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Just Other Articles - Sustainable Marketing - The Conflict (First of 3 Articles)
David Thorp, Head of Insights at the Chartered Institute of Marketing (CIM) noted,
"Marketers should be at the forefront of this change as the key communicators of the bra
"Marketers should be at the forefront of this change as the key communicators of the bra
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
nd and organisational values. In the future, marketing will be as much about changing attitudes and behaviours as it is about increasing market share".
And, of course, the
And, of course, the
; 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
e is a conflict in sustainability, which I’ll talk about in a minute. First let’s look at how sustainability is being pushed by our industry.
The GreenAwards
The GreenAwards
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
g>
The 2006 GreenAwards celebrated and rewarded marketing that communicates sustainability through one of these categories:
The 2006 GreenAwards celebrated and rewarded marketing that communicates sustainability through one of these categories:
- Press advertisement
- TV adve
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
tisement Radio advertisement Outdoor advertisement Online advertisement Direct mail B2C and B2B PR Packaging des
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
gn They do have more award categories but it’s clear that, other than for packaging design, the award categories are rewarding the message and the way the messag
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 is presented, rather than encouraging marketers themselves to use more sustainable ways of communicating their message.
The Direct Marketing Association (DMA)
The Direct Marketing Association (DMA)
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
rong> The Direct Marketing Association (DMA) has thoughtfully produced an ebook called "Producer Responsibility for Direct Mail and Promotions" and is available fo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
download from their web site.
In addition the DMA has formed a relationship with PlanetArk.org, co-founded by tennis player Pat Cash and partnered with Reuters. PlanetArk
In addition the DMA has formed a relationship with PlanetArk.org, co-founded by tennis player Pat Cash and partnered with Reuters. PlanetArk
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
is aimed at increasing the world’s environmental awareness and activity. The relationship with the DMA is to reduce the direct mail sent to landfill in the UK.
The aim her
The aim her
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
is for people to sign-up to the mailing preference service so that the amount of mail delivered is reduced.
PlanetArk and the DMA issue postcards to publicise the mailing
PlanetArk and the DMA issue postcards to publicise the mailing
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
preference message through Citizen’s Advice centres and cafes throughout the UK. They’ve also run adverts in newspapers with the same message.
The Conflict In Sus
The Conflict In Sus
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
ainability In The Daily Mail in August 2006 an article explained about a postman called Roger Annies who popped a leaflet through his residents letterboxes explain
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
ng how they could sign-up with the mailing preference service to avoid "junk mail."
Unfortunately, whilst at least 70 of his customers sent in a request to stop direct mai
Unfortunately, whilst at least 70 of his customers sent in a request to stop direct mai
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
, his bosses in The Royal Mail were not impressed and suspended him.
The Royal Mail, and any other postal service, has a vested interest in delivering as much mail
The Royal Mail, and any other postal service, has a vested interest in delivering as much mail
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
as their infrastructure can handle. Otherwise they’re not maximising their revenues.
And this example really highlights the ambiguity of sustainability within mar
And this example really highlights the ambiguity of sustainability within mar
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
keting.
On the one hand institutions, such as the DMA, are able to suggest grand targets for improving sustainability in marketing. In this case direct mail. And on the ot
On the one hand institutions, such as the DMA, are able to suggest grand targets for improving sustainability in marketing. In this case direct mail. And on the ot
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
er hand companies that are earning revenue from unwanted mail have a profit motive in allowing the status quo to remain.
A book that has been recommended on this subject i
A book that has been recommended on this subject i
.
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
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
e Marketing: Managerial-ecological Issues.
I will discuss marketing and business areas where sustainability is a problem and what you can do about it in later articles
I will discuss marketing and business areas where sustainability is a problem and what you can do about it in later articles
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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