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Business Articles - How To Compete With The Big Boys
Every business needs to do everything it can to stand out from the crowd, to differentiate itself from the competition. This is a major challenge for companies that sell substantially the same thing as their competitors.
The average business does not have the resources of a multinational corporation that often uses its substantial marketing
The average business does not have the resources of a multinational corporation that often uses its substantial marketing
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
muscle to buy market share or to drive competition out of the marketplace. Big business also uses its deep pockets to flood various media with advertising, making them a pervasive presence.
The Web has always been an egalitarian environment where smaller companies could present themselves using the same techniques as the big boys, and if the
The Web has always been an egalitarian environment where smaller companies could present themselves using the same techniques as the big boys, and if the
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
se companies did it well they could stand side-by-side with their competitive behemoths.
One thing that small and medium sized businesses should take some comfort in is that many large corporations are notoriously poorly run, relying on brawn rather than brain to get the job done. Many survive because over time they have acquired huge resour
One thing that small and medium sized businesses should take some comfort in is that many large corporations are notoriously poorly run, relying on brawn rather than brain to get the job done. Many survive because over time they have acquired huge resour
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ces, become oligopolies, or they use predatory marketing practices to stifle competition.
As the Web becomes more and more a multimedia environment, corporations are starting to use their financial resources, and inventory of commercial assets and programming (not to be confused with computer programming), to deliver their marketing messages
As the Web becomes more and more a multimedia environment, corporations are starting to use their financial resources, and inventory of commercial assets and programming (not to be confused with computer programming), to deliver their marketing messages
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
. The question is can smaller businesses compete, and if so, how?
Slipstream Marketing
Dr. Max Sutherland, a Marketing Psychologist and Professor at Bond University, has written about a concept he refers to as 'slipstreaming.' Anyone who is familiar with motor racing or even bicycle racing understands that slipstreaming is a drafting
Slipstream Marketing
Dr. Max Sutherland, a Marketing Psychologist and Professor at Bond University, has written about a concept he refers to as 'slipstreaming.' Anyone who is familiar with motor racing or even bicycle racing understands that slipstreaming is a drafting
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
method where a racer tucks behind a front-running rival reducing wind resistance and saving fuel and energy, and with a quick move, the challenger can slingshot past the race leader.
The clever implementation of slipstream style marketing campaigns can allow you to blow by your competition by using the momentum of well-known and instantly r
The clever implementation of slipstream style marketing campaigns can allow you to blow by your competition by using the momentum of well-known and instantly r
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
ecognizable campaigns.
Slipstreaming references a collective audience memory, a kind of shared consciousness. Skillful execution draws instant recognition and an "Oh I Get It!" reaction without a lot of wasted setup or groundwork.
"Give Me The Same Thing, But Different!"
The key of course is how you make your version different. What
Slipstreaming references a collective audience memory, a kind of shared consciousness. Skillful execution draws instant recognition and an "Oh I Get It!" reaction without a lot of wasted setup or groundwork.
"Give Me The Same Thing, But Different!"
The key of course is how you make your version different. What
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
's the twist? Blake Snyder, a Hollywood screenwriter and author, writes about entertainment executives' constant refrain, "Get me the same thing, but different." What Snyder has learned and what he preaches is that movie moguls understand it's easier to get people to go to a movie they understand and that was already a success, but the trick
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
is making the new version different, that is different but the same.
If you think slipstreaming is an easy way to be creative you're wrong. Being different but the same is not as simple as it sounds, but success can depend on it. Done poorly slipstreaming comes off as lame and imitative, but done correctly you appear clever and cutting-edge,
If you think slipstreaming is an easy way to be creative you're wrong. Being different but the same is not as simple as it sounds, but success can depend on it. Done poorly slipstreaming comes off as lame and imitative, but done correctly you appear clever and cutting-edge,
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
and more importantly you deliver the marketing message in a way your audience will remember.
There are an endless variety of things you can slipstream: personalities, icons, slogans, music, advertisements, news events, pop culture phenomena, movies, television shows, commercials, and sporting events.
Personalities
One of our favori
There are an endless variety of things you can slipstream: personalities, icons, slogans, music, advertisements, news events, pop culture phenomena, movies, television shows, commercials, and sporting events.
Personalities
One of our favori
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
te personality slipstreaming techniques is the use of voice-over. It can be implemented as part of a video campaign or as a stand-alone feature. We have used sound-alike actors to portray Rod Serling, Sam Elliot, Steve Irwin, Paul Winfield, Tom Brokaw, and many others.
