Advice You - Business

Capturing them with Controversy

I’m not saying that you should be controversial for the sake of it. In fact, controversy may be the last thing that you want. But let’s face it, controversy sells!

John McEnroe, Kate Moss, Dan Brown, The Rolling Stones, George Galloway, Eminem, Kurt Cobain, Apple Macint

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

osh - are all examples of controversial or converse brands that sell. They are (and were) unusual in different ways, and they use their idiosyncrasies to lead the market and sell their products. Some of the examples are modern, other less so, but the list goes on and on. And now it seems that wherever you look t

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

Examples of combination products may in

ere is some kind of tabloid-friendly controversy that matures and turns into an investment fund for those lucky enough to be involved. As you will know, no publicity is bad publicity!

Rolling Stoned gathers no Moss

Look at Kate Moss. Not an overly taxing chore I will admit. Her alleged forays

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

into the world of illegal drugs have arguably strengthened her brand image. She is undoubtedly more of a star now than she was before. Call me controversial, but I would not criticise her for that.

The tabloid sensation that chased her, after The Daily Mirror (UK Press) gained an exclusive series of photographs

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

was swiftly followed by heavy contract losses (H&M, Rimmel and Chanel) and significant financial upset.

“THE Daily Mirror today reveals shocking pictures of supermodel Kate Moss snorting a fat line of cocaine during a debauched drugs and drink session with junkie lover Pete Doherty.”

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

Combination pro

//www.mirror.co.uk/news/tm_objectid=16133522&method=full&siteid=94762&headline=exclusive--cocaine-kate-name_page.html" target="_blank">Daily Mirror , September 15th 2005.

The Model was allegedly taking cocaine, and though this was never proven and the charges were later dropped due to ‘Insu

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

fficient evidence* ’ she still suffered in the short-term. A public apology and well-publicised trips to rehab and a public make over have since made her stronger than ever before.

(*The Guardian Unlimited; Kate Moss escapes drug

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

charges , Thursday June 15, 2006)

“DRUG-SHAMED supermodel Kate Moss has checked into a top US rehab clinic. Kate, 31 — who has spent up to ?200 a day on cocaine — flew by private jet to The Meadows centre in the Arizona desert.”

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
target="_blank">The Sun , September 29th 2005.

Ms Moss, however, made a comeback and it only took a matter of months.

“LONDON - Virgin Mobile is lining up supermodel Kate Moss to be the face of its brand next year. The mobile operator is in talks with Moss' representatives abou

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

t her appearing in advertising and future brand activity, which will target 16- to 34 -year-olds.

…Virgin Mobile [will] become the first major consumer brand to associate itself with the supermodel since stories alleging her drug-taking broke this summer.”

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

cle/528983/virgin-mobile-set-sign-kate-moss-campaign" target="_blank">Brand Republic , November 22nd 2005.

Moss has regained certain contracts and is now with; Virgin Mobile, Rimmel, Belstaff, Louis Vuitton, Beymen, Dior, David Yurman, Roberto Cavalli, Longchamp, Stella McCartney, Bulgari

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

Following aspects would a

Nikon, Burberry, Versace, and Calvin Klein.

Now that’s not to be sniffed at.

I hope…

…that you’re not hunched over a mirror clutching a rolled-up ?5 note. I may be in favour of converse thinking, but I do not endorse the use of drugs. It’s unlikely to get you a contract with Louise Vuitton – even if you are

dd to the challenges in developing combination products:

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

wearing nice shoes.

I have looked at how a tabloid branded antisocial act has resulted in an enhanced image. Moss. She became marketing gold dust and is now aimed at the lucrative, 16 to 34 year-old demographic; you know – those lucky people with disposable incomes.

Other brands have taken the market by force

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

f creative discourse; inverting what is considered normal. ?koda, for example, re-launched their brand image entirely. They were not (rightly or wrongly) previously associated with quality; they were cheap not-to-be-seen-in cars. However, their marketing changed all that. Their product had improved vastly and cu

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

tomers could be sure of getting a quality car, “it rides better than my BMWs, it is thoroughly reliable, enormously economical and, after a trouble free 34 thousand miles, as good as the day I bought it” (skoda.co.uk).

But the image was not right. The advertising campaign reflected this with humorous sequences

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

where people would admire the car until they realised it was a ?koda.

Not that I’m saying Kate Moss is like a ?koda.

Apple Macintosh should not really be compared to Kate Moss either (unless, of course, we’re talking aesthetics), but their brand is also unusual. Their slogan “Think Different” is instructive. I

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

Professional from academic institutions, pharmaceutical industries, health care indust

believe that is exactly what one should do.

How to think different:

1. Product

2. Audience/market

3. Competition

4. Advertising

How is your product different from others? If it’s not, how can you place it in a marketable niche so that it appears different, better and more desirable?

To whom do you speak?

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

hat are your audience used to? Can you expose them to a different way of thinking? Can you make them sit up and take notice? If you’re not already doing that then you are failing quite fundamentally.

Who is the competition? What are they doing? DON’T COPY THEM! By all means out-do them. Be funnier, scarier, mor

.

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

e up-to-date, but don’t be part of the herd – you have to lead it.

Is your advertising sitting in a queue, looking like everyone else’s tired old copy? Or is it in your face, or hilarious, or totally original?

We all have the same tools to work with, it up to you how you use them. I believe that it is best to

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

Companies that provide selfless information through particip

e a little different if you can be. You can only win.

To Conclude

Develop a brand. If you are unusual – great – use it to sell. If not, attempt to get yourself noticed. You can only do that if you stand out, use your idiosyncrasies to lead the market.

So, as Kate moss might say, that’s a wrap

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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When you have multiple pieces that are all on the same paper and same ink colors you can sometimes gang or put multiple pieces up on the same press sheet. This saves on makeready, setups, plates and washups and can save $$$ if you are comfortable with some of the limitations that you might have.

Find out a way to finding the treasure you've been searching for without digging for it nor even looking for it. Sounds contridicting? Then you better find out what's inside for a more thorough explanation.

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Advice You - Freelance Copywriters: 'You Cannot Be Serious!'

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