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I used to believe marketing was antithetical to my personal values of honesty and integrity. Now I write marketing materials for a living. Did I sell out? No, I just realized my view of marketing was lopsided.

You can hardly bla

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

me me. MacDonald’s heralds its fat-laden salads as healthy. And how often have you received an authentic-looking “check” in the mail that’s really a dubious discount from your local car dealership?

It took me a while, but I fina

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

Examples of combination products may in

ly discovered the shocking truth: honesty is an excellent marketing method!

Until I came to this astonishing realization, I wrote stories, humor columns, and news articles and edited dry technical material, for little pay. Final

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

ly, I decided to face reality and try copywriting. But I couldn’t get comfortable with the idea of using my writing for marketing.

Some time later, I started a little business offering music and movement classes for young childr

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

n. I wrote calendar listings, press releases, and ads. I realized that marketing was no dirty deed, but simply the way to let families know about classes I was proud to offer. A few years after that I got a job writing press rele

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

Combination pro

ases for a local arts agency. Once again, the work was innocent enough.

When doors started opening for a freelance career in marketing writing, my shifted perception allowed me to face marketing without fear of selling my soul.

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

To market is to simply let people know about your business and what’s good about it. That may be scary to those who offer an inferior product or service or who are overly fearful of competitors. But for anyone offering high-quali

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

ty services or products, honesty is nothing to be afraid of.

After my “conversion,” I began to wonder if my mistrust of marketing methods was silly. I soon discovered a web site devoted to encouraging businesses to market with i

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

tegrity. Clearly, there is a need to spread the word about this concept.

The web site is www.principledprofits.com, the brainchild of marketing writer Shel Horowitz. Business owners are encouraged to take the “Business Ethics Pl

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

edge,” promising to offer honesty, integrity, and quality in their work.

Mr. Horowitz has also written a book, Principled Profit: Marketing that Puts People First, which encourages and helps businesses to market themselves with

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

onesty and integrity. The book includes examples of companies that have gained through marketing with integrity or lost through failing to do so. For instance, when cyanide-laced bottles of Tylenol caused seven deaths in 1982, Jo

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

Following aspects would a

hnson & Johnson recalled $100 million worth of Tylenol products. The corporation took a big loss to protect consumers and customer loyalty went up, in turn allowing the company to recover relatively quickly.

In stark contrast, M

dd to the challenges in developing combination products:

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

. Horowitz cites the shockingly irresponsible practices of Ford and Firestone, who suspected safety concerns on Explorer tires even before the tires caused hundreds of fatalities and injuries. The fact that they exhibited poor ma

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

rketing practices pales in comparison to the fact that they caused immeasurable harm and tragedy to so many.

Some time ago, a man approached me about writing content for a web site advertising a new guitar instruction course he

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

ad written. He already had a web page up for another guitar course, one so filled with hype that I did some internet research to be sure he was offering a decent product. Because of the hype, I was genuinely surprised when I foun

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

d good reviews of the first course.

He later told me he hated hype and didn’t feel great about using it. But when I assured him I didn’t write hype, he questioned whether he could sell the course without it. Because so many use

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

Professional from academic institutions, pharmaceutical industries, health care indust

he method, he decided it must work.

I assured him that hype might bring in customers, but inflated claims would leave customers disappointed and unlikely to buy from him again. He never did hire me.

Even if dishonest marketing

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

did bring in more profits, I would reject it. People are better off taking pride in who they are and respecting others than having more money than they need. If they can’t earn enough with honest marketing, I believe they’re bett

.

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

r off finding good, honest employment.

Yes, Virginia, there are dishonest marketers out there. And they make it harder for the many honest marketers. Of course, any consumer should be cautious – honest marketers should be prepar

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

Companies that provide selfless information through particip

ed for this and able and willing to prove themselves to consumers. That’s part of marketing with honesty and integrity. It’s not really surprising that the best way to get and keep customers is the right way. I’m glad I found out

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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Have you ever wondered why some people seem to turn everything they touch to gold while you end up with a handful of lead? Do you comfort yourself by saying that they succeed because they were born with money, great looks, and a better education? Even as you do this, do you push away the knowledge that people like Zig Ziglar, Dave Thomas, and Ogg Mandino were born dirt poor and that Dave Thomas made a fortune without graduating from high school?

If considering ways to help out not-for-profits in the community that do so much good for others consider being involved in fundraising. Agencies such as those who deal with the homeless, the elderly, helping at-risk youth, agencies that help disaster victims often run on a shoestring budget and are in need of financial support.

There are many ways that ordinary people can help those who less fortunate in the world. The individual can sign up as a volunteer and help the cause or give a small amount as a donation. A lot of volunteers are tasked with marketing. This means creating awareness that such a project exists. This can be achieved by knocking on the door of each house or better by organizing an event fundraiser.

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