What makes this approach so valuable is that most people will relate to t
What makes this approach so valuable is that most people will relate to t
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
he voice as someone they know, or are familiar with, but not immediately recognize.
This method captures people's attention with the familiar sound of a famous voice but without the cost of hiring the celebrity. Often the voice does not even have to be that close to the original, it's the cadence, deliver, tone, and script that makes people
This method captures people's attention with the familiar sound of a famous voice but without the cost of hiring the celebrity. Often the voice does not even have to be that close to the original, it's the cadence, deliver, tone, and script that makes people
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
sit-up and take notice.
Cutting through the jungle of advertising noise is a challenge for everyone in business and this technique is a very effective method of getting heard and being remembered.
Television Shows
Another slipstream technique we've used is to play upon the audience's knowledge and familiarity with certain television
Cutting through the jungle of advertising noise is a challenge for everyone in business and this technique is a very effective method of getting heard and being remembered.
Television Shows
Another slipstream technique we've used is to play upon the audience's knowledge and familiarity with certain television
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
shows. We have created Web-videos, written scripts, added dialogue and composed music that reminds people of the old 'Twilight Zone' series and the popular A&E show, 'City Confidential.'
Commercials
One of our most successful Web-promotion campaigns was the 'Multimedia Versus SEO Campaign' (http://www.mrpwebmedia.com/ads) where we t
Commercials
One of our most successful Web-promotion campaigns was the 'Multimedia Versus SEO Campaign' (http://www.mrpwebmedia.com/ads) where we t
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ook advantage of the well know Macintosh Versus PC television commercials. Nobody needed an explanation or setup to understand what was going on in the commercials. We basically slipstreamed Apple's television campaign.
Slogans
Slogans are another resource for slipstreaming and if you think only small companies slipstream, think agai
Slogans
Slogans are another resource for slipstreaming and if you think only small companies slipstream, think agai
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
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
n. The A&E Network used the slogan "Time Well Spent" for many years, while The Comedy Network slipstreamed it with their own twisted version "Time Well Wasted" - the same thing, but different.
Music
With the popularity of Hip Hop music, the milk marketing board developed a series of commercials with diary farmers rapping to a catchy
Music
With the popularity of Hip Hop music, the milk marketing board developed a series of commercials with diary farmers rapping to a catchy
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
Hip Hop tune well prancing around their farm animals. Hip Hop was also slipstreamed by Smirnoff in their Raw Tea campaign and 'Tea Partay' viral video.
Pop Culture
With the popularity of poker and the World Poker Tour, we developed a Mike Sexton style character, host of the television show, for one of our projects. We've even created
Pop Culture
With the popularity of poker and the World Poker Tour, we developed a Mike Sexton style character, host of the television show, for one of our projects. We've even created
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
nostalgia radio-style audio pitches that hark back to the olden age of radio plays.
Movies
We created an entire campaign for a client based on the idea, "Life Deserves A Sound Track" where everyday situations were described in dramatic style with familiar voice-over announcers, which was our take on Will Ferrell's hit movie 'Strange
Movies
We created an entire campaign for a client based on the idea, "Life Deserves A Sound Track" where everyday situations were described in dramatic style with familiar voice-over announcers, which was our take on Will Ferrell's hit movie 'Strange
.
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
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
r Than Fiction.'
Sports
We've created presentations using the personas of famous sports figures like Hall of Fame pitcher and broadcaster Dizzy Dean and Mel Allan. We created scenarios and scripts using the voices and personas of World Champion racecar driver Jackie Stewart and one crazy script fashioned in the style of college baske
Sports
We've created presentations using the personas of famous sports figures like Hall of Fame pitcher and broadcaster Dizzy Dean and Mel Allan. We created scenarios and scripts using the voices and personas of World Champion racecar driver Jackie Stewart and one crazy script fashioned in the style of college baske
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
tball analyst Dick Vitale.
Conclusion
As you can see from these examples, there are an endless number of ways to take advantage of the public's shared experience. So the next time you need to come up with a new Web marketing campaign for your company, think like a Hollywood mogul: Come Up With Something That's The Same, But Different
Conclusion
As you can see from these examples, there are an endless number of ways to take advantage of the public's shared experience. So the next time you need to come up with a new Web marketing campaign for your company, think like a Hollywood mogul: Come Up With Something That's The Same, But Different
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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