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Main Subject - You Are The Tea: The Crucial Role Of Image In Law Firm Marketing
Imagine, for a moment that, instead of being an attorney, you are a pile of tea.
I’m fairly certain no one has ever asked you to do so before, but bear with me.
You are a pile of tea. Not a big pile. A few ounces.
And, truth be told, you aren’t much different
I’m fairly certain no one has ever asked you to do so before, but bear with me.
You are a pile of tea. Not a big pile. A few ounces.
And, truth be told, you aren’t much different
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
than any other pile of tea. You might be a slightly different flavor. You might be decaffeinated. And, while tea connoisseurs might disagree, to almost everyone else, let’s face it, tea is tea.
Now, here’s your choice: You can put yourself in a generic box with
Now, here’s your choice: You can put yourself in a generic box with
; 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
the local supermarket chain’s logo on it and sell on aisle 14 for $1.99, or you can pack yourself into a fancy white box decorated with Japanese higura characters with delicate cranes and bonsai trees, call yourself Tazo, and sell at Starbucks for $4.99.
It’s up
It’s up
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
to you.
As a law firm marketer, you’re in a worse position than the tea in this analogy. At least tea has a tangible physical reality. What you are selling — a service — is invisible.
As best-selling author and marketing expert Harry Beckwith emphasizes in his
As a law firm marketer, you’re in a worse position than the tea in this analogy. At least tea has a tangible physical reality. What you are selling — a service — is invisible.
As best-selling author and marketing expert Harry Beckwith emphasizes in his
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
book, The Invisible Touch: “Products are made; services are delivered. Products are used; services are experienced. Products possess physical characteristics that we can evaluate before we buy; services do not even exist before we buy them. We request them, often
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
paying in advance. Then we receive them.”
That’s why image marketing — packaging — is important for products, and even more important for services. This is a truth that can be difficult to accept, but one you ignore at your peril. The buying process is an emotio
That’s why image marketing — packaging — is important for products, and even more important for services. This is a truth that can be difficult to accept, but one you ignore at your peril. The buying process is an emotio
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
nal process.
In marketing, packaging is more important than quality. Perhaps this is not such a difficult concept to comprehend, and yet attorneys often balk at the idea. It’s easy to understand why. They work hard to develop expertise in their given field. They
In marketing, packaging is more important than quality. Perhaps this is not such a difficult concept to comprehend, and yet attorneys often balk at the idea. It’s easy to understand why. They work hard to develop expertise in their given field. They
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
’ve gone to expensive schools to garner prestigious credentials. They are experts.
Attorneys often operate under the mistaken assumption that potential clients will see or hear about the attorney’s wonderful process and methods, great experience and tremendous e
Attorneys often operate under the mistaken assumption that potential clients will see or hear about the attorney’s wonderful process and methods, great experience and tremendous e
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ucation. They expect potential clients to rationally evaluate all this and choose the correct attorney to be the steward of their fortune.
Often the selection of an attorney comes down to something more simple: whether or not the prospect likes your tie.
I’m no
Often the selection of an attorney comes down to something more simple: whether or not the prospect likes your tie.
I’m no
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
t saying that the quality of work or service is unimportant. I’m not suggesting that style is more important than substance. I’m not asking anyone to be fake, or insincere, or flashy.
What I am saying is that people are attracted to (and buy on the basis of) sur
What I am saying is that people are attracted to (and buy on the basis of) sur
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
aces. Common sense will tell you this is true. There are all kinds of studies to show that the number one factor in used car sales is the cosmetic appearance of the car, not the mechanical condition. People who want to sell their homes create “curb appeal” by lan
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
dscaping attractively, or spending extra money on doors and driveways. People who really, really want to sell their homes light candles inside, play wonderful music, buy some fragrant potpourri and have plenty of fresh cut flowers on display.
We live through our
We live through our
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
senses. We make initial judgments based on surface impressions. We have no choice. We are not blessed with X-ray vision. As with most facts of reality, those who choose to battle this phenomenon will lose. Those who use it to their advantage will win.
Again, I’
Again, I’
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
not advocating that firms or attorneys be deceitful. I’m not advocating that you present yourself as something you are not. I urge you, in Beckwith’s words, to “look as great as you are.”
Remember, we’re speaking here of the buying process only — not fulfillmen
Remember, we’re speaking here of the buying process only — not fulfillmen
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
t, not client retention.
Most of us believe that our success ultimately will be determined by old-fashioned virtues: How hard we work; how effective our process; how great our knowledge; how special our service; and how inviolate our integrity. And when it comes
Most of us believe that our success ultimately will be determined by old-fashioned virtues: How hard we work; how effective our process; how great our knowledge; how special our service; and how inviolate our integrity. And when it comes
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
to keeping clients, these qualities are crucial.
When it comes to acquiring clients, an attorney’s talent, credentials, and experience are largely useless. They are simply claims that you make. In any case, potential clients are in no position to judge an attor
When it comes to acquiring clients, an attorney’s talent, credentials, and experience are largely useless. They are simply claims that you make. In any case, potential clients are in no position to judge an attor
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
ey’s expertise. They know little or nothing about the law, and are unable to distinguish between a C-plus attorney and an A-minus attorney.
People will not engage an attorney’s services because that attorney is the best estate planner. They will engage those ser
People will not engage an attorney’s services because that attorney is the best estate planner. They will engage those ser
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
vices because they like the attorney’s clothes, or office, or assistant, or brochure, or business card, or seminar, or smile. They won’t tell the attorney that this is the reason. They will tell him or her, that “it’s because I like you. I feel comfortable with y
.
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
u. I have confidence in you.”
In fact, since most of us are uncomfortable with the knowledge that we choose things based on looks and surface impressions, your potential clients will make large, subconscious efforts to convince themselves they have very good sub
In fact, since most of us are uncomfortable with the knowledge that we choose things based on looks and surface impressions, your potential clients will make large, subconscious efforts to convince themselves they have very good sub
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
stantive reasons for choosing you.
All the better. You’ve closed the deal. You can now set about proving your new clients right.
In marketing, perception is reality, and image creates perception. You are the tea. Now go out and get yourself a compelling package
All the better. You’ve closed the deal. You can now set about proving your new clients right.
In marketing, perception is reality, and image creates perception. You are the tea. Now go out and get yourself a compelling package
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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