, and maybe it’s time to consider getting a new one.
Perhaps she’s already been
A commercial comes on for a new car and the potential customer finds herself starting to think about how old her current car is, how many miles are on it, and maybe it’s time to consider getting a new one.
Perhaps she’s already been
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
thinking about those things, so she’s already interested in getting a new car. Now when she sees the commercial, perhaps she starts wondering about that specific car. What’s the gas mileage? What’s the safety record? What’s the reliability? What would be the sticker price with the features she wants?
C
C
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
osely tied to interest is desire and here’s where emotions and other sensory information come into play. You may have gained the attention of the potential customer by running a commercial during the 6pm newscast (you bought that more expensive time slot because you know your target market gets the news
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
this way). She’s in the market for a new car (women make 80% or more of the choices in this product category), so it shouldn’t be too hard to generate interest. Does the commercial help her see herself driving that vehicle? Do you use a woman in her age category, who resembles her in other ways? Is it a
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
attractive vehicle that won’t make her feel older than she is? Does the color appeal to women In her demographic and psychographic categories? If you can answer yes to many or most of those questions, you may have generated some desire for your product.
You’ll never know what made her stop in your sho
You’ll never know what made her stop in your sho
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
room (or store, or office) unless your staff is trained to ask questions about her motivation. Most consumers will play down the response to an advertisement because they don’t like to feel they’re influenced by such obvious attempts to get their business, but if you help your staff develop their patien
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e and questioning ability, they can narrow the possible motivators and influences for that customer. This information is incredibly important because advertising decisions should be based on factors that influence customer behavior, not what you guess may work. A particular advertisement may be expensiv
.
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
to develop, but if it fulfills all of the components including driving the customer to the desired action, then that’s money well spent.
In our next issue, we’ll share our thoughts on expanding your marketing -- and perhaps your revenue -- into the 24 / 7 world of the internet.
© 2006 Abiah Designs.
In our next issue, we’ll share our thoughts on expanding your marketing -- and perhaps your revenue -- into the 24 / 7 world of the internet.
© 2006 Abiah Designs.
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
isit http://www.abiahdesigns.com for additional articles and information on building a brand that resonates with your target market and to view their portfolio. Also, visit our BrandReturn blog
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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