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Just Other Articles - Sell the Benefits in Your Advertising
Ignoring a product or service's benefits, choosing instead to focus on features, is considered by many marketing experts to be one of the
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
most widely committed sins in advertising.
Features are important, no doubt. Features are the things that create the benefit. For example
Features are important, no doubt. Features are the things that create the benefit. For example
; 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
Feature: Powerful 250 hp V6 engine. Benefit: Go up hills without losing speed and getting other drivers mad at you.
Feature: The most
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
owerful graphics processor.
Benefit: Never again get fragged by your friends due to low frame rates.
Notice that I try to cater the bene
Notice that I try to cater the bene
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
its directly to the target market. For the graphics processor, I didn't say that the benefit was "faster rendering of 3D maps in AutoCAD".
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
My target market for the graphics processor is video gamers, not map builders. I also spoke in their language ("frag" is common terminolog
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
among gamers that means to have your game character kill or be killed by an opponent.)
If my target market was map builders, I might cho
If my target market was map builders, I might cho
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
se the benefit of "increase productivity by substantially lowering the rendering times for all your 3D computer models!" (In this case, "f
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ster rendering" is just a feature. The benefit of that feature is the increased productivity.)
A winter coat may be water proof. How does
A winter coat may be water proof. How does
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
that benefit the person who wears it? An air mattress may be self inflatable. How does that benefit the person who has to fill it?
Are yo
Are yo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
getting the idea? Sell the benefits without forgetting the importance of the features. How do you do that? Take a look at this example:
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
he XQ-342 winter coat's inner lining is made from improved NASA technology and has a water proof outer lining [features], ensuring that yo
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
'll remain warm and toasty even on the wettest, coldest days. [benefits]
or: Save your lungs -- and time -- [benefits], with this self i
or: Save your lungs -- and time -- [benefits], with this self i
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
flatable mattress that can fully fill itself in under 60 seconds! [features]
Do see what I'm doing? In the first example I stated the fea
Do see what I'm doing? In the first example I stated the fea
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
ures, then the benefits that those features provide. In the second, I first listed the benefits followed by the features that make those b
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
nefits possible.
If selling the benefits is so important, why bother stating the features? Let's look at the example of the coat. It keep
If selling the benefits is so important, why bother stating the features? Let's look at the example of the coat. It keep
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
you warm. But why? Because it has improved NASA technology. Now when your potential customers go to look for a warm coat, they'll remembe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
that they want the one with the "improved NASA technology".
Here's an exercise to get the feature/benefit juices flowing. Make a list of
Here's an exercise to get the feature/benefit juices flowing. Make a list of
.
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
all the features and benefits of your product or service. When you have a good list going, categorize each item as a feature or benefit. T
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
en, start drawing lines connecting each feature with the benefit(s) it provides.
Now go forth, repent, and sin no more. Sell the benefits
Now go forth, repent, and sin no more. Sell the benefits
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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