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If you don't really know the answer to that question, you may be destined to waste a great deal of money over the next few years. Most restaurant operators spend large amounts of money each year on both advertising and marketing and often receive little or no measurable increase in profits

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

. If you don't want to join the ranks of restaurants that seem to be making contributions to their local newspapers and radio stations rather than investing in building sales and profits, it would be good to understand the difference between advertising and marketing, and use them both t

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

Examples of combination products may in

o your best advantage.

An advertising campaign is a component of your overall marketing plan. An advertising campaign uses media to promote a specific product, idea, or an event in your restaurant over a finite time frame. Depending on your budget and your target market, an advertising c

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

mpaign can be delivered to prospective customers using television, radio, newspapers, magazines, billboards, the Internet, direct mail, e-mail, faxes, and probably some other media that I haven't thought to mention here.

Marketing on the other hand, is the total plan that you are using t

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

o promote your product and services. Advertising is part of your marketing plan, but advertising is only effective if the other facets of your marketing plan are in place. These other facets of marketing would include but are not limited to public relations, product quality, pricing, serv

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

Combination pro

ce, and the atmosphere in your restaurant.

If you focus on advertising but never take the time to do your marketing homework, you may find you are spending money with little long-term impact to your sales and profits. If you are lucky and your ads actually attract new business, you must b

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

e sure your product quality, pricing, service, and the atmosphere in your restaurant are right for your new guests or they won't come back a second time.

And, of course, if you focus on your product quality, pricing, service, and atmosphere but don't advertise how great you are, your sal

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

es and profits may stagnate. The industry is filled with stories of "great" restaurants who have gone out of business because they just weren't able to make a profit. In many cases these were simply very good restaurants that didn't realize that part of being a successful restaurant is

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

dvertising.

Advertising is the only really effective way you can communicate with your guests when they are not in your restaurant. The National Restaurant Association says that the average loyal customer in your restaurant visits you 4.3 times every year. How can you build a relationshi

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

p with someone you only see once every three months? The answer is through your advertising. Send personalized messages to your guests on a regular basis and encourage them to come see you more often.

Then, track the responses to your advertising to be sure that all the advertising you

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

are doing is effective and is building profits. Of course, you can measure profits based on a one- time response to your ad, or on the long-term profits you will make from the repeat business from this customer. So which should you measure?

I would like to encourage you to make sure that

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

Following aspects would a

every visit you have from a customer is a profitable one, and I would measure the profit from the one-time response to your ad. This is the profit or return on investment from advertising. However, if you haven't done a good job on your marketing, they may not come back again.

Very few

dd to the challenges in developing combination products:

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

restaurants can remain profitable without a large core of loyal return customers. It is the profit from these return visits as well as the profit from their original visit that is the profit on marketing. This is your ultimate goal, to make your marketing and your restaurant very profita

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

le.

To put together an effective plan that will take advantage of both marketing and advertising, follow these steps:

- Analyze your restaurant and your market; determine who your competitors are, what your market share is, and what the consumer perceptions are about your restaurant.

- Ide

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

ntify your primary and if applicable your secondary guest profile. Determine if there is a viable target market you have not yet penetrated.

- Identify your "unique selling proposition". Why would a customer want to visit your restaurant? What makes you better than your competitor dow

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

the street? It cannot be price! Someone can always beat your price. Offer unique service or unique products or a unique atmosphere and then make sure everyone knows about it.

- Analyze media channels available to you (include print, broadcast, mail, electronic, direct response, etc.

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

Professional from academic institutions, pharmaceutical industries, health care indust

), and their effectiveness and cost efficiency with regard to the target audience. My experience has been that in almost every instance the most profitable marketing is done through permission-based personalized direct mail, e-mail, or faxes.

- Develop copy and layouts, storyboards an

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

d scripts; that are consistent in branding your restaurant and generate desired profitable customer action with every ad.

- Test each add to prove "believe-ability", appeal, and clarity of the message before mass distribution.

- Track and analyze the impact of each advertising campaign in

.

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

terms of profits, brand recall, message recall, market share increases, and the like.

- Instead of establishing a budget as a percentage of sales, do only profitable marketing and continue to do it as it continues to increase profits. Why would you stop?

Look around you. It's easy to tel

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

Companies that provide selfless information through particip

l which restaurants in your market understand the difference between advertising and marketing. They're busy and profitable. If fact, if you go in to check them out, you may even find out that the owner has taken the day off. Business is so good that he can afford a great support staff

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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Understanding how specific investment strategies can affect your entire commercial real estate process. A popular topic of commercial real estate is what is known as quick turning. The media has caught on to this phenomenon and generalized it. Many of the things you may have heard about quick turning are not as simple as they make them look. The general public has confused the arena of quick turning to include simple speculation. While the

The bit that really gets to me is where they say they have too many customers to answer the telephone on time. Are they deliberately trying to lose some of those customers in order to reduce the customer service workload? Certainly they will get their wish if they continue in this way. Also, many of these call centres will not ring out. This is not fair on customers.

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