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Advice Pool - Build Steady Streams of Qualified Leads
Do you want to build steady streams of qualified leads for your sales force? No matter what kind of marketing you use — direct mail... telemarketing... print ads... radio or TV— the same cardinal rule applies: test e
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
verything on a small scale before spending money on a big scale.
'Testing' is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, dil
'Testing' is an ugly topic. Why? Because testing variables in advertising direct mail, phone scripts and sales presentations requires discipline, dil
; 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
igence and patience. You can only test one variable at a time if you want to get it right. This means that if you change a headline, you can't change anything else.
Start with small tests. Use them as launching pa
Start with small tests. Use them as launching pa
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ds for your product or service.
Test one ad one time. Avoid the costly mistake of repeating your test ad. Save your money! Test your ad by running it one time — and one time only. Using this low-cost method you c
Test one ad one time. Avoid the costly mistake of repeating your test ad. Save your money! Test your ad by running it one time — and one time only. Using this low-cost method you c
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
an test market any product or service for under $500.
Before expanding your schedule, track and measure results. Is your ad profitable? Is it generating sufficient leads? Are these leads turning into orders? Eval
Before expanding your schedule, track and measure results. Is your ad profitable? Is it generating sufficient leads? Are these leads turning into orders? Eval
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
uate your test by using the following guidelines.
The fastest way to test is the A-B test or as some call it split testing. This is the fastest way to test and get to a reasonable conclusion. Let's assume you have a
The fastest way to test is the A-B test or as some call it split testing. This is the fastest way to test and get to a reasonable conclusion. Let's assume you have a
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
letter and you want to leave everything the same but test 3 different headlines, and you have 1,200 similar addresses to mail to. What you would do is send every 1st person the A headline while sending every 2nd pers
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
on the B headline and every 3rd person the C headline.
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have b
You can test again a control. A control is a letter, newspaper ad or Val-Pak coupon that already works well and you're using it on a continuing basis. You have b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
een using it long enough you know what it produces. You have a known to measure against. Now you can start trying to improve that control, ideally one step or variable at a time.
If I'm trying to beat a control, her
If I'm trying to beat a control, her
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
e are the variables I'll look at closely, to see if there's room for improvement:
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.
1. The offer
2. The guarantee(s)
3. The urgency of response
4. The big idea or big promise
5. The overcoming of skepticism i.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e. credibility and believability
6. The style or tone of the writing itself
7. The look of the piece
By the way, little, very testable things DO sometimes make very big differences. A contractor changed the headl
6. The style or tone of the writing itself
7. The look of the piece
By the way, little, very testable things DO sometimes make very big differences. A contractor changed the headl
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
ine on his direct mail letter and went from getting three or new clients a month to 18 to 20.
You must collect accurate data or all your testing will be wasted. You must know where all your business comes from. To d
You must collect accurate data or all your testing will be wasted. You must know where all your business comes from. To d
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
o this you need to code every offer, and track it. If you have employees who are lax about this, they can totally screw up your test.
My clients that have the best profits and incomes possess the best information abo
My clients that have the best profits and incomes possess the best information abo
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
ut where their business comes from.
Highly successful HVAC contractors view everything they do...as testing. They do NOT see things in the context of 'success' or 'failure' like ordinary people do, and as a result t
Highly successful HVAC contractors view everything they do...as testing. They do NOT see things in the context of 'success' or 'failure' like ordinary people do, and as a result 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
hey do not become 'de-motivated' like most people do.
Instead, they carefully organize the things they do into a series or sequence of experiments, testing options, and focusing on the ones they find that work. And t
Instead, they carefully organize the things they do into a series or sequence of experiments, testing options, and focusing on the ones they find that work. And t
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
hey fully expect to go through any number of experiments that don't pan out before walking away from the lab with a winner.
Always, always test your marketing methods small. Then if they work and only if they work,
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
test a little bigger. Keep getting bigger and bigger if it works.
I've known many people to lose their shirts by not following this rule.
No matter how wonderful you think your idea or plan is, test small. Let th
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e response tell you if it's good or not.
One guy I know bought 500 names from a mailing list broker. He mailed the 500 names and got a tremendous response. It was unbelievable. Then he did it.
He made a huge mista
.
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
ke. He decided to mail to the rest of the list - which was 10,000 names. He spent $1800 to buy the list (18c a name) and spent $3700 on postage. Guess what his results were? Only $350 in sales.
Mailing brokers alway
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
s give you the best part of the list first.
The most responsive buyers.
This guy lost $5150. This is a common mistake. Many, many people have made it.
Remember test, test, and test. Test small. Get bigger slowly
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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