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While working in the direct mail industry for a company whose clientele was 75% real estate, I witnessed the production and distribution of more than 70,000 real estate marketing pieces each week.

A common but unfortunate trend I no

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

ticed was the overburdening of marketing messages. In other words, many of the marketers wanted their messages to do more than they were capable of doing.

I'll elaborate. But first, a quick marketing primer:

Creating an effective m

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

Examples of combination products may in

arketing message usually calls for a three-step approach. You must define your audience, your goal and, ultimately, your message — in that order.

1. Define your audience
Who are you marketing your services to? Who are yo

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

u hoping to motivate and persuade? Sure, you want to reach homeowners or homebuyers — but get more specific than that.

Go beyond the obvious. Take notes about each client you work with and then compile the notes. Review them prior 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

each marketing project you undertake.

Create a mental picture of your typical prospects. Visualize them in your mind's eye. What do they look like? What do they want? What fears wake them in the night? What happiness do they seek?

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

Combination pro

When you can answer all of these questions, you can move on to the next step, defining your goal.

2. Define your goal
Under this step you might add the sub-steps of clarifying and simplifying your goal. The clear part i

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

s obvious — a clearly defined goal is a goal more easily attained. By “simplify,” I don't mean making your goal trivial or unworthy of pursuit. I mean reducing the goal to its purest form.

Strip away anything that's not critical to

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

the precise objective you want your reader to take. If you have several goals for your marketing message to accomplish, you haven't simplified enough! Boil it down to one specific action (like the example that follows later).

3.

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

efine your message
Based on your audience and your goal, what must your message do to bridge the gap? What should you say or write to get your audience to move toward the desired action?

Process in Practice
I've

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

simplified the above process, but all the fundamentals are there. Now it's time to get specific. Let's look at how these real estate marketing factors might come together to drive an actual message geared toward an actual audience.

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

Let's say you're primarily a buyer's agent, so your audience would obviously be people shopping for homes. You've done some research on homebuyer demographics in your area, you've got a good mental picture of your audience, and you'

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

Following aspects would a

ve made a list of things that are important to them.

Now it's time to define your goal.

The Key to Goal Definition
Don't confuse your ultimate goal with your messaging goal. In other words, don't define a messaging goal

dd to the challenges in developing combination products:

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

that your message can't deliver. Instead, go for the low-hanging fruit.

Let your real estate marketing message do what it's good at. Let it move the reader one step closer to a larger, more ultimate goal. That's what marketing messa

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

ges have been doing effectively for decades, moving readers toward specific, achievable actions.

For instance, if your ultimate goal is to gain a new client, the goal of your messaging might be to initiate first contact (a phone cal

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

l or email) from that prospective client. This would be an excellent messaging goal for two reasons:

First, it's a goal your message can actually accomplish.

Secondly, it's a goal that can support your overal

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

l goal of client acquisition. Here's why: An NAR survey sponsored by the Gooder Group found that 74% of people shopping for a real estate professional go with the first one they call. That means if you earn that first call from a pro

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

Professional from academic institutions, pharmaceutical industries, health care indust

pect, you have a 74% chance of turning them into a client.

Think of It This Way
You're not selling a toaster. You're selling the real estate services you provide — services that have an impact on the finances

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

and ultimate happiness (or unhappiness) of your clients. Those are weighty issues.

Words on paper can sell a toaster. Words on paper cannot sell your prospects on your ability to deliver. Words can, however, sell your prospects on

.

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

the next step they might take (in this case, calling or emailing you). After that first contact, there's plenty of time to show them your ability to deliver.

Give your real estate marketing message a break from unreasonable expectat

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

Companies that provide selfless information through particip

ions. Let it do what it's best at. Let it move the reader forward in your ultimate plan.

* Copyright 2006, Brandon Cornett. You may republish this article if you keep the byline and author's note, and also leave the hyperlink intact

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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