Cases - Business

Check any Yellow Pages directory heading from one year to the next and see how many ads disappear, or reduced in size.

Here are some litt

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

le secrets that your Yellow Pages rep will never tell you but may save you a small fortune.

1. A colored ad will double the amount of ca

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

Examples of combination products may in

ls that you will receive over a black and yellow ad. The truth: There is no study by any independent research firm that verifies any incr

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

ease in calls. Many large advertisers will use color in their ads when it is free and drop the color when they have to pay for it. These

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

advertisers track their calls and see no difference in colored or black and yellow ads.

2. The largest ad in a heading will receive the m

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

Combination pro

st calls. The truth: In fact the smallest ad will sometimes receive the most calls.

3. The Yellow Pages publisher will design a wonderfu

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

lly effective ad for you for free. The truth: Letting the publisher design your ad could make it the most expensive ad design you will e

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

er pay for. Paying for a professionally designed Yellow Pages ad is better than spending money on color or size.

4. A display ad is alwa

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

s better than an incolumn ad. The truth: I have many clients who have increased their calls from their Yellow Pages advertising by going i

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

ncolumn instead of the display ad that they had before. They were able to reduce what they were spending by 75%.

5. You're better off sp

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

nding money on your Yellow Pages advertising than on the Internet. The truth: This year more people have used the Internet for local bus

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

Following aspects would a

ness search then used the published Yellow Pages.

6. If you buy a Yellow Pages ad your phone will ring off the hook. The truth: More bus

dd to the challenges in developing combination products:

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

inesses than I can count have been put out of business by paying for ads in the Yellow Pages that they couldn't afford. A new advertiser

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

hould be very conservative in the size of the ad they purchase. No matter what your sales rep says there is no guarantee that you will re

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

eive one call, yet you still have to pay the bill every month for the next year.

7. Put your name in big print at the top of the ad. The

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

truth: Yellow page publishers suggest this all the time, not to make your phone ring but to appeal to your ego. What you do that separat

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

Professional from academic institutions, pharmaceutical industries, health care indust

s you from your competition should be your ads headline. Example:” One Hour Service, Guaranteed” Your name and your phone number should be

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

at the bottom of the ad.

8. The big phone companies Yellow Pages directories are used the most and is where you should advertise. The tr

.

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

uth: All directories that are distributed to businesses and residents are used. Almost always the phone companies directories are used th

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

Companies that provide selfless information through particip

most, but you may get a much better deal from some of the secondary publishers. There also will be far less competition in your headings

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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You may have heard that the best promotional products for online entrepreneurs are those that can be delivered electronically. People shopping online, the traditional wisdom goes, are an impatient lot. They want immediate gratification. That means that your online promotional products should be those that can be downloaded - free software, e-books and the like. Rubbish!

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