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Most small businesses do not have a high powered advertising agency to produce award-winning radio commercials for them. Most award-winning radio commercials win for the wrong reasons anyway.

Radio commercials should sell the benef

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

its (not features)of your business/product and should be on the same page with print, TV and billboard. A major problem in business advertising today is the lack of coordination of a campaign where all media are targeting the same

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

Examples of combination products may in

message. The newspaper ad says one thing and the radio commercial doesn't seem to fit anywhere. Wasted money. Hit ‘em with the same message across the board and you increase your reach.

Radio commercials at smaller radio stations

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

are typically created by the radio salespeople or the announcers. In most cases, neither are trained at selling benefits. It’s your money and you shouldn't spend it on amateurish and/or totally ineffective commercials.

The bigges

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

mistake many business people make is letting the station staff come up with the commercial copy and finished product. When they play it for you, you can tell they really love it. They wrote it, maybe they voiced it. It’s me, me,

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

Combination pro

e. They love all the fun they had making it. They don't know squat about selling benefits.

Effective radio commercials Remember Tom Bodett for Motel six? A great campaign, it was Tom delivering the benefit for staying at the motel

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

with a little music in the background. Award winning. And Motel Six business shot off the charts. Benefits sell. Yet few local radio people would be comfortable with a straight voice Tom Bodett style ad. They want you to feel lik

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

you are really getting something for your money. so they produce a grand scale dud.

Here are BIG Mike’s tips for better commercials

Don't Do It Yourself You may be able to write it, after a little practice, but don't get fooled i

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

nto thinking you can do it better than a professional announcer. The radio people will want you to voice it because some of your fiends will tell you they heard you on the radio and you will be convinced radio works. Phooey. That’

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

an old way to sell ads. The high powered ad agency worked with David Orreck for several days to get those vacuum cleaner commercials to sound like one-takes.

Avoid two-voice "slice-of-life" ads Many are made by dragging the recep

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

ionist into the studio to play the wife or mother and the result is something that sounds like the junior high school drama class made it.

Steer clear of characterizations The last of the great character actors on radio was Mel B

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

Following aspects would a

lanc and he died 20 years ago. An 18 year old kid trying to sound like a crusty ol’ sea captain doesn't get it.

Don't try humor - it ain’t funny Remember the main reason to advertise, WIIFM, What’s In It for Me, that’s what they w

dd to the challenges in developing combination products:

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

nt to know. Sell benefits. Take a poll, no one cares about a cutesy commercial, they care about what’s in it for them. Yet, every radio station in the country has at least one would-be Bob Hope who thinks he can out-funny the pros

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

. It doesn't work. Consider how you feel when you hear one on the radio. It sure doesn't explain why you should visit the store, unless it is to punch out the owner for being so stupid. Ditch the lame humor for real substance

90

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

econds into 30 Won't Go. The power of the pause is important in radio commercials. Too many radio people take you literally when you tell them what you want in your commercial and try to get it all in one ad. Instead, ask them to

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

reate several that will rotate on the air. Take your time to explain the benefits.

Don't buy anything longer than 30 seconds Some station price 60s double what they charge for 30 seconds, other plus up the 30 rate by 20 or 25 per

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

Professional from academic institutions, pharmaceutical industries, health care indust

cent. Either way, you don't need a 60. Make two 30s and get more exposure and save more money. Heck, if you can say the entire Lord’s Prayer in 20 seconds, you can sure sell your benefits in 30.

Ask for an out-of-market voice Thes

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

days with email audio attachments, many radio stations share voices around the country. You can get a voice thousands of miles away that will do ads only for you. In turn the station announcer who would have done your ads, does on

.

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

e for that station, an even trade. The exchange takes only seconds, no one does any more work and the cost to the advertiser is zero.

Be sure your radio ads sell the same benefits at the same time as your newspaper, shopper and ot

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

Companies that provide selfless information through particip

er print and billboard ads. Plan your advertising well in advance, just like the other parts of your business.

For more about advertising, get my article "Cable Ads 5 Bucks!" Send a blank eMail to MailTo:CableAds@BigIdeasGroup.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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Are you backing up the data on your hard drive on a regular basis? If not, why not? It's emotionally devastating losing what we think is protected. Here are some steps you can take to protect against losing valuable data, time and money!

After the products have been selected and the systems for producing them have been designed and built, the next major step is to operate the system. This requires setting up a company structure, staffing the positions and training people. In factoring companies, managers are needed who can provide the supervision and leadership to carry out activities necessary to produce desired products or provide services. Other activities, such as purchasing and maintaining the inventory, are also required in maintaining the factoring companies. The aim is to obtain the best productivity ratio within a time period with due consideration to quality.

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