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Useful Advices - Is Your Marketing - Advertising Agency Really That Lousy
This is one common complaint you can hear in the advertising industry. Having worked both sides of the fence, I can sympathi
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
ze with the poor agencies who get knocked on the head, and I can empathize with the clients who see good money wasted on hap
; 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
ess campaigns.
But since that statement is made “client side”, let me address it from there. Surprisingly, there are great
But since that statement is made “client side”, let me address it from there. Surprisingly, there are great
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
gencies with fantastic creative teams that produce really shoddy work. How can this be? The same award winning team for XYZ
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
Brand comes over to market your absolutely fabulous product and makes a boo-boo out of it.
Now, all things being equal, it
Now, all things being equal, it
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s unlikely that the team has consumed all their creativity and are now empty husks working on your account! I would like to
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
ropose one highly possible, and most likely cause for this strange phenomena.
This is related to a little piece of paper wh
This is related to a little piece of paper wh
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
ich we often call an “Agency Brief” or as most Marketing Executives like to call it “my boss unreasonable demand that I stay
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
up past midnight to finish this
silly brief”. You see, the Executive thinks that the product is so well known, the company
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
s so famous, the agency is so capable, there is nothing that needs to be said. Go for the meeting, tell them we
want a nice
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
creative advertisement for our Chinese New Year offer, throw in a poster and a direct mailer. Done. No need for some silly “
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
Agency Brief”.
That’s not the right attitude.
To get the most out of your advertising agency, you, as a client; will need
That’s not the right attitude.
To get the most out of your advertising agency, you, as a client; will need
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
o take some time and effort to create a solid Agency Brief. No matter that the agency has been with your company for 10 year
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
. No matter that the guys and gals there live and breath your products “too”. Unlike you, they do NOT work for your company.
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
They each likely have lots of other clients, other projects.
How do you create a good Agency Brief? You will have to cover
How do you create a good Agency Brief? You will have to cover
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
all grounds from your company’s perspective to the marketplace to your clients’. On a broad stroke, you will need to cover t
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
ese bare essentials at the very least:
- Objectives, what exactly are you hoping to achieve
- Target audience, who will li
- Objectives, what exactly are you hoping to achieve
- Target audience, who will li
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
kely be the ones to buy your product
- Your offer mechanics
- Your desired effect or results
- Your budget
Creating an A
- Your offer mechanics
- Your desired effect or results
- Your budget
Creating an 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
ency Brief is perhaps the most fundamental ingredient for a client who really wishes to get the best out of his advertising
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
gency. Of course, this applies if you are working with a freelance designer, a graphics house or any other creative agencies
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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