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Just Other Articles - Marketing Your Business With Case Studies
Marketing is all about credibility, the more your customer believes in your advertising the more likely he is to purchase your service or product.
A great way to increase th
A great way to increase th
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
e credibility of your marketing is to let your satisfied customers sell your service or product for you. Case studies are a wonderful way to do this.
Case studies can be use
Case studies can be use
; 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
d as stand alone advertising or they can be embedded into longer manuscripts to increase their lead generating power.
Stand alone uses are as short articles and press releas
Stand alone uses are as short articles and press releas
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
s. You can indicate in the text that a longer version, with more detail, is on your website and generate additional traffic.
Where case studies really display their benefits
Where case studies really display their benefits
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
is when they are used to enhance marketing pieces like white papers, booklets, CDROMs, and websites.
You’ve created a great white paper defining your customer’s problem and
You’ve created a great white paper defining your customer’s problem and
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
educating them on how to solve it, then you start to tell them how your product meets their need better then anybody else’s product. Sounds like the perfect white paper, does
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
n’t it?
But is it? Wouldn’t it be better to show them instead of just telling them? Showing increases “buy in” from your readers. Case studies do just that. They show your c
But is it? Wouldn’t it be better to show them instead of just telling them? Showing increases “buy in” from your readers. Case studies do just that. They show your c
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
stomer how others used your product to solve their problems. They make your product claims believable.
Nothing your copywriter puts on paper is as powerful as the hone
Nothing your copywriter puts on paper is as powerful as the hone
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
st expression of a satisfied customer.
So how do you create a case study? First you need to talk to your customers and find out what they liked about your product. I
So how do you create a case study? First you need to talk to your customers and find out what they liked about your product. I
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
terview them and get plenty quotes.
Don’t forget to get a signed release so you can use their comments in your case study. This is important. To get the maximum benefit you
Don’t forget to get a signed release so you can use their comments in your case study. This is important. To get the maximum benefit you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
need to give full attribution in your case study.
For example, R. P. in Texas doesn’t cut it. Rick Parrott, Parrott Writing Services, San Antonio, Texas is much better becau
For example, R. P. in Texas doesn’t cut it. Rick Parrott, Parrott Writing Services, San Antonio, Texas is much better becau
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
se it puts a face behind the words. People can identify with Rick Parrott, who can identify with R. P. in Texas?
The structure of a case study is really simple and straight
The structure of a case study is really simple and straight
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
orward.
Case Study Structure
Step One: Tell your readers about your customer. Make them see her as a real person.
Step Two: Define the problem in term
Case Study Structure
Step One: Tell your readers about your customer. Make them see her as a real person.
Step Two: Define the problem in term
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
s that your reader can understand.
Step Three: Show the process your customer went through as she tried to find a solution. Make your reader identity with your custom
Step Three: Show the process your customer went through as she tried to find a solution. Make your reader identity with your custom
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
r. If your reader says, “Hey that’s happening to me!” you’re dead on target!
Finish step three with your customer selecting your product.
Step Four: In this step you
Finish step three with your customer selecting your product.
Step Four: In this step you
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
will need to show your reader the process required to implement the solution selected by your customer.
This step is also a good place to discuss the results and benefits y
This step is also a good place to discuss the results and benefits y
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
ur customer received because she selected your product.
Step Five: Finally, have your customer tell how well your product solved her problem and if she would recommen
Step Five: Finally, have your customer tell how well your product solved her problem and if she would recommen
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d it to others.
Most case studies seem to run between 600 and 1500 words. You want to use enough space to get the message across that your product does what you claim it doe
Most case studies seem to run between 600 and 1500 words. You want to use enough space to get the message across that your product does what you claim it doe
.
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
.
Let the document into which you embed the case study supply most of the details, use just enough in your case study to help the reader identify with the problem and soluti
Let the document into which you embed the case study supply most of the details, use just enough in your case study to help the reader identify with the problem and soluti
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
on.
One final thing, I find keeping the tone of your case study conversational is better. Who wants to read long boring text? Use your customers own words when ever possible
One final thing, I find keeping the tone of your case study conversational is better. Who wants to read long boring text? Use your customers own words when ever possible
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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