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Advice Pool - The Top Ten Things You Need to Know to Market Your Professional Services
1. Know your craft. You can advertise and market your business until the cows come home, but your marketing efforts and marketing dollars will rarely pay off unless you know your craft There is absolutely no substitute for being able to d
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
eliver what you say you can deliver.
To do this, you've got to avail yourself of the best training you can get in your profession and not just hang out a shingle calling yourself a Professional _______ (fill in the blank). Read every
To do this, you've got to avail yourself of the best training you can get in your profession and not just hang out a shingle calling yourself a Professional _______ (fill in the blank). Read every
; 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
book you can get your hands on, Take continuing education courses. Work with a mentor or a coach who has walked in your path before you and has achieved the type of success you want to achieve
2. Know whose business you're after. That me
2. Know whose business you're after. That me
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ns knowing who your ideal client is. The big/gest mistake I see solo professionals, entrepreneurs and small business owners make is that they dilute their marketing efforts by going after "everybody's" business instead of honing in on the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
eople whose business they are likely to get or actually want. If you are clear on who your ideal client is, you stand a far great chance of succeeding in your chosen field. Why? Because you have to name it before you can claim it!
3.
3.
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
Know who is going to make the buying decision. There is no big/ger. time waster in the world of business than marketing your services to someone who is not in the position to give you the go ahead.
There are only two things a savvy profess
There are only two things a savvy profess
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
onal wants when it comes to getting business: a quick "yes," or an equally quick "no."
The quick "no" allows you to move on to greener pastures. "I don't know," " I have to talk to my supervisor," or "I'll pass it along to head office" ca
The quick "no" allows you to move on to greener pastures. "I don't know," " I have to talk to my supervisor," or "I'll pass it along to head office" ca
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
be deadly and a sure indication that you're not talking to the right person.
4. Know how to make the buying decision easier to potential customers and clients. That means offering them choices, choices, and more choices. Don't let thei
4. Know how to make the buying decision easier to potential customers and clients. That means offering them choices, choices, and more choices. Don't let thei
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
only choice be "yes or no." Let it be "which one?" To do that you'll need to offer your products and services in different ways. For example, you can offer different fee structures for your services depending on the duration of each app
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
ointment or you can offer volume discounts for buying more than one product at a time.
5. Know your ideal clients' pain. How are they suffering? What's missing for them? What do they need to make their lives or businesses better? Then y
5. Know your ideal clients' pain. How are they suffering? What's missing for them? What do they need to make their lives or businesses better? Then y
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
u need to know how you can take that pain away from them and replace it with pleasure. Next you've got to know how to articulate how you can help them.
6. Know how to deliver your marketing message two ways: in a 30-second "talking bill
6. Know how to deliver your marketing message two ways: in a 30-second "talking bill
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
oard" and in a ten word or less 'teaser." Make these strong and powerful so your listener will ask "how do you do that?"
For example, here are a couple of my teasers: "I help ordinary people build extraordinary businesses." "I help p
For example, here are a couple of my teasers: "I help ordinary people build extraordinary businesses." "I help p
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
ofessionals attract more clients and make more m.o.n.e.y." People always want to know how I can help *them* build an extraordinary business or attract more clients and make more m.o.n.e.y, too. By asking the question, they have given me p
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
ermission to talk about my business and to market my services to them.
7. Know what is so special about you. People are always tuned to station WIIFM (What's In It For Me?) so you've got to be able to let them know why they should do bus
7. Know what is so special about you. People are always tuned to station WIIFM (What's In It For Me?) so you've got to be able to let them know why they should do bus
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
ness with you instead of your competitors. This is often referred to as your Unique Selling Proposition or USP.
8. Know what the features and benefits of your offering are. Does your product come in many colors? What are your hours? T
8. Know what the features and benefits of your offering are. Does your product come in many colors? What are your hours? 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
e house has three bedrooms and four baths. Those are your features.
Once you know what your features are, add the words "so that" to them and you'll have you're benefits. For example: The house has three bedrooms and four baths so that n
Once you know what your features are, add the words "so that" to them and you'll have you're benefits. For example: The house has three bedrooms and four baths so that n
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
body in your family will have to stand in line for a bathroom and you'll all get out the door on time every morning.
9. Know who has your client. Who is also targeting the same market segment but in a noncompetitive way? You can make mu
9. Know who has your client. Who is also targeting the same market segment but in a noncompetitive way? You can make mu
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
tually beneficial strategic alliances with these people and you'll make more m.o.n.e.y together than you could alone. Think about everyone who is getting your ideal client's business and approach them to do some creative marketing together
.
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
10. Know who you know. It is estimated that between 80 and 95 percent of business today comes from referrals. These referrals are coming from people who know, like, trust, and respect us: our overlapping and interconnected spheres of i
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
fluence. In short, our various business and social networks. If you don't know who you know, how can you possibly have access to who *they* know?
Bottom Line: Be in the know if you want your business to grow!
Copyright 2006 Leni Chauvi
Bottom Line: Be in the know if you want your business to grow!
Copyright 2006 Leni Chauvi
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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