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Main Subject - Interruption Sucks - Interaction Rocks
Radio ads. Billboards. Wall Posters. Yellow pages. Pamphlets. Leaflets. Brochures. TV commercials. Newspapers ads. Magazine ads. Pop ups. Fax Outs. Hiring a fat guy to stand out on the street corner during traffic with a big sandwich board three blocks down t
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
he street from your restaurant. Pitching the media to do stories about you. Standing at a big flashy booth at a trade show giving away free pens. Blinking web ads. Direct Email. Cold calls. Direct Mail. Driving down the street, slowing down in front of pedestrian
; 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
s, rolling down your window and asking them, “Hey, you wanna buy a home stereo?”
That last example actually happened to me last week while walking down the street in downtown Chicago. It was ridiculous!
And it got me thinking: what do all of those marketing techniqu
That last example actually happened to me last week while walking down the street in downtown Chicago. It was ridiculous!
And it got me thinking: what do all of those marketing techniqu
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
es have in common?
A few things, really:
• They suck
• They annoy people
• They cost money
• They waste money
• They waste trees
• They are antiquated, boring and ineffective marketing channels created around interruption
Interruption, I
A few things, really:
• They suck
• They annoy people
• They cost money
• They waste money
• They waste trees
• They are antiquated, boring and ineffective marketing channels created around interruption
Interruption, I
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
say!
And they don’t work any more.
Because people are tired of being interrupted and being YELLED AT to buy stuff.
Bestselling author Seth Godin first noticed this trend in 1998. His revolutionary interview in FastCompany magazine quoted him as saying, “The
And they don’t work any more.
Because people are tired of being interrupted and being YELLED AT to buy stuff.
Bestselling author Seth Godin first noticed this trend in 1998. His revolutionary interview in FastCompany magazine quoted him as saying, “The
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
re's too much going on in our lives for us to enjoy being interrupted anymore. So, our natural response is to ignore the interruptions.”
Gets worse.
In 2004, a UCLA study reported that the average consumer sees 3000 marketing messages in one day. Course, that was a
Gets worse.
In 2004, a UCLA study reported that the average consumer sees 3000 marketing messages in one day. Course, that was a
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
few years ago. By now, I bet it’s well over 5000.
Interruption.
This word has been on my mind a lot lately, and here’s why…
See, tomorrow is November 1st. Which means my company will celebrate its four-year anniversary in a few months. (Woo hoo!)
Now, I will tel
Interruption.
This word has been on my mind a lot lately, and here’s why…
See, tomorrow is November 1st. Which means my company will celebrate its four-year anniversary in a few months. (Woo hoo!)
Now, I will tel
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
l you that, for the few years of my company’s existence, I didn’t make much money.
OK, fine. I didn’t make ANY money.
However, 2006 was a stellar year. I almost tripled my projected revenue. I surpassed most of my year-end goals by October. I even managed to take
OK, fine. I didn’t make ANY money.
However, 2006 was a stellar year. I almost tripled my projected revenue. I surpassed most of my year-end goals by October. I even managed to take
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
some time off! (Double woo hoo!)
And so to me, I take this as a sign that my marketing efforts are (finally!) paying off.
But, I have a confession to make. In fact, I have three of them.
In the history of my career as an entrepreneur:
1) I’ve never made a cold ca
And so to me, I take this as a sign that my marketing efforts are (finally!) paying off.
But, I have a confession to make. In fact, I have three of them.
In the history of my career as an entrepreneur:
1) I’ve never made a cold ca
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
ll.
2) I’ve never run an advertisement.
3) I’ve never “pitched” the media.
I know. Doesn’t seem normal, does it?
Well, that’s just the way I do business.
Because any day of the week, I’d rather: concentrate my marketing efforts on creating a se
2) I’ve never run an advertisement.
3) I’ve never “pitched” the media.
I know. Doesn’t seem normal, