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Useful Advices - The Era of 'Finger in the Air' Publication Strategies is Almost Over
Somewhere in most organisations is a cupboard. Inside that cupboard is stack after stack of boxes. Inside those boxes are publications – brochures, annual reports, textbooks, manuals or the like – whose only purpose seems to be gathering dust. Sound familiar? It doesn’t have to be that way, says Iain Plunkett of on-demand specialist, The Garret.
I once stood wi
I once stood wi
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
th a company director in front of his own particular cupboard. He wanted to show me his current annual report. ‘We have a few copies in here,’ he said. His feeling of dread before opening the cupboard was palpable.
Sure enough, we were faced by a wall of cardboard. A few had miraculously become a few hundred or even a few thousand. You could say it was a produc
Sure enough, we were faced by a wall of cardboard. A few had miraculously become a few hundred or even a few thousand. You could say it was a produc
; 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
t of poor planning. But, more accurately, it was a product of an organisation trying to get the best possible price for producing their publication while not being able to predict demand.
He, and his company, are certainly not alone.
The price of prediction
As with every other sphere of life, communication is the key to business. The more effectively you comm
He, and his company, are certainly not alone.
The price of prediction
As with every other sphere of life, communication is the key to business. The more effectively you comm
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
unicate, the more successful you’re likely to be. Stop communicating and you’re likely to disappear. But, there’s a cost associated with getting your information to the right people.
When it comes to printed material that has always been an upfront cost. You have had to tie up a significant amount of capital in the publications you produced. Moreover, unless yo
When it comes to printed material that has always been an upfront cost. You have had to tie up a significant amount of capital in the publications you produced. Moreover, unless yo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
u had an incredibly well-defined target audience, you’d have to make an ‘educated guess’ about how many people would actually want the piece.
When you have experience of the area – via the demand for similar publications in the past, for instance – you could get close to the correct amount to produce. However, I’m afraid 100% accuracy is incredible luck rather
When you have experience of the area – via the demand for similar publications in the past, for instance – you could get close to the correct amount to produce. However, I’m afraid 100% accuracy is incredible luck rather
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
than planning. Even member-based organisations, such as trade associations where the size of the target readership is clearly understood, can’t be sure that every member will require a copy or estimate the number of non-members that will request it.
If that’s the best case scenario, what about marketing communications or supporting technical material created fo
If that’s the best case scenario, what about marketing communications or supporting technical material created fo
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
r a new product launch? Even with the very best market research, demand is not guaranteed. You are going to have to rely on a degree of prediction – accept a degree of risk. Put your money where your mouth is and accept the fact that there will be some level of wastage.
Turning the tables
Here’s an idea: only print a publication as it’s required. Print as few
Turning the tables
Here’s an idea: only print a publication as it’s required. Print as few
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
as one copy at a time. Like many other parts of business, make your communications on-demand.
For the first time, you can make prediction a thing of the past. If you know there are 10,000 people waiting for the piece then print 10,000. If you’re not sure there’s anyone then don’t print any. In both cases as demand grows, you can easily react. Advances in techno
For the first time, you can make prediction a thing of the past. If you know there are 10,000 people waiting for the piece then print 10,000. If you’re not sure there’s anyone then don’t print any. In both cases as demand grows, you can easily react. Advances in techno
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
logy mean that the item resides on a server until needed, goes straight to press and out to the recipient; be that a customer, student, employee or partner.
Moving from prediction to demand-based publication strategies also takes the pressure off your cupboards. There is simply no need to be stockpiling those boxes. No need for the publications to spend a life
Moving from prediction to demand-based publication strategies also takes the pressure off your cupboards. There is simply no need to be stockpiling those boxes. No need for the publications to spend a life
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
of forlorn darkness. Fulfilment can be handled at the point of print. All you need to know is that there is acceptable turnaround between an item being requested to it being delivered.
Doing the maths
Of course, to state that the ability to print on-demand is a new thing is slightly misleading. You have always had the ability to print one copy at a time. It’s
Doing the maths
Of course, to state that the ability to print on-demand is a new thing is slightly misleading. You have always had the ability to print one copy at a time. It’s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
just that the cost would have been so astronomical, no sensible person would have considered it. What’s changed is simply that short run and single copy printing has become cost-effective. Not for everything but for enough of your communications to make it worth doing the maths prior to any project.
