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All too often I have heard clients say “Advertising doesn’t work for us” after a single appearance of their ad - sometimes even after trying only one media.

There are a number of things you can do if you want to know for sure whether advertising works or no

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

t for you. The first of them is to give your ad a fair chance.

Follow these basic rules and enjoy learning what the best way is for you to advertise. If your advertising doesn’t work, it is probable that one of these rules has not been followed.

If you hav

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

Examples of combination products may in

e followed these rules and your results are still disappointing, then please get in touch: enquiries@advertsuccess.com and we will be pleased to look into your case individually absolutely FREE.

Rules for making your print advertising work

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

Give yourself a fair sample to evaluate. As a rule of thumb, you should take no fewer than 3 insertions in a weekly or monthly magazine and 5 insertions in a daily title. Only the fanatical reader will read front to back of every issue. You need to allow

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

for readers going on vacation, or just those who might miss an issue. You also want to give them a fair chance to have a need for your product. You can only make a decision about whether a publication’s readership provides a viable source of leads once you

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

Combination pro

have given them all a fair chance to respond.

2. Ensure your ad is given prominence. Why do the bad boys sit at the back of the class? So the teacher pays them less attention. In advertising you want to be right at the front of the class all

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

the time. Unless you ask for it, you’re not going to get it. Always ask for a right-hand page (it really makes a big difference). Don’t be afraid to press for other positions too if you think they will make a difference. You can even make them bargaining ch

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

ps in your negotiation. For example, “Promise me top-right of a right-hand page and I’ll book the ad now”. Few Ad Sales reps will be able to resist that!

3. Compare results over a number of different media. Don’t put all your eggs in one bas

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

ket – and don’t move sequentially from one media to the next until you find one that works. Test 3, 4 or more if you can, all at the same time so you can compare results like for like over the same timeframe.

4. Perform tests to maximize respons

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 fair test is one that is directly comparable to another. Ideally therefore, you should give each test exactly the same terms. (Same shelf life in the same publication). The sort of tests you can try include:
a. Headlines
b. Copy
c. C

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

all to action
d. Ad size
e. Colour/mono
f. Other creative changes – register at Advertsuccess.com and get a free copy of “8 Creative Techniques for Small Press Advertisements”, for more test examples.

5. Allow for differences betw

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

Following aspects would a

een publications. Sometimes, certain media really do not work – even ones that we thought had to produce a ton of leads have been known to disappoint. There is normally a rational reason for it –perhaps it is not a readership that responds to classified

dd to the challenges in developing combination products:

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

dvertisements; perhaps the readership figure is actually a lot lower than the circulation figure.

In our experience, we have found that controlled circulation or free publications are those most likely to produce disappointing results. It stands to reason a

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

fter all, if you get something for free, you are less likely to read it from front to back than one you pay good money for.

You should allow for this in your campaign consideration so that you don’t expect too much from a publication that cannot deliver. Th

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

re will be other criteria too that will affect what sort of response you should expect – criteria such as the circulation volume, demographics, frequency. Take account of these criteria when planning an acceptable level of response.

For details on how to se

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

lect your media analytically, see the 9-Step-Plan to Advertising Success.

6. Beware the advice of your Ad sales rep. Whatever you do, if your advertisement gives disappointing results, be careful before you take the advice of your friendly

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

Professional from academic institutions, pharmaceutical industries, health care indust

ales rep. S/he will argue that you should try running it with a bigger size, perhaps to allow a larger headline – or to give it a longer span so the readership have time to respond properly.

Remember, however helpful they are, media sales people have comple

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

tely different motives to you. Of course they want your ad to work. Then you’ll be more likely to advertise again. But just remember, they get paid the same whether you get one response or a hundred. You don’t. Always remain in control of your ad spend and d

.

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

n’t let them tempt you to deviate from your budget.

I hope you will find this useful in planning your ad campaign. If you follow the advice I have given here, I am confident that you will enjoy more success with your print advertising campaigns. If not

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

Companies that provide selfless information through particip

, please email me at enquiries@advertsuccess.com and I will give you a FREE consultation.

Remember, for a fail-safe method to getting the best results guaranteed have a look at The 9-Step Plan to Advertising Success. Available at http://www.advertsuccess.co

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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The Federal Trade Commission’s Consumer Division’s Franchising Group is not well known by consumers or the citizenry. Franchising in the United States Accounts for one-third every consumer dollar spent and 400,000 outlets or stores. The Federal Trade Commission over sees the franchising industry. Some franchisors believe the FTC desperately needs turn over at the franchising division.

For a business person, the Yellow Pages can be an effective media if you know how to use them.

If you own a mobile detailing business or mobile car wash company you should have the local cable company as one of your clients. You may even find your self with some free publicity. Cable companies are great companies to secure fleet wash contracts with.

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