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Advertising in the paper works for many people in business. The astute merchant understands the newspaper’s weaknesses and works to avoid them whenever possible.

Here are

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

13 facts you should know.

1 Despite declining circulation figures and increasing ad rates, newspapers still reach large audiences, daily.

2 Newspapers are considered 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

PRIMARY advertising medium by 99.4% of all retailers. Newspapers have been there in every step of the typical store owner’s life from the very beginning. Newspapers cover

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

d his birth, his high school graduation, his engagement, his marriage, the death of his parents and everything else.

3 Many, if not most, retailers, lay out their own ads

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

It is said that over the years, merchants have come to believe the only way to get it right is to do it themselves. This thinking has given rise to the new breed of newsp

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

Combination pro

per salesperson. No training, just a list of customers and the daily question "Gotchyur ad ready yet?"

4 There is no proof full page or double-truck ads are more effectiv

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

e than half page ads. The savings can be spent on a concurrent radio campaign or billboards.

5 The same with color. It looks great, but the increased cost many times does

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

not justify the small increase in readership. Forget the color and go with more frequency.

6 The paper is delivered daily, but there is no need for an ad every day as the

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

paper reaches the same readers. 3 times a week works just fine. Spend the difference in the shopper or on a supporting radio campaign.

7 Newspaper coupons will have a bet

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

er rate of redemption with a radio chaser. Especially if the coupons are NOT in a Sunday paper competing with 85% of all coupons weekly. Think about a coupons on Tuesday

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

ith supporting radio to drive them to it.

8 Less than half of newspaper readers read the entire paper. Most are skimmers. How many times through the paper does it take fo

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

Following aspects would a

r you to find your own ad?

9 Over half of every newspaper is advertising. Almost as bad as TV where commercial breaks now last more than three and a half minutes. More t

dd to the challenges in developing combination products:

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

an two-thirds of the huge and heavy Sunday brick is advertising and stuffers and lap cards (those pesky little cards that fall out when you pick it up).

10 Newspaper rate

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

are climbing faster than any other advertising media. The smallest of ads in the smallest papers can cost over $100. One time, one shot and POW!, its at the bottom of the

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

bird cage or spread out for an indoor dog's emergency.

11 Newsstand and subscriptions prices are rising, too. 75 cents an issue is rapidly losing to 4 quarters.

12 Most

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

apers offer no competitive protection. Your ad can be placed side-by-side with your competition. Get the salesperson to guarantee you separation.

13 Daily newspaper numbe

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

Professional from academic institutions, pharmaceutical industries, health care indust

rs are dwindling. There are less than 1000 daily papers left in the US. Smaller communities must rely on weeklies or papers from another area with a "local" section. In s

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

me markets one publisher controls several small town papers, printing them at a central location, changing only the front page for each community.

Newspapers are still a

.

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

ormidable advertising force. Find ways to continue to use the paper to increase store traffic, but do it with other advertising too, so the media mix is efficient. Don't

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

Companies that provide selfless information through particip

et anyone tell you NOT to advertise in the paper. Just do it better.

For more about advertising, get my article "Do Your Radio Ads Work?" MailTo:RadioAds@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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