Printing 20,000 copies will always mean that the unit cost is
Printing 20,000 copies will always mean that the unit cost is
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
less than printing a single copy. But what if you end up with 6000 unwanted copies? What does that do to your figures?
And, it’s not just straight print costs. There is that horrible phrase ‘Total Cost of Ownership’ to consider. What are your storage costs? How do you handle a request for information? Who despatches the information when it’s requested? How do t
And, it’s not just straight print costs. There is that horrible phrase ‘Total Cost of Ownership’ to consider. What are your storage costs? How do you handle a request for information? Who despatches the information when it’s requested? How do t
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
hey do it? How long does that take? Is that their job or is it a distraction from their proper business role?
More importantly, are you putting a financial cost against this time and effort?
Coming out of the closet
Back in the cupboard, the director rips open a box and proudly hands me a copy of his annual report. Glossy, well designed, very professional. I
More importantly, are you putting a financial cost against this time and effort?
Coming out of the closet
Back in the cupboard, the director rips open a box and proudly hands me a copy of his annual report. Glossy, well designed, very professional. I
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
start to flick through the pages. “Don’t pay too much attention to that,’ he says. ‘Most of it is out of date.’
10 reasons to go on-demand:
1. Print as few as one copy: Using advances in digital technology, it is possible and economical to print in single copies. This reduces the need to produce publications in bulk.
2. Print only when required: There is no n
10 reasons to go on-demand:
1. Print as few as one copy: Using advances in digital technology, it is possible and economical to print in single copies. This reduces the need to produce publications in bulk.
2. Print only when required: There is no n
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
eed to try to estimate demand prior to printing. The publication can be printed only as it is required. This virtually eliminates inventory and stock control issues.
3. Release limited budget: By reducing upfront investment, organisations can free up capital for other projects. In fact, if the publication is for sale, the customer covers all costs prior to pri
3. Release limited budget: By reducing upfront investment, organisations can free up capital for other projects. In fact, if the publication is for sale, the customer covers all costs prior to pri
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
nting.
4. Keep publications up-to-date: Many publications begin to lose value as soon as they are printed. By creating publications on-demand, they can be updated as required so that the publication is always correct when printed.
5. Keep publications in print: Rather than retiring publications when the stock is depleted or order a reprint knowing demand will
4. Keep publications up-to-date: Many publications begin to lose value as soon as they are printed. By creating publications on-demand, they can be updated as required so that the publication is always correct when printed.
5. Keep publications in print: Rather than retiring publications when the stock is depleted or order a reprint knowing demand will
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
be small, an organisation can keep the publication on the system indefinitely – creating a virtual warehouse.
6. Reduce production timescales: Developments in publishing systems allows the creation of unique templates that speed page lay-out. Once ready, the digital file goes straight to press reducing the time taken to produce the publication.
7. Explore new
6. Reduce production timescales: Developments in publishing systems allows the creation of unique templates that speed page lay-out. Once ready, the digital file goes straight to press reducing the time taken to produce the publication.
7. Explore new
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
publishing opportunities: By reducing the cost and eliminating the need for a large inventory, organisations can develop publications where there is only a small target readership – even a readership of one.
8. Relieve the despatch headache: Many organisations end up fulfilling requests for publications internally. This is time-consuming and can easily become a
8. Relieve the despatch headache: Many organisations end up fulfilling requests for publications internally. This is time-consuming and can easily become a
.
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
hidden cost of providing information. An on-demand service can take care of this without the expense of employing a mailing house.
9. Work closely with partners: Using an on-demand approach makes it more efficient and cost-effective to provide materials to partners and suppliers. An organisation can make a publication available for partners to amend and print
9. Work closely with partners: Using an on-demand approach makes it more efficient and cost-effective to provide materials to partners and suppliers. An organisation can make a publication available for partners to amend and print
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
while maintaining control.
10. Superior customer service: Some organisations have cancelled publications or offered PDF-only versions in order to control costs. However, many people still prefer printed material. On-demand can allow organisations to continue offering a choice to their customers, members employees or other audiences.
Copyright 2006 Iain Plunket
10. Superior customer service: Some organisations have cancelled publications or offered PDF-only versions in order to control costs. However, many people still prefer printed material. On-demand can allow organisations to continue offering a choice to their customers, members employees or other audiences.
Copyright 2006 Iain Plunket
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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