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Other Articles - Interactive Marketing, Revisited
Like their audiences, marketers themselves are fans of the new and improved. In recent years, cross-channel pragmatism has often given way to online mania as advertisers pour mo
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
ney into search, e-mail and video marketing campaigns.
Any marketing professional who prowls the Net for information has seen this pattern – an indictment of traditional market
Any marketing professional who prowls the Net for information has seen this pattern – an indictment of traditional market
; 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
ng followed by a plea to embrace interactive channels and practices. In smug articles, print ads give way to podcasts, and hoary 30-second television spots succumb to splashy In
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ernet video advertising.
But is there really such an important distinction between traditional and interactive marketing channels? It depends how you define interaction. I like
But is there really such an important distinction between traditional and interactive marketing channels? It depends how you define interaction. I like
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to think all effective marketing builds on a series of successful interactions. After all, regardless of what channels you’re using, your marketing message is unavoidably intera
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ting with a number of internal and external factors.
Savvy marketers design successful interactions between people, products, brands, services and ideas. And marketers can wor
Savvy marketers design successful interactions between people, products, brands, services and ideas. And marketers can wor
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
to identify interactions that create more successful campaigns. As you plan, consider some of the interactions that can mean the difference between success and failure. Conside
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
how your current campaign interacts with:
Other campaigns – every marketing message exists in the context of other campaigns, past and present and future. Does your ca
Other campaigns – every marketing message exists in the context of other campaigns, past and present and future. Does your ca
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
paign build on previous campaigns, or set the stage for later ones? Does it build on the buzz established by events, other products or other companies?
Available technology
Available technology
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
– Effective interactive marketing means understanding the channels that are available and choosing the best technology to deliver your message with maximum effectiveness. Em
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rging channels are exciting, but few of us have unlimited technical support at our command to support and execute our marketing ideas.
Internal stakeholders – At some p
Internal stakeholders – At some p
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
int, all veteran marketers have had to face the campaign killers within. It could be your management, staff, or co-workers. It could be budget or resource constraints. One of th
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
first interactions you might design is within your own organization to obtain the buy-in or resources needed to move forward.
Current environment – Working in real es
Current environment – Working in real es
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
ate, I learned never to serve up corporate communications without checking the current environment. Were rates headed up, or down? Had some guru made a bold forecast for the com
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
ng year? Was an annual or quarterly report on tap? What about recent activities in the courts or legislature? Your communications interact with hundreds of other messages to whi
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
h your audience is exposed each day.
Competitors – What’s your positioning regarding your competition? Are you creating a series of interactions that will encourage pro
Competitors – What’s your positioning regarding your competition? Are you creating a series of interactions that will encourage pro
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
pects to become customers, repeat customers and referrers? What’s your competitor’s positioning regarding your customers?
A lot to think about before your interaction
A lot to think about before your interaction
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ith customers ever begins? Perhaps, but thinking through different types of interactions at the outset could help you generate ideas and make better decisions that ultimately im
.
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
rove results.
Finally, what about that traditional vs. interactive debate? According to Peppers and Rogers Group, nearly 70% of all consumers today move interchangeably across
Finally, what about that traditional vs. interactive debate? According to Peppers and Rogers Group, nearly 70% of all consumers today move interchangeably across
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
nline and offline channels during the buying process. Customers know what they want. If they are not behaving in a way that seems to favor online or offline channels, should you
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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