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Main Subject - Fulfill the Needs and Desires of Your Prospects
The key to a great marketing campaign starts with understanding how the needs of your prospect
relate to your product or service. It
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
's basic, but most business owners never consider the thought.
Until you know what they need and determine how you can satisfy those
Until you know what they need and determine how you can satisfy those
; 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
eeds, you can't really
plan a meaningful campaign.
Get a pen and paper out and ask yourself these questions:
* If I were a prospe
Get a pen and paper out and ask yourself these questions:
* If I were a prospe
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t getting solicited by my company, what would it take to get my attention?
* What promise would I want fulfilled?
* What needs wou
* What promise would I want fulfilled?
* What needs wou
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
d I want to have met?
Now ask yourself:
* What needs and desires are my competitors not fulfilling?
The best way to find out where
Now ask yourself:
* What needs and desires are my competitors not fulfilling?
The best way to find out where
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
you need the most work is to list all the needs and desires your
competitors are already fulfilling. Maybe you’re already fulfilling
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
these desires too. But is it possible
that you could articulate it better than they can? Sure!
A good USP (unique selling propositi
A good USP (unique selling propositi
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
n) is one that fulfills a void in the marketplace. It is communicated
clearly and concisely so that your prospects “get” it without
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
aving to think about it too much.
It's also known as your "big promise."
It's important that you not only communicate it in everythi
It's also known as your "big promise."
It's important that you not only communicate it in everythi
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
g you do and say... but that you stand
by it - always!
To formulate your marketing campaign, along with the lines of your USP, I su
To formulate your marketing campaign, along with the lines of your USP, I su
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
gest asking yourself
the following questions:
* How can I show more interest in my customers than my competition?
* How much mor
* How can I show more interest in my customers than my competition?
* How much mor
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
e service can I offer than my competitor does?
* What are my specific added or extended service benefits?
* When I have used simil
* What are my specific added or extended service benefits?
* When I have used simil
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
r services from competitors, where have I been most impressed -- or most
disappointed? And, why?
* How can I make my customers und
* How can I make my customers und
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
rstand how important they are to me?
* How can I persuade them they are being treated with professional interest and courtesy?
* W
* How can I persuade them they are being treated with professional interest and courtesy?
* W
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
at specific needs should my product or service fulfill?
Without customers, your business doesn't exist.
Stop running your business t
Without customers, your business doesn't exist.
Stop running your business 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 way YOU want it, and start running it the way YOUR CUSTOMERS
want it.
It's all about them. It's never about you.
* Treat your c
It's all about them. It's never about you.
* Treat your c
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
stomers like dear and valued friends. Give them what THEY want.
* Treat them with respect and courtesy.
* Communicate with them of
* Treat them with respect and courtesy.
* Communicate with them of
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
en.
* Let them know you care about their wants, needs and desires.
If you've asked yourself the questions above and answered them h
* Let them know you care about their wants, needs and desires.
If you've asked yourself the questions above and answered them h
.
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
nestly, you are a thousand
percent better than your competition.
Rarely will ANY business ask themselves these questions. It shows
Rarely will ANY business ask themselves these questions. It shows
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
n their poor revenues.
Always remember: It's all about their needs, wants and desires. It's never about yours.
© 2001 By Craig Valin
Always remember: It's all about their needs, wants and desires. It's never about yours.
© 2001 By Craig Valin
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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