Useful Advices - Business

Does a professional or trade association exist to serve its members, to serve the profession or industry, or does it exist to perpetuate itself? Sure, you you’re your answer based on your

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

experiences. Unfortunately though, I have come to believe that there are simply too many people involved in association leadership today that believe in the latter. Many of these leaders d

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

Examples of combination products may in

o not consciously realize they do believe that the reason for an association is to perpetuate itself. Yet, their actions in this area speak so loudly that few listen to their patter.

I re

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

cently visited the web site of the American Association of Association Executives and searched “member value” but what I found was more directed to the organizational side. My lack of find

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

ng information specific to “member value” strengthens my assertion. Sure I found great information on subjects like: Identifying program goals and setting realistic expectations, identifyi

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

Combination pro

ng and defining the needs of the target audience, developing program structure, building a budget and cross-selling and up-selling additional programs and services.

While these topics are

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

all great tactics, what about the overarching strategy for an association? What about quantifying the real dollar value a member receives from holding membership in an association? This i

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 an area that I have discovered many association leaders are missing the point. There are a few people left that join their trade or professional association because it is the right thing

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

to do in supporting their industry. But, at corporate belt tightening continues, many are re-evaluating the value of such memberships.

Call me crazy, but I believe that a professional or

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

trade association exists exclusively for the betterment of its members. Associations like these are really industry-wide strategic alliances. And, for strategic alliances to succeed, all i

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

nvolved must receive reasonable value for resource (time and money) commitment to the alliance. In associations, staff members receive value—it’s called a paycheck. Volunteer leaders recei

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

Following aspects would a

ve value through exposure and having the ability to forward their particular agendas. But, what about the “rank and file” members—where’s their value?

If you are interested in this topic

dd to the challenges in developing combination products:

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

f member value, you’re in luck. Over the past several months, I have conducted my Association Member Value Process for a number of trade associations and societies of association executive

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

s. The results might be helpful to you in benchmarking the value your association delivers to its members.

In visiting seven societies of association executives from October 2003 through

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

May 2004 and conducting the process: On the average, association executives received 19X return on investment dollar from their membership. Average yearly membership and meeting participat

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

ion cost—$914. The average yearly real-dollar value received—$17,390.

This year, in visiting the national conventions of four trade associations from February through May 2004 and conduct

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng the member value process, the average yearly member return on investment was 12 X. The average yearly membership and meeting participation cost—$2,250. The average yearly real-dollar va

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

lue received—$27,800.

Association paid staff and volunteer leaders must continually question the yearly sustainable real-dollar value their members are receiving rather than just see memb

.

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

ers as an ATM (automatic teller machine). Without the members, there is no association.

Please visit www.rigsbee.com/ma26.htm to read about Rigsbee’s Association Member Value Process.

To

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

Companies that provide selfless information through particip

access helpful additional information from Ed Rigsbee at no charge, please visit www.rigsbee.com/downloadaccess.htm/

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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A lot of businesses love to give holiday gifts to their employees as a way of saying thank you. Some corporate holiday gifts include bonus checks, gift baskets with expensive items (such as quality champagne) or a selection of gift certificates from popular restaurants and other establishments. Giving corporate holiday gifts is a way of showing your employees that you appreciate all the hard work they put in to your company each day.

Charities are sometimes criticized for using marketing techniques that have proven to be effective for business. Why shouldn't charities use techniques that work? After all, the same consumers that we trust to make intelligent choices are the potential donors charities are seeking. Strategic marketing for a nonprofit organization is just as important as it is for a business.

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