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Understand Fourth Quarter Hazards to Maximize Profit and Strategic Advantage

Like all mediums, radio has various structural characteristics tha

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 make certain times of the year more or less favorable for advertising performance. Knowledge about these aspects of radio advertising is of tremendous value in maximizing campa

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

Examples of combination products may in

gn profitability and achieving long term success.

Don't Miss Q1
The first quarter is nearly always the best quarter of the year for radio advertisi

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

g performance, mostly because of factors that lead to an abundance of inventory supply. That oversupply forces radio outlets to be aggressive in pricing their inventory. As a res

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

lt of this dynamic, Q1 is always an important time of the year. You want to "get while the getting is good", so to speak, and Q1 is certainly that time. Strategically speaking, Q

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

Combination pro

is also a time when campaigns can either grab a foothold or be displaced by a competitor who has come well-prepared to do battle.

So how do you make the most of the fa

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

orable conditions in Q1? The most important thing is to make sure that you've spent Q4 testing and refining both media and creative variables so you can be very aggressive when t

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

e first week of the new calendar year arrives. Most importantly, you want to avoid going into Q1 with "tired" creative.

Challenges in Q4
However,

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

hile Q1 is one of the best times of the year, Q4 is one of the most challenging. In Q4, a number of factors combine to increase demand for radio advertising, which reduces the qu

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

ntity of inventory available and sets a higher bar for remnant rates. October marks the start of the political season, when political groups advertise heavily leading up to the m

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

d-term elections. In November, we experience the fall TV sweeps when the TV networks and local stations look to radio advertising to draw viewers in an effort fatten their rating

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

Following aspects would a

s. Then Thanksgiving marks the beginning of the holiday season, a period that extends for the most part through the New Year's holiday. During the holiday season, retailers are a

dd to the challenges in developing combination products:

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

vertising at their highest levels to capture the potential of their most important time of year.

All of these factors necessitate a very diligent campaign profitability

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

pproach and careful navigation of the quarter on a weekly basis. As we've said, Q4 is an important time for testing to ensure you're prepared to make the most of Q1. That means y

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

u can't simply sit on the sidelines because the advertising landscape is peppered by politicals, TV sweeps, and the holidays. You still have to test and prepare for Q1 if you wan

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

to maximize success.

Tips For Success
The key to testing during Q4 is to understand how the various Q4 challenges impact performance results. You

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

Professional from academic institutions, pharmaceutical industries, health care indust

an do this by looking at historical data for your category and/or product. This information is something your agency should be able to provide for you. Once the impact is underst

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

od, Q4 testing results can be "calibrated" or normalized so they can be compared to historical testing from other times of the year to identify the relative performance of the va

.

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

iables (creative or media) that you are testing.

Intelligent navigation of the challenges in Q4 will allow you to conduct the testing that is necessary for taking full

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

Companies that provide selfless information through particip

dvantage of the favorable conditions in Q1. While conducting a campaign in Q4 is not a simple task, the rewards for those who approach with discipline and determination are large

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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