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Just Other Articles - Sending Mixed Messages?
As human beings we tend to relate to one another on an emotional level, often speaking and acting before thinking. We can psych-speak all we want about being emotionally balanced and non-judgmental but we all do it, it i
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
s the nature of being a human being.
The problem here is not that we are fallible, emotional humans. The problem is that we tend to run our businesses as though they are our selves. You must begin to view your business
The problem here is not that we are fallible, emotional humans. The problem is that we tend to run our businesses as though they are our selves. You must begin to view your business
; 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
s a completely separate entity that has no emotional baggage.
If you are having trouble embracing this concept try the following exercise: Take two pieces of paper and in 30 minutes or less write two profiles. The first
If you are having trouble embracing this concept try the following exercise: Take two pieces of paper and in 30 minutes or less write two profiles. The first
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
profile should outline your business. Include everything that comes to mind about what this business is, how long it has been operating, who it serves, its position in the marketplace, the benefits of doing business with
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
/purchasing from this company, who its employees and management are, its size in terms of physical location, customer base, employees, and revenues and its intentions for the future. The second profile should describe yo
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
u as a human being. Your place of birth, where you grew up, your education, your interests and hobbies, what makes you unique, your family, your friends, your personal goals.
After completing this exercise you would ide
After completing this exercise you would ide
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
lly have come up with two unique profiles. Don't worry if yours seem too similar. It is a step in the right direction to have put this on paper and to have begun to think about how you and your company are one and the sa
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
e, yet individual at the same time. Continue to work at separating the differences in your mind and on paper until you have two totally separate profiles. Then you are ready to move on.
Now that you are clear on the sep
Now that you are clear on the sep
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rateness of you and your business. It is time to review that profile to identify the message that you want your business to convey. Without the clarity of who and what your business on its own is, you were likely sending
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
mixed messages. Allowing your business advertising and marketing to incorporate 'You' messages means incorporating your human limitations. So let's stop that and move you towards creating a Brand Image that has no limit
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tions, that is innovative, inviting and irresistible!
Identify the top three qualities that you want your business to be known for. It may be helpful to think of this in terms of what you want people to say about their
Identify the top three qualities that you want your business to be known for. It may be helpful to think of this in terms of what you want people to say about their
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
xperience of doing business with your company. The challenge usually comes in narrowing your focus to just three. Everyone wants their customers to have dozens of wonderful things to say about their company. Though to cl
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
arly create Brand X you must streamline your expectations. Don't worry, if you offer great services or products and do business in a professional manner, people will have dozens of reasons at the end of the day. The idea
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
is to ensure that your top three qualities will be articulated and felt by virtually all of your clients. This will begin to create the association between those qualities and your X company. If you think about what is
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
he best tasting soft drink what Brand do you think of? If you think about what is the cheapest soft drink what Brand do you think of? Odds are, you've thought of two different Brands of pop. Why? Because those two partic
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
lar qualities are almost always on opposite ends of the spectrum. It is extremely difficult to market yourself as the leader in both of those qualities. You must decide now what qualities you want most to be known for.
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
nce you have clearly identified what Brand X is known for, the next step is to start examining your current marketing efforts. Is your marketing focusing on these qualities, or is it all over the board. Remember to look
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
at every piece of the marketing mix: advertising, collateral, communications, physical location & image, employee image, attitudes ... you name it everything conveys a message. It is time to make every aspect of your bus
.
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
ness match Brand X.
My next article will continue our work on Branding. In the meantime, start that homework. I would suggest that even if you believe you already have grasped the concept of the difference between you a
My next article will continue our work on Branding. In the meantime, start that homework. I would suggest that even if you believe you already have grasped the concept of the difference between you a
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
d your company, that you try the exercise for validation. Be intent on scrutinizing your thoughts and actions. Be determined to investing time and effort at building your business into the great venture it deserves to be
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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