Cases - Business

Evergreen advertising is defined an ad that is intended to be used for a long time. The most common evergre

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

en ad the majority of us use is yellow page advertising. Another common trait about evergreen ads is that m

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

Examples of combination products may in

st of them are awful!

Yellow page ads are one of three types of advertising that should, or could be used f

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

or any business. Today, we’ll concentrate on the yellow pages. Here are three things (in addition to the c

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

st) you need to be aware of about yellow page advertising:
1. Whatever you put into the ad, you have to

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

Combination pro

live with that decision for a full year.
2. You are not looking for customers/clients. Readers are sho

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

ppers and they are looking to fill their needs.
3. You don’t get a second chance to make a good impress

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

on. Shoppers respond to your ad or they don’t.

Here are the six most common mistakes made in yellow page a

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

vertising:
1. Letting the sales rep edit, or even write your ad.
2. Following the example of

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

the majority of ads that range from bad to, at best, mediocre.
3. Using your company name as a headline

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

4. Using your address as a headline.
5. No real or compelling message.
6. Way to much white

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

Following aspects would a

yellow) space.

The pitfalls are many but the opportunities are great with yellow page ads. For most busine

dd to the challenges in developing combination products:

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

sses their Yellow Page ad is the control for their marketing message. The right message makes the phone rin

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

and gets the ball rolling on building your business. The key is your ad has to be better than everyone els

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

’s. At renewal time, redo your ad using the exercise below or bring in a marketing consultant or copywriter

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

.

How does your Yellow Page ad stack up to the competition? Here’s a quick test. Go to your heading in th

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

Professional from academic institutions, pharmaceutical industries, health care indust

yellow pages and look at the display ads. Start with your ad: On a sheet of paper make a list of all the

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

eatures in your ad; credit cards, hours of operation, address, slogans, directions etc. Now go over all the

.

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

other ads and put a check mark next to the feature that’s the same as your ad. If you find a new feature a

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

Companies that provide selfless information through particip

d it to your list. Now, look at your list and all the check marks from the other ads. Eye opening isn’t it

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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