Advice You - Internet and Businesses Online

With entrepreneurs and small businesses rushing to join the Online Video Revolution and get video on their websites, they often forget one key fact: You can’t add video to your website, until y

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

ou have the video!

If you want to turn your website in a TV channel, here are some video production basics to get you on your way. Fortunately, with today’s easy access to video production to

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

Examples of combination products may in

ls, creating a great video is well within your reach.

The three stages of video production are:

• Pre-production – Planning, writing, scheduling, location scouting and all of the preparation

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

nd details before a frame of video is ever shot.

• Production – The actual video shoot. Depending on your needs and budget, this could be anything from a home camcorder shoot to a multi-camer

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

Hollywood extravaganza. For this reason, it’s hard to generalize about how much a video spot will cost.

• Post-production – While on the shoot, you may hear the common refrain, “We’ll fix it

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

Combination pro

in post.” Post is where everything comes together to produce the video – editing, graphics, music, titles, voice over, special effects and, eventually, a “final cut.”

As you plan your video pr

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

duction, keep the following 5 steps in mind:

1. Set clear goals

Know and communicate your marketing objective. Determine your budget and develop a plan. What do you hope to achieve with your

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

ideo? Where, when and how frequently will it run? For a handy (and free) Video Planning Questionnaire, visit www.MuddyDogMedia.com.

2. Determine your target audience

Who are you trying to

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

each, and will your message resonate with your intended audience? Is the video specifically for the web, or for broadcast television? With video for the web, you’ve got a lot more flexibility

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

when it comes to cost and quality.

3. Consider your content

Craft your message and determine your content. Be sure to refine your script and storyboard – a visual representation of each sho

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

in your ad - until you’re convinced the video is ready to shoot. If you’re not a copywriter, consider hiring an ad agency or a freelance copywriter to craft your script. To locate an ad agency

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

Following aspects would a

or a copywriter, visit adagencydirectory.com or guru.com.

4. Plan your shoot

You’ll need to decide on the “creative” for your video production. Considerations include tone, pacing, mood, sty

dd to the challenges in developing combination products:

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

e, music, etc. Should it be humorous? Dramatic? Animated? The clearer your vision before the shoot, the better television you’ll ultimately produce. The television marketing and promotion pro

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

s at Promax.org are some of the best “promo producers” in the world. See what ad producers from NBC, Discovery, MTV, Fox and others are doing and tap into their collective knowledge.

5. Fix it

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

in post

Post production is “where the magic happens.” Edit the footage from your shoot, adding music, graphics, effects and finishing touches. Hire a pro editor, or do it yourself with a pro

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

ram as simple as Apple’s iMovie, or Adobe Premiere for the PC. Many states offer directories of local production specialists; do a Google search on “video production” or “commercial production

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

Professional from academic institutions, pharmaceutical industries, health care indust

with your state or city.

Follow these five steps, and you’ll be on your way to producing a compelling video that can enhance your image, build your brand and boost your business!

Sidebar:

S

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

ome final video production tidbits…

• If you do decide to go it alone, creative is still key. A good idea with lower production values is still better than a slick ad that doesn’t drive home

.

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

our message.

• New software called “Visual Communicator” from Serious Magic allows you to create pro videos with just a webcam and some pre-packaged graphics and effects.

• Some local TV stat

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

Companies that provide selfless information through particip

ons will provide commercial production services for an additional fee when you buy an ad schedule.

• Think about other “venues” for your finished TV ad, such as streaming video on your website

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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