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Small business marketers love the chase. Love the new fangled way to make the phone ring. They love to think of a marketing promotion as a single event. But it’s precisely this view of marketing that holds most small businesses back. They fa

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

ll prey to the “marketing idea of the week” and never fully explore what it takes to create and build a completely functioning, consistently performing, marketing system.

In this article I am going to outline the basic steps that any busine

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

Examples of combination products may in

ss can follow on the way to creating their very own marketing system. But first let’s explore this word system in the context of marketing. Small business owners have no problem thinking systems when it comes to say, accounting or hiring. Wh

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

en it comes to marketing though, all bets are off. It’s as if they are waiting for magic fairy dust to fall upon them with the next great marketing innovation.

Look, effective marketing is little more than creating and operating an effectiv

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

e marketing system. Now, when I use the word system I mean several things. 1) The system is documented – You can’t have a system or a step in a system unless you write it down. 2) The system is built on sound marketing principals and 3) You

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

Combination pro

constantly measure, innovate, and refine the system.

Okay, so on to the system building steps.

1) Narrow and define a target market – Small business owners love to say yes. “Sure we can do that.” The next thing you know the target market i

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

s roughly anyone they think will pay them. You must commit to a narrowly defined target market and you must focus all of your attention upon serving that market like no one ever dreamed of. A narrow marketing focus might be – Estate Attorne

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 - as opposed to Law Firms.

2) Discover and communicate a core message for that market – Until you can show how your firm is different and offers something unique, you will always compete on price. You must find a way to tell your newly de

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

fined narrow target market why you have something to offer that they value. Your core message might be – We show estate attorneys how gain all of the business they can handle - as opposed to: We help law firms.

3) Develop multiple forms of

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

permission based lead generation – No one like to be sold to and more and more advertising is falling on numb ears and eyes. Your lead generation system must be built on several fronts, such as public relations, referral marketing, strategic

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

partnerships, and targeted advertising. Your lead generation message must offer the target market a reason to want to know more. Forget about the sale, look for ways to build trust.

4) Construct a lead conversion and customer reselling pro

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

Following aspects would a

cess – No amount of leads in the world will help your business if you don’t efficiently turn those leads into clients. You must have a plan that maps out what you will do when phone rings, when you make the sales call and when it’s time to d

dd to the challenges in developing combination products:

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

o more business with the clients you already have. Most small businesses completely ignore this aspect of their marketing, but this is where the real success in marketing lies.

5) Create educational based marketing and presentation material

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

s – Forget about the glossy sales brochure, use your marketing materials to teach how your firm is different, how you solve real problems, how you work, why you work, what you believe and your marketing will be much more successful. Your web

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

site must come from this point of view as well.

6) Define the most important marketing success indicators – Setting marketing goals for such things as leads, appointments, sales, phone calls, referrals, impressions, mentions and anything el

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

se you can think to measure is how you turn marketing into a game and how you keep score of the game. Everyone loves and game and the only way to improve something is to measure how well you are doing in the first place.

7) Build an annual

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

Professional from academic institutions, pharmaceutical industries, health care indust

marketing calendar and budget and stick to it – Once you have spent the time and energy to think through steps 1-6 you need to commit your plan to a marketing calendar and then allocate (or at least think about) the money it will take to imp

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

lement your plan. Once you create a calendar it is much more likely that you will look at the tasks assigned to each month like a “to-do” list. So, instead of whining that you should do more marketing, you simply scratch each item off your l

.

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

ist and plan for the next. It’s an amazingly simple but effective device.

Okay...now the last bit of advice.

Every system needs a champion. Either find someone in your organization who does little else but operate the system or hire a mark

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

Companies that provide selfless information through particip

eting professional and charge them with helping you develop, implement and run the system.

Properly fed and maintained, this little marketing system can become the engine that drives your firm’s climb to the top.

Copyright 2004 John Jantsc

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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This article reveals insider secrets of the cruise line industry that will maximize your chances of getting a job on a luxury cruise ship - simply by knowing when the very best time of the year to apply is.

The British Institute of Facility Management’s (BIFM) definition for facility management is 'the integration of multi-disciplinary activities within the built environment and the management of their impact upon people and the workplace'. The facility management sector, which has become a billion-dollar industry, needs skillful people. There is a great need for personnel in the in-house departments, and specialist contractors for facilities like canteens.

Marketing is the life blood of any business. For some reason, business people make such a big deal about investing the needed time.

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