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Just Other Articles - How Branding, MarComm and CRM Relate
The most important single distinction we must make in our target group for any brand is the one between prospects and customers. This is because these two groups play very different roles in our business building program.
There are two broad strategic activities involved in in
There are two broad strategic activities involved in in
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
creasing our brands’ market share. We have to keep getting more revenues. And we have to avoid losing revenues we are already getting.
We will never grow our market share if we don’t keep in-creasing our revenues. We will also never grow our market share if we keep losing mo
We will never grow our market share if we don’t keep in-creasing our revenues. We will also never grow our market share if we keep losing mo
; 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
re revenues than we are getting.
Each of these two strategic activities involves two functions:
There are two broad ways to keep getting more revenues:
1. We have to convert more prospects into customers.
2. We have to get our existing customers to use more of our pr
Each of these two strategic activities involves two functions:
There are two broad ways to keep getting more revenues:
1. We have to convert more prospects into customers.
2. We have to get our existing customers to use more of our pr
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ducts or services.
And there are two broad ways to avoid losing revenues we are already getting:
3. We have to avoid disappointing customers’ experience of our products or services.
4. We have to avoid disappointing customers in all the other the experiences they migh
And there are two broad ways to avoid losing revenues we are already getting:
3. We have to avoid disappointing customers’ experience of our products or services.
4. We have to avoid disappointing customers in all the other the experiences they migh
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
t associate with our brand.
Of the four strategic functions, the first, that of converting more prospects into customers, is, by far, more difficult than the other three.
This is because this function involves overcoming two major barriers:
a) prospects have little or no
Of the four strategic functions, the first, that of converting more prospects into customers, is, by far, more difficult than the other three.
This is because this function involves overcoming two major barriers:
a) prospects have little or no
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nterest in or any relation-ship with our brand;
b) prospects are already engaged in another activity that we will have to discontinue, typically that of using our competitor’s product or services.
This is the function that focuses on our prospects, the people who possess t
b) prospects are already engaged in another activity that we will have to discontinue, typically that of using our competitor’s product or services.
This is the function that focuses on our prospects, the people who possess t
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
he money that is not yet being transmuted into our revenues, and are therefore the most important target toward increasing the market share of our brand.
Prospects have to made to notice our brand, they have to be made to get interested in our brand, they have to be made to des
Prospects have to made to notice our brand, they have to be made to get interested in our brand, they have to be made to des
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
re our brand, and they have to be made to prefer our brand over its competitors, and ultimately, of course, they have to be made to purchase our brand, which is when their money becomes our revenues, and when prospects become our customers.
The remaining three strategic functio
The remaining three strategic functio
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ns, that of increasing customers’ usage, and avoiding disappointing them either with our products/services or in any other way, are, relatively, significantly easier. This is because all three of them involve dealing with people who, as existing customers, are already in a rela
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
ionship with us. As such, these three strategic functions involve a degree of receptivity toward us from the people we are addressing. Indeed, with today’s interactive media, it has become easier for us to know them individually by name, know where they live, how to reach them
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
, and be familiar with their demographics of gender, age, education, lifestyle, and other habits; and their psycho-graphics of values, interests and other preferences.
Coming back to the first strategic function, that of converting prospects into customers, we have literally to
Coming back to the first strategic function, that of converting prospects into customers, we have literally to
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
transform their existing disinterest toward our brand into a relationship. This toughest business challenge involves, above all, the WHAT of branding, and the HOW of MarComm, advertising, sales promotions, merchandising, pricing, distribution, packaging and other marketing and
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
communications media and activities.
Branding is the most important of these because it is the conceptual essence of the entire business building effort. Branding comprises the cluster of concepts and signals that have the challenge of overcoming the greatest barriers between
Branding is the most important of these because it is the conceptual essence of the entire business building effort. Branding comprises the cluster of concepts and signals that have the challenge of overcoming the greatest barriers between
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
us and the prospect – those of their disinterest and pre-existing preferences and habits. The disciplines and media of sales, advertising, sales promotions, distribution, pricing, merchandising and packaging, etc. then have to deliver this brand communications essence to the pr
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
spect so that it can break through the barriers of disinterest and prior practice.
CRM, or customer relationship management should cover all the HOWs involved in maintaining and strengthening the relationship with the customer, once branding has broken through and established t
CRM, or customer relationship management should cover all the HOWs involved in maintaining and strengthening the relationship with the customer, once branding has broken through and established t
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
he relationship.
In this, CRM must remain consistent with the brand communications essence, which lives on in the customer as a cluster of expectations and signals, which is the de facto the brand. Just as the above mentioned sales, marketing and communications functions must
In this, CRM must remain consistent with the brand communications essence, which lives on in the customer as a cluster of expectations and signals, which is the de facto the brand. Just as the above mentioned sales, marketing and communications functions must
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
eliver the brand through media and locations, CRM must deliver, and stay true to the brand essence through all its human and other experiential interactions with the customer.
So every element of the functioning relationship with the customer, the ease of opening the package, t
So every element of the functioning relationship with the customer, the ease of opening the package, t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
he ease of use of the product, the performance of the product, the disposal of the packaging, the messages received by the customer, the experiences of the customer with customer service staff, with billing staff, with credit control staff, with collections staff, with vehicles
.
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
earing our brand’s logo, all must not only avoid negative residue, but also regard themselves as brand communications as well, and deliver all these activity-media in ways that are consistent with the brand.
It must be noted that CRM can also contribute indirectly to increasing
It must be noted that CRM can also contribute indirectly to increasing
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
revenues and market share as well. This can be accomplished by fulfilling the brand essence vis a vis the customer so thoroughly via the latter’s experiences, that customers are delighted enough to make the effort to recommend it to other people who also happen to be prospects
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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