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Advice You - An Inconvenient Truth — A Failure to Persuade
Learn From Success
Stealing Share is in the persuasion business, make no mistake about it. Our business category is brand development but our brand work must be, by definition, persuasive. Our goal for our clients is to create brands that grow market share by persuading customers
Stealing Share is in the persuasion business, make no mistake about it. Our business category is brand development but our brand work must be, by definition, persuasive. Our goal for our clients is to create brands that grow market share by persuading customers
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
who currently do not use or buy a given brand to revisit their purchase decision and to choose differently. We look for examples of persuasive success everywhere in the market. We can all learn from both the successes and failures of others.
A movie authored and starring former Vice President Al
A movie authored and starring former Vice President Al
; 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
Gore called “An Inconvenient Truth” is worthy of consideration. Ostensibly, this critically acclaimed theatrical release is the culmination of a life-long personal crusade by Mr. Gore to raise international awareness of global warming. The film, for those of you who have not seen it, is an amalgam
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
of a slide presentation Mr. Gore has been giving, by his own admission, over 1,000 times. The film is chocked full of disturbing images of global climate change, receding glaciations, and scientific documentation of the impending global catastrophe we all face if we do not become better stewards of
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
our tiny blue planet. Ultimately, this film fails in its quest to persuade and the reasons for that failure are lessons that we all should learn.
Can Anyone Be Objective
Politics, you would think, is all about persuasion. However, if you look at it objectively, it is really all
Can Anyone Be Objective
Politics, you would think, is all about persuasion. However, if you look at it objectively, it is really all
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
about party retention. Rarely are opinions changed or altered. At Stealing Share, we see brand as more closely aligned with anthropology (the study and observation of human behavior) than it is with traditional marketing. As such, we observe changes and dynamics in the currents of popular culture
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
and use those understandings to greatly benefit our clients. It is not lost on us that the presidential debates that we all witness each four years are much more of a right of passage than they are a study in persuasion. The only voters who really debate the “debate’s” outcome are political pundit
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
s who seem to fill out a check sheet of point-counterpoint. They triumphantly name the winner of each debate and then tell us why. The problem is that if you talk to the voters, everyone believes that the candidate they supported before the debate won the contest. They all see it through the tint
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
d lenses of their own brand. Each and every voter vehemently believes that their candidate won, even if it is by the slimmest margins. They are willing to argue with those of the other camp who just as vehemently believes that they are right (which is different from “their candidate is right”).
W
W
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
see the same dynamic in the film “An Inconvenient Truth.” Much to Mr. Gore’s chagrin, we believe his film failed in its desire to persuade. Let’s look at a rather unscientific study to better understand why.
We took a diverse group of viewers to screen the film, from many political persuasions a
We took a diverse group of viewers to screen the film, from many political persuasions a
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
d age groups. It is telling to note, that aside from our group, approximately 12 other people shared the theater with us — meanwhile nine theaters were sold-out and showing the new “Pirates of the Caribbean” movie, which was opening to scathing critical review.
It Failed
As the
It Failed
As the
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
late Marshall McLuhan once pontificated, “the medium is the message” and this was blatantly evident in the group’s response to the film. Two self-described Republicans got up and walked out. Uncomfortable with the “attacks” on their own political party which was, in their opinion “blamed” for the
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
eaf ear on the environmental issues conveyed. For those that stayed, the discussion that followed was also worthy of note.
Those that considered themselves Democrats going into the film, found both the movie and the science compelling and moving. After the movie, they discussed their own role and
Those that considered themselves Democrats going into the film, found both the movie and the science compelling and moving. After the movie, they discussed their own role and
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
responsibility in the quest to change the environmental juggernaut.
For the Republicans, the story was quite different. The discussion of the “science” hardly got off the ground. Their sense of being attacked had closed down their receptors to information and they found great fault with the medium
For the Republicans, the story was quite different. The discussion of the “science” hardly got off the ground. Their sense of being attacked had closed down their receptors to information and they found great fault with the medium
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
(read Al Gore). Not exactly the result Mr. Gore had in mind.
From a brand perspective, 20 minutes of editing might have done the trick. Scenes that might have benefited his cause if deleted might have included clips of former President Reagan discussing “rotting vegetation” as a major cause of g
From a brand perspective, 20 minutes of editing might have done the trick. Scenes that might have benefited his cause if deleted might have included clips of former President Reagan discussing “rotting vegetation” as a major cause of g
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
eenhouse gasses. And scenes of Mr. Gore demonstrating the incompetence of the current administration and its propensity to hire big oil insiders to positions of import within the current administration. The “science” of the increasing levels of CO2 proposed by the film has been decades long and we
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
ave had our fair share of control by both political parties during that time. In short, no one’s opinions changed. Those who agreed with Mr. Gore’s agenda were vehement about the rightness and those who opposed it could not get passed the politics.
Steal Share
What does all thi
Steal Share
What does all thi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s have to do with branding to steal market share? Just everything. Most brands market and advertise to their own current customers and ignore the precepts of those “from the other camp.” At times, it is even more of a waste of funds in that brands talk only to themselves and not even their own cust
.
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
mers — meaning that many brands emphasize attributes that are important to the board of directors but are meaningless in the decision making of even their current customers.
If you want to steal share, build your brand's to persuade. Infuse your brand message with the precepts of the target market
If you want to steal share, build your brand's to persuade. Infuse your brand message with the precepts of the target market
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
you wish to influence and speak with a single-mindedness of purpose. Stop preaching to the converted and empathize with those you wish to influence.
Understand that the medium is the message and that your biggest hurdle may be getting out of your own way. Too bad Mr. Gore was unable to do as much
Understand that the medium is the message and that your biggest hurdle may be getting out of your own way. Too bad Mr. Gore was unable to do as much
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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