Main Subject - Business

Succeeding with a guerrilla marketing attack is a very simple seven-step process. Take all seven steps and watch your profits rise and your competitors cringe. It's not as hard as you may think to succeed at a guerrilla marketing attack. And if

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

you launch one properly, you'll find that succeeding at business is also not as hard as you may have thought. Don't even think of skipping any of the seven steps to success because all seven are necessary. We're not talking about playing with ma

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

keting. We're talking about succeeding with marketing.

1. The first step is to research everything you can. That means carefully investigating your market, your product or service, your competition, your industry and your options in media. What

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

media reach your target audience? What media makes them respond and buy? Should you focus on advertising or direct marketing or a combination of the two? There are answers to these questions and guerrillas have the knack for coming up with 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

ight answers. As a person who is already connected to the Internet, you've got a head start in the research department. There is loads of information online that can propel you in the direction of success.

2. The second step is to write a benef

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ts list. Have a meeting. Invite your key personnel and at least one customer -- because customers are tuned in to benefits that you may not even consider to be benefits. Example, my wife patronizes a certain bookstore regularly, not because of t

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

heir books, but because of the carrot cake they serve in their cafe. Once you have a list of your benefits, select your competitive advantage because that's where you'll hang your marketing hat. If you haven't got a competitive advantage, you'll

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

have to create one because you'll need it. After all, anyone can come up with a benefits list. Figure out why people should patronize your business instead of that of a competitor.

3. Step number three is to select the weapons you'll use. In my

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

third guerrilla marketing online column, I listed an even 100 weapons from which you may make your selection. My recommendation is to use as many weapons as you can. Fifty of the hundred weapons are free. After you've selected the weaponry, put

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

the weapons into priority order. Next to each weapon, write the name of the person who is in charge of masterminding the use of the weapon plus the date it will be launched. Consider each date you write to be a promise you are making to yourself

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

Guerrillas do not kid themselves or lie to themselves, so be realistic. The idea of a guerrilla marketing attack is to select a lot of weapons, then launch them in slow motion -- at a pace that feels comfortable financially and emotionally. My

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

verage client takes 18 months to launch an attack. Don't rush.

4. The fourth step, and this is a toughie, is to maintain the attack. The first three steps are extremely simple compared to this fourth step. Maintaining the attack means sticking

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

with your plan and your weapons even though you don't get the instant gratification you want so much. Everyone wants success to come instantly, but it doesn't happen that way in real life. The Marlboro Man and Marlboro Country helped make Marlbo

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

o cigarettes the most successfully marketed brand is history. But after the first year of marketing, they didn't increase sales one bit for Marlboro. Maintaining the attack made it happen.

5. Step five is to keep track. Some of your weapons wil

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

hit bulls-eyes. Others will miss the target completely. How will you know which is which? By keeping track. By asking customers where they heard of you. By finding out what made them contact you. Keeping track is not easy, but it is necessary.

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

If you aren't ready to keep track, you aren't ready to launch your attack in the first place.

6. Step six is to make a guerrilla marketing calendar. This should be 52 rows long and five columns wide. The first column is called "Week" -- listing

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

in which week of the 52 weeks you did what you did in marketing. The second column is called "Thrust" -- referring to the thrust of your marketing that week. What were you saying? Offering? The third column is called "Media" and it refers to whi

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

h media you were using that week. The fourth column is called "Cost" and lets you project how much you'll be spending that week. The fifth column is called "Results" so you can give a letter grade to the week -- you know, an A, B, C, D or F. Aft

.

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

er one year, you compare your calendar to your sales figures and eliminate all but the A's and B's. It takes about three years to get a calendar loaded with slam dunks. Once you have one you'll feel like the client who said of his, "It's a lot l

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ke going to heaven without the inconvenience of dying."

7. The seventh step is to create a guerrilla marketing plan. Seven steps to succeeding with a guerrilla marketing attack. If it sounds easy, reread this column. It works, but it's not easy

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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Customer service is about more than mouthing the words customers want to hear in a manner so as to convey our inflection. It is important to understand where in a sentence we put the emphasis. Using a pleasant tone, effective intonation, and empathic emotion our voice can go a long way toward helping customers feel heard, valued and cared for.

Want to grow your business in 2007 profitably? This article gives you the basics.

You can always find a cold calling tip from pretty much any Tom, Dick, and Harry. For the best cold calling tip you can get-

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