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Main Subject - Have You Got The Right Attitude To Marketing?
Your approach to marketing may be what I call the ‘Grudge Approach’. You know in your heart of hearts that you need to do it, but you object to it, almost in principle, and you begrudge the time and effort it wi
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
ll take. So you don’t market your practice at all, or at best you put together a rather hastily planned and non-effective leaflet every few years, and when that doesn’t bring in any clients you say, “There, mark
; 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
eting just isn’t effective.”
I know what the Grudge Approach to marketing is all about, because I was an expert practitioner of it for many years!
So the first step is to change your mindset about marketing. T
I know what the Grudge Approach to marketing is all about, because I was an expert practitioner of it for many years!
So the first step is to change your mindset about marketing. T
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
he first step – as so often in complementary medicine, as well as in life – must come from within.
Ditch the false and self-limiting belief that marketing is somehow unprofessional, dirty (it’s to do with money
Ditch the false and self-limiting belief that marketing is somehow unprofessional, dirty (it’s to do with money
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
!), self-advancing, even unethical. This complex of beliefs lies behind a lot of the difficulties that practitioners have with marketing their practices.
After all, what is marketing? It’s not about making mone
After all, what is marketing? It’s not about making mone
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
. The dictionary definition is “the provision of goods or services to meet customer or consumer needs” (Collins English Dictionary). And isn’t that what we are in business as therapists for? To meet our clients’
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
needs? How can we possibly meet their needs if we are not promoting ourselves and the benefits that our services can bring?
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Be businesslike
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Looking at it
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Be businesslike
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Looking at it
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
this way, it is distinctly unprofessional NOT to market your practice, for two main reasons. First, we are withholding our services from a potentially huge number of people who would benefit. And second, we hav
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e to be businesslike.
Let me explain the second reason in a bit more detail. We trained as therapists because we wanted to practise a healing technique that we believed in, were good at, and that probably had t
Let me explain the second reason in a bit more detail. We trained as therapists because we wanted to practise a healing technique that we believed in, were good at, and that probably had t
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
ransformed ourselves in the past. We wanted to be practitioners.
That’s great. You have to really enjoy your practice, and believe in it, in order to be successful. But that’s only part of the story. What they
That’s great. You have to really enjoy your practice, and believe in it, in order to be successful. But that’s only part of the story. What they
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
on’t tell you at college is that running a business means you have to perform a multitude of roles, of which practitioner is only one.
You have to be chief executive, an accountant, a secretary, a product devel
You have to be chief executive, an accountant, a secretary, a product devel
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
oper, an IT manager, a facilities manager and a sales and marketing manager as well. If you perform badly in any of these additional roles, your business will suffer – but no more so than if you neglect the role
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
of marketing manager.
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Keep up your commitment
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So you need to change your attitude towards marketing. But that’s just the first s
--------------------------------
Keep up your commitment
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So you need to change your attitude towards marketing. But that’s just the first s
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
tep. What can help you maintain a healthy and businesslike attitude to promoting your services? Here are some tips.
=> Make marketing part of your week. You should be spending a few hours a week on marketing –
=> Make marketing part of your week. You should be spending a few hours a week on marketing –
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
more if you are setting up your practice. Make sure you set aside this time as a necessary part of growing your practice. Planning is an essential part of the process.
=> Be flexible. Be prepared to see any asp
=> Be flexible. Be prepared to see any asp
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
ct of promoting your services as contributing to your marketing effort. One week, for example, you could be networking, another designing a leaflet, another distributing it, and another updating your website.
=
=
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
> Be creative. A lot of marketing is straightforward, but some of the best ideas come from thinking outside the box. So don’t be afraid to be different, and to be daring. It will excite you and feed you, as well
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
as help to promote your business.
=> Be positive. A lot of us therapists are essentially introverts. It’s hard for us to channel our energy into an intrinsically extrovert activity such as marketing. But makin
=> Be positive. A lot of us therapists are essentially introverts. It’s hard for us to channel our energy into an intrinsically extrovert activity such as marketing. But makin
.
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
g the effort pays huge dividends. You’ll find you have huge untapped potential!
=> Enjoy it. A ‘go for it’ attitude is hugely enjoyable. We learn best from our ‘mistakes’, so treat these mistakes as steps on th
=> Enjoy it. A ‘go for it’ attitude is hugely enjoyable. We learn best from our ‘mistakes’, so treat these mistakes as steps on th
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
e path to success. Enjoy building up the relationships that a lot of marketing consists of. Even enjoy walking round town putting up your postcards and adverts – it’s a chance to see people and get some exercise
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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