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Just Other Articles - The Ad and Face That Flushed a Thousand Toilets
This story is about a plumber, and while that might not sound relevant to you, if you've ever advertised your business, if you're currently advertising your business or if you plan to ad
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
vertise your business - you need to read this.
Jim and Rebekah Ypma own Sonoran Desert Plumbing (SDP), about a year ago they asked me to design an advertisement that w
Jim and Rebekah Ypma own Sonoran Desert Plumbing (SDP), about a year ago they asked me to design an advertisement that w
; 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
ould help to separate them from the competition. SDP did not have a brand image or any way to separate them from the rest of the field, consequently, prospects didn't pay them much atten
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tion and they had to compete on price more than they would like; that's where we came in.
Plumbers love to advertise in the yellow pages, so there's a tremendous amount of competition,
Plumbers love to advertise in the yellow pages, so there's a tremendous amount of competition,
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
hat's the bad news; the good news is that 95% are under leveraged, boring and ineffective ads that most people are inclined to ignore.
Take a moment to look at the plum
Take a moment to look at the plum
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
bing section in the yellow pages, what do you see? You see questions like, "Do you need a plumber" or the obligatory plumber's van in the ad. Well, these two ideas fail the "Well
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
, that's obvious" Test, which all marketers/designers should know; if the idea or information you are placing in the ad is obvious, take it out.
For example, "Do you need a plu
For example, "Do you need a plu
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
mber?" Well, I am in the plumbing section, there's a good chance that I do. And you might guess that a plumber might drive a van over a semi truck or an Infiniti FX 35. Make sure
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
that the content in your ad address your prospect's pain, problem and wants, if what you are thinking of putting in there doesn't, you need to get rid of it.
So what's the solu
So what's the solu
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
tion? In order for this ad to be effective, we had to find out how people and why people selected one plumber over another, and finally, we wanted to get to the root of why people chose
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
to work with Sonoran Desert Plumbing.
After talking with Jim and Rebekah, we determined it was Jim, his friendly demeanor, boyish looks and yes, his smile that made people feel at ease.
After talking with Jim and Rebekah, we determined it was Jim, his friendly demeanor, boyish looks and yes, his smile that made people feel at ease.
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
It turns out that prospect's are apprehensive about having a stranger they don't trust in their house - imagine that!
Despite some initial reluctance to break away from the crowd, Jim
Despite some initial reluctance to break away from the crowd, Jim
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
greed to have us photograph him and feature him, and his smile in the ad.
Well, the ad worked, it really worked!
In fact, here is the reaction I received:
"T
Well, the ad worked, it really worked!
In fact, here is the reaction I received:
"T
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
hank you so much for all of your hard work on our logo & ad! You did a fabulous job! The ad was a home run, we love it! I feel we hit the nail on the head with adding his picture to the
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
ad, people are noticing it, talking about it, and calling! It feels good to have professionals in the artwork and design field comment on what a great ad it is too! We are very proud of
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
it."
What can this case study teach you about how to invest in an effective ad?
What can this case study teach you about how to invest in an effective ad?
- Work with a designer who is business and marketing savvy, if you want
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
esults from your investment, this is the only way to go.
Don't follow the crowd unless you want to blend in with them.
Remember that people don't talk or pay attentio
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n to businesses that are just like all the others
Find out why clients really do business with you and use this as a part of your marketing message
Hone your mar
.
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
keting strategy around the real value and benefits clients receive from you.
Tell new prospects about the experiences your clients have had with you.
As
As
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
a final note, I'd like to thank Jim and Rebekah Ypma for allowing us to feature their story. You can find out more about them at www.sonorandesertplumbing.com
Thanks Jim and Rebekah
Thanks Jim and Rebekah
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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