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Just Other Articles - Staying True to Your Brand...
The conference room door slid open. I completed a meeting with a potential client. He represented a young financial firm ready to print a new marketing piece. His company wanted to capture more leads and stand out f
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
rom their competitors.
I couldn't agree with him more...
Because most of these firms blab about how good they are, what they specialize in, why their goals are important, and include a default menu of all their pl
I couldn't agree with him more...
Because most of these firms blab about how good they are, what they specialize in, why their goals are important, and include a default menu of all their pl
; 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
ans. Their cub copywriters attempt to impress you with their college vocabulary and are involved in a diabolical scheme to control your mind through keyword dumping. If they repeat certain words enough times—it will
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
finally sink in after the twelfth time, a light bulb goes off inside the prospect's head, and then they will take action.
That doesn't fly.
If I wanted a Pepsi and you kept suggesting Coke—that's not enough to get
That doesn't fly.
If I wanted a Pepsi and you kept suggesting Coke—that's not enough to get
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
me to buy a Coke. But if you said FREE Coke, that's different. You've changed the emotional triggers.
Back at the office...
I stipulated I'd do the project on one condition: I would transform their corporate driv
Back at the office...
I stipulated I'd do the project on one condition: I would transform their corporate driv
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
el into client benefits. (Ahem, not in those words.) I explained it would be a disservice to his company if I repeated the sterile announcements written about their company. Their response rates would stay the same
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
nd I wouldn't remain true to my brand.
My brand falls into the category of direct response marketing. I didn't want to be known for creating corporate fluff. And I'm not afraid to turn away projects that require th
My brand falls into the category of direct response marketing. I didn't want to be known for creating corporate fluff. And I'm not afraid to turn away projects that require th
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
at.
How can I turn away money? Just do what they want and get paid. Am I nuts?
No.
I believe my reputation and brand are more important than getting paid work. If I get branded as a utility writer, then clients w
How can I turn away money? Just do what they want and get paid. Am I nuts?
No.
I believe my reputation and brand are more important than getting paid work. If I get branded as a utility writer, then clients w
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ho want a pure, direct-response copywriter wouldn't hire me. And they are the ones who write the big checks.
That's why I didn't want to commingle my brand. I didn't want to be painted with the same brush as those
That's why I didn't want to commingle my brand. I didn't want to be painted with the same brush as those
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
tility writers. That would be costly.
Here's an illustration:
Luciano Pavarotti is known for his dynamic operatic tenor voice. If he decided to make waves into Country Western music, he'd gain some new Country Wes
Here's an illustration:
Luciano Pavarotti is known for his dynamic operatic tenor voice. If he decided to make waves into Country Western music, he'd gain some new Country Wes
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tern fans, but he'd lose a greater deal of opera fans. And eventually, music fans wouldn't know what to make of him because he has tainted his brand.
What about you...
What is your brand? How do people label you?
What about you...
What is your brand? How do people label you?
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
What are you known for? Are you a princess at one skill, or a pauper of many?
Do people say, "Oh, Sandra's an accountant. She's great with numbers. Her reports are always neat and timely. And she's speedy with the
Do people say, "Oh, Sandra's an accountant. She's great with numbers. Her reports are always neat and timely. And she's speedy with the
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
en key."
Or do they say, "I saved over $2,700 with Alexi. She's a wiz at reducing taxes."
Whom would you hire to do your books?
Sandra's description is too general, and that can kill her business. Alexi's descrip
Or do they say, "I saved over $2,700 with Alexi. She's a wiz at reducing taxes."
Whom would you hire to do your books?
Sandra's description is too general, and that can kill her business. Alexi's descrip
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
tion positions her as an expert who saves money for her clients. And isn't that someone you want crunching your numbers?
If you don't have a brand, go out and build one NOW. Be specific. Don't be tempted to become
If you don't have a brand, go out and build one NOW. Be specific. Don't be tempted to become
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
branded as a solver of multiple problems. Become known as the sharpshooting solver of one major headache.
And if you already have a brand—stick to your guns. People will seek you out and pay high dollars if they kn
And if you already have a brand—stick to your guns. People will seek you out and pay high dollars if they kn
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
w you are the pre-eminent expert in your field. But if your brand is muddied: improve it by becoming known for helping people with their "blank."
Here's what you should avoid...
I met an event planner at a network
Here's what you should avoid...
I met an event planner at a network
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
ing event. She knew her craft and had a lot of experience according to her website. I read her blog and found she moonlights as a pet sitter, and as a make-up sales rep.
That picture I had of her as an event planni
That picture I had of her as an event planni
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ng expert was shattered. She wore too many different hats. She's diluted her brand. I don't know whether to call her for make-up advice or for dog sitting. But I'll probably end up not recommending her at all.
But
But
.
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
ou won't repeat her mistake because you'll come up with a specific brand that people will know, trust, and recommend.
Tommy Yan helps business owners and entrepreneurs make more money through direct response market
Tommy Yan helps business owners and entrepreneurs make more money through direct response market
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
ing. He publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com
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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