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Just Other Articles - Do You Deliver On Your Brand Promise?
The 3 mistakes businesses make that affect long term success
No matter how great your logo or strategy, if you don’t deliver on your brand’s promise your business will flounde
No matter how great your logo or strategy, if you don’t deliver on your brand’s promise your business will flounde
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
r or die. Neither is what you want.
A brand promise is what you say you’re going to deliver and the expectations you create in the customers’ minds. Fred Smith built FedEx wit
A brand promise is what you say you’re going to deliver and the expectations you create in the customers’ minds. Fred Smith built FedEx wit
; 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
h great commercials that featured an extremely memorable tagline that is “absolutely positively” stuck in our minds. They were clear about what they were going to deliver and t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hey made good on the promise. They have become the yardstick we measure other carriers by.
Business leaders make three critical mistakes in developing and executing their bran
Business leaders make three critical mistakes in developing and executing their bran
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
d’s promise. We’ll summarize them here and cover them in more detail in the next two issues of BrandReturn.
The first mistake is to refuse to recognize that consumers develop
The first mistake is to refuse to recognize that consumers develop
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
expectations about the brand before they ever come into contact with it.
Whether you realize it or not, customers start to interpret your brand’s promise based on things as si
Whether you realize it or not, customers start to interpret your brand’s promise based on things as si
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
mple as the business category you’re in. If you run a gourmet restaurant, customers will create a mental picture of a dining experience vastly different than the one they expec
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
t at the local diner. This is one of the many reasons you must agonize over the smallest details. Items you see as trivial all send messages interpreted by the customer. For ex
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ample, the mental image of a gourmet restaurant doesn’t include paper placemats or plastic menus.
The second critical error is to use a system that contributes to a negative e
The second critical error is to use a system that contributes to a negative e
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
xperience for the customer.
Leaders focus on creating efficiencies to save time and money. Humans tend to be self-centered creatures, so our natural thought is to save time fo
Leaders focus on creating efficiencies to save time and money. Humans tend to be self-centered creatures, so our natural thought is to save time fo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
r us and save money for us.
Do you take credit cards? Why don’t you? Do you take all of the major credit cards or do you just take Visa and MasterCard? If you don’t take cards
Do you take credit cards? Why don’t you? Do you take all of the major credit cards or do you just take Visa and MasterCard? If you don’t take cards
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
at all or don’t take American Express, does it have anything to do with the cost? Look at what you’re saving compared to the sales you’re losing. What other systems do you hav
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
e in place that are a hassle for customers? If service is part of your brand promise, any small detail that inconveniences the customer says “We’re not really service oriented”
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
and encourages the customers to go somewhere else.
The third mistake is failure to hire only the best candidates. When you fall prey to the warm-body syndrome and hire just a
The third mistake is failure to hire only the best candidates. When you fall prey to the warm-body syndrome and hire just a
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
bout anyone who applies, then fail to invest the time and effort to effectively train them, you are setting your customers up for a mediocre experience at best, and a terrible
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
experience at worst. Your brand promise is delivered by your staff. If your goal is to be the leader in your business category you’ll never get there unless you take the time t
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
o invest in selecting only the finest staff possible. If you hire people who are barely polite, who don’t come dressed appropriately for the interview, and who are not service
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
oriented, your competition should send a thank you card for all the business you’re going to send his way.
Your next step: Review where you stand on these 3 issues and
Your next step: Review where you stand on these 3 issues and
.
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
get opinions from others including customers, mystery shoppers, and others who will give you honest information.
© 2006 Abiah Designs. Visit elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
© 2006 Abiah Designs. Visit elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
abiahdesigns.com">http://www.abiahdesigns.com for additional articles and information on building a brand that resonates with your target market and to view their portfolio
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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