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Just Other Articles - The War at Home: Marketing Opportunities in an Era of Terrorism
The terrorist attacks in New York and Washington D.C. marked the beginning of a new era for marketing and advertising. The closest comparable event in American history is Pearl Harbor, but there are some critical differences. Unlike Pearl Harbor, American business was the primary target this time, not American military facil
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
ities.
The choice of targets says a lot about the kind of war America is now involved in. This is a new kind of war, and the demands on American business will be significantly different than in World War II. Then, the nation's entire business community focused on one objective, winning the war by mass-producing the weapons
The choice of targets says a lot about the kind of war America is now involved in. This is a new kind of war, and the demands on American business will be significantly different than in World War II. Then, the nation's entire business community focused on one objective, winning the war by mass-producing the weapons
; 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
of war. This time the volume of weapons produced won't be a determining factor in the war's outcome. Victory may ultimately just be maintaining the American lifestyle.
Unfortunately, maintaining life and business as usual despite terrorist attacks won't be easy. The United States has an infrastructure that is particularly v
Unfortunately, maintaining life and business as usual despite terrorist attacks won't be easy. The United States has an infrastructure that is particularly v
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ulnerable to terrorism for two reasons; it is highly centralized, and it is largely unprotected.
Ever since the industrial revolution began, there's been a trend towards centralization of factories and utilities. The economies of scale dictated that it was more profitable to build one big steel plant than several smaller on
Ever since the industrial revolution began, there's been a trend towards centralization of factories and utilities. The economies of scale dictated that it was more profitable to build one big steel plant than several smaller on
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
es. Later, centralization was encouraged for other reasons.
During the Cold War, the United States and Russia maintained peace essentially by holding each other's citizens hostage under the threat of Mutually Assured Destruction (MAD). Neither side would attack the other because doing so would trigger a deadly counter strik
During the Cold War, the United States and Russia maintained peace essentially by holding each other's citizens hostage under the threat of Mutually Assured Destruction (MAD). Neither side would attack the other because doing so would trigger a deadly counter strik
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e, capable of largely ending life as we know it. Any attempt by either side to bomb-proof or decentralize its homeland infrastructure would have been interpreted as a sign it was preparing to launch a first strike, and the other side would have had no choice but to launch a pre-emptive attack. (This is the reason why the Int
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
ernal Revenue Service never allowed homeowners to deduct the expense of building a fallout shelter. Doing so would have increased the likelihood of the very war that the fallout shelters were designed to protect people against.)
Unfortunately, the centralization mandated by the MAD policy is exactly the worse kind of infras
Unfortunately, the centralization mandated by the MAD policy is exactly the worse kind of infras
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
tructure to have in an era of terrorism. To survive now, Americans need to decentralize the infrastructures that produce the goods and services they depend on, especially in the area of public utilities.
For instance, most city water plants have little security, and present very tempting targets for attack with bio-chemical
For instance, most city water plants have little security, and present very tempting targets for attack with bio-chemical
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
weapons. At the same time, few American homes have any significant stockpile of drinking water. In the current climate, it would make sense for each American residence to have a long-term backup water supply (30 days or more), and if they could afford it, the ability to detect and filter out bio-chemical agents from whateve
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
r water they were supplied with.
A basic system would simply be able to detect bio-chemical agents in the public water supply and automatically switch to the reserve tank before any contaminated water entered the building's plumbing. A more advanced system would be able to filter out contaminants to provide an uninterrupted
A basic system would simply be able to detect bio-chemical agents in the public water supply and automatically switch to the reserve tank before any contaminated water entered the building's plumbing. A more advanced system would be able to filter out contaminants to provide an uninterrupted
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
water supply. In terms of boosting the economy, every ten million homes that bought a $100 basic system would add one billion to the GDP.
Given the threat of airborne bio-chemical weapons, it would be nice to be able to seal off private and public buildings from the outside air completely, and only allow "safe" air into the
Given the threat of airborne bio-chemical weapons, it would be nice to be able to seal off private and public buildings from the outside air completely, and only allow "safe" air into the
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
buildings. This wouldn't be much of a problem for many high-rise office buildings, but it might take a redesign of the American home to make it work there. This is another new market that could add billions to the GDP, and provide the additional economic benefit of protecting workers from natural airborne irritants like pol
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
len and mold.
Attacks on the power grid are another strong possibility, so back-up power supplies for the home and office will be increasingly common. A back-up power supply industry could add billions to the economy. It could also significantly lower the cost of electricity by allowing homes and businesses to charge their
Attacks on the power grid are another strong possibility, so back-up power supplies for the home and office will be increasingly common. A back-up power supply industry could add billions to the economy. It could also significantly lower the cost of electricity by allowing homes and businesses to charge their
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
batteries when electricity was the cheapest to produce, and run off them during periods of peak use. Common use of long term back-up power supplies would also make local economies less vulnerable to natural disasters like hurricanes, and especially blizzards, where loss of power can be life threatening.
Other vulnerable are
Other vulnerable are
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
as include communications systems, mass transit, and of course agricultural production, just to name a few. For decades we've become increasingly dependent on a very complex system to support our average daily life. We've taken it for granted, grown complacent, and our enemies have noticed.
The efforts to make American life
The efforts to make American life
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
terrorist-resistant, if not terrorist-proof, are just beginning. It will cost billions, but it will make America a far stronger nation. These efforts will also make America far less susceptible to natural disasters.
For America to survive in the years ahead, American businesses will have to provide the American public with
For America to survive in the years ahead, American businesses will have to provide the American public with
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
the products and services needed to continue normal life despite terrorist attacks. The Internet will be an ideal medium to inform the public of new technologies that will make their life safer, and sustainable, and we'll need them.
We are moving into an era with many aspects of the Cold War, but none of the relative secur
We are moving into an era with many aspects of the Cold War, but none of the relative secur
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ity. This time the destruction isn't just on television, it's outside our windows. Winning this war won't be like winning wars in the past, but we do have the resources to win, if we can protect them, and use them properly.
If American business is up to the task, this war can be made to fuel the economy, rather than allowed
If American business is up to the task, this war can be made to fuel the economy, rather than allowed
.
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
to destroy it. We are at war with someone who is targeting the source of our prosperity, and to win we must produce prosperity in the same overwhelming quantity that we produced weapons in during WWII. Exporting some of our surplus prosperity to the third world might go a long way to ending the support of extremists there.
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
It would also reduce the envy behind much of our present danger, making the world a much safer place. Theft is the sincerest form of envy, and wanton destruction is the most dangerous.
From Advertising & Marketing Review, October, 2001.
Copyright © 1994 - 2006 by Glen Emerson Morris
All Rights Reserved
Copyright © 1994 - 2006 by Glen Emerson Morris
All Rights Reserved
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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