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Take this as an absolute: If you want your brand to steal market share, you must find a means to convince your competitors’ customers to change their minds and their purchasing behaviors.

In other words, you must get them to stop doing what they are currently doing and choose differently.

There are many reasons why exci

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

ting this customer change is a difficult endeavor. Among the most obvious is simply inertia of rest. Your customers, like those of your competitors, are change adverse. There is an old marketing adage that says, “It is easier to keep current customers than it is to get new ones.” As barriers to change, there is also force

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

Examples of combination products may in

of habit, satiation and God forbid, your competitors’ customers might even be satisfied with their current product or service.

Strategically, there are many disciplines that we follow when creating brands and marketing strategies that steal market share. We utilize every one of them in the marketing strategies we create

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

for our clients so that they can spend their marketing dollars more efficiently and win without having to be the biggest spender with the largest share of voice. When a brand firm, marketing company, or ad agency says the answer to growing market share is simply to “spend more” it demonstrates a simple lack of understand

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

ing about your customer and their relationship with the brands they currently use and buy.

Permission is an Imperative

For those of you who believe that you can effectively influence the purchase decisions of your most coveted customers without making fundamental changes to your brand — read no further. Our advice to yo

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

Combination pro

is “spend more” and watch your competitors who are dedicated to building their brand as an impetus for growing market share take-off, even without the largest share of voice.

For those of you who have come to realize that all of the marketing and advertising arguments that you put forth in the competitive market place f

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

ind their permission to be important in the DNA of your brand, read on. Trying to fix your marketing and advertising efforts without a fundamental understanding of what your brand is and how it provides “permission” to your target market is like taking an aspirin to treat a brain tumor. The process may give you some tempo

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

rary comfort but the outcome is anything but positive. Our goal is not a temporary spike in sales, any ad agency can do that by “spending more.” Rather our goal is to change customer behavior permanently through weaving the essence of our target customer into the brand. Changing customer behavior may be a bit of a misnome

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

r really because in reality, brand permissions must change to more effectively reflect the precepts of your customer, not vice a versa. But, the end result is the same… the customer chooses differently.

The Two Rules

There are two basic rules to get your target to choose differently – change their hearts and change thei

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 minds. You can’t expect your competitors’ customers to abandon their existing brand unless your brand can break into BOTH their emotions and their intellect. This is the foundation for what a successful a share-stealing brand does – it breaks into both the hearts and minds of your competitors’ customers.

Most brand com

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

anies design brands that appeal to your customers’ hearts and a few build brands that appeal to their minds. This is because they see brand as equity and not as the very basis of persuasion. This bipolar brand strategy is not nearly enough. You have to be able to break into the customers’ hearts AND minds at the same time

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

Following aspects would a

, to steal them. This is how the experts at Stealing Share build brands to maximize growth and it is surest way to ensure continuous share growth with your existing investments.

A Scientific Approach

How do we scientifically do this with great consistently? First you must research your customers’ emotional and intellect

dd to the challenges in developing combination products:

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

ual precepts:

1. We identify their emotional bonds to their existing brand.

2. We identify their mental bonds to their existing brand.

3. We isolate their most powerful motivations, so we discover how we can steal their hearts.

4. We isolate their most powerful convictions so we can discover how we can steal their min

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

ds.

Then we develop the most powerful emotional and mental strategy.

5. We combine our understanding of their emotional bonds to their existing brand with our understanding of their most powerful motivations to develop your strategy for stealing their hearts.

6. We combine our understanding of their mental bonds to the

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

ir existing brand with our understanding of their most powerful convictions – to develop your strategy for stealing their minds.

7. We then fuse emotional appeal and aesthetics into a motivating and penetrating look and feel that will steal their emotional desires.

8. We then combine truth and reason into a message that

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

will steal their intellectual self-description.

In short, we transform the research insights into an emotional and aesthetic appeal and to steal their hearts, and construct a factual and rational message to steal their minds. This requires more then just a logo and theme line, it requires an integrated and robust marketi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng plan and advertising program to be built around the key insights that formed the rock solid foundation of your brand strategy.

One thing is for certain; your most coveted customers seek a defined level of consistency in their life. Not so long ago, brand management used to think that consistency was their hallmark for

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

a great brand. However, our understanding of the depth of that consistency has changed as we have made effectiveness and permissions our science. Consistency is about honest permissions. It is graded not on consistency of color, form and message (which are all important too) but in consistency of promise and scope of per

.

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

mission.

Any promise or claim that your advertising makes that is not granted full permission from the brand strategy that it is built upon is less than half effective. Without full permission from the brand strategy derived from a complete understanding of the target whose essence is encapsulated in the brand, the simpl

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

Companies that provide selfless information through particip

e answer is to “spend more” because more than half of your marketing dollars will have been wasted on an ineffective message. Following two simple rules, you can be more effective than your competition by making your marketing dollars work harder for you instead of having to work harder for more marketing dollars to spend

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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