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How to Give Good Sonic Personality©

We live in an age of metrics. Traditional and new media advertising agencies often substitute metrics for understanding. Mathematical models create the appearance of scientific analysis, when in fact they are often manipulated t

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

o support a preselected agenda. We all know data can be massaged to conform to almost any conclusion. Besides, most small owner-managed companies can't afford the expense of these agency-driven number crunching solutions. The real question is, do these metrics ac

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ually help us connect to our customers, who just happen to be people?

Emotions Win Over Rationality

After all, we are dealing with people, and people react to information on both a rational and an emotional level. If everyone bought goods and services based on a

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

strictly rational basis, we would all be driving Smart Cars and wearing Old Navy jeans. People make decisions based on a perception of reality, rather than a rational analysis. Without getting too metaphysical, in business there is no reality, only perception. We

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

believe what we think is true, or what is presented to us as true. Information is colored by who and how, the message is delivered.

Trying to Make 'Senses' Out of Life

We experience our lives through our senses. We see, hear, touch, and smell. It is through these s

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

nses that we create what passes for reality, and on that perceived reality we make our so-called rational decisions.

Left on their own, people will interpret what they sense in very individual ways. What tastes good to you makes me gag. The woman I think is beauti

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

ful you think is ugly. That is until we our told in some convincing communication, what we should think.

Skinny, shapeless, superior super models are beautiful because we are told over and over that they are, and ultimately we mostly learn to agree. So what does t

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

is all mean: reality is a managed state of mind. We are either the managers or the managed. Sounds pretty icky, doesn't it, but there it is, and I for one rather be one of the managers than one of the managed.

Managing Perception

We have all been told from early

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

on that 'a picture is worth a thousand words.' How many times have you quoted this famous saying? And you actually believe it, after all Confucius wouldn't lie, would he? According to Jack Trout, in his book 'The New Positioning,' what Confucius actually said was

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

"a picture is worth a thousand pieces of gold." Not the same thing at all is it? There is actually no evidence that Confucius made either remark.

The documented origin of the famous expression has been traced back to a guy named Fred Barnard who sold tram adverti

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ing in the 1920s by stating the claim in his advertisements. Originally he claimed it was an old Japanese proverb, but later changed his story and issued Chinese lettering with a translation in his ads. Who knows what the truth is, maybe old Fred invented the exp

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ression himself, but most people believe Confucius said it, and that's reality, even if the damn thing was made up.

What You See is Nice, But What You Hear You Remember.

People want to believe what they see is the most important element in delivering a message, b

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

t I would argue that what you hear outweighs even what you see. Think about it. Companies spend millions of dollars on attractive logos and pithy corporate names, and I have no argument with developing a proper logo or a great name. But successful company names a

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

nd logos have an element inherent in their design that goes beyond how they look. It is how they sound. When you see a visual brand representation, a signal goes off in your head and a little voice whispers that company name. Try to think of a popular corporate log

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

without the name of that company sounding silently in your head. Sound, and more specifically the human voice, is the most under utilized marketing tool we have at our disposal. And it's ready to hit The Web, big time.

The Web is Made for Sound

The Web is a mu

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

timedia platform and your website should utilize every possible tool available to create your reality and to deliver your marketing message. No one was able to stop the flood of images from overtaking the Web, and soon audio will follow. Now I hear the screams of

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

some crying out against the multimedia pollution on the Web, and I'll agree that it will surely come. But here's the thing, agreed most companies will implement sound on the Web all wrong and it will be just more noise, but if YOU do it right, you'll be the winner

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

Your message will get through the noise, and you will define reality, and manage the perception of your audience. The question then is how do you effectively implement voice-audio on the Web?

Audio - The Human Connection

I started this series of articles by stat

.

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

ing that the way to break through the liquid crystal barrier was with a human voice that delivers a Sonic Personality© for your business. We've talked about how you must create the basis for a business personality by first defining who you are, what you do, and w

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

y you do it better than the competition. We've also talked about focusing on the core values of what you want to do for your audience, and not confusing them with all the things you can do. So now we are ready to craft your Signature Voice - your Sonic Personality©

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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Giving corporate or business gifts can help you stay in touch with prospects and clients. It can also help you show appreciation for someone’s business, establish new relationships, mend relationships, obtain referrals and build customer loyalty. Follow these guidelines to ensure that your business gifts are effective!

Interested in saving money on your packaging costs? Find out if using plastic corrugated returnable packaging instead of expendable paper packaging is right for your company!

Catalogs are a convenient way to showcase your products and provide your customers with the convenience of browsing through the offers in the comforts of their own home while trying to initiate a more personal relationship with the customer.

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Just Other Articles - The Sound of Business - Part III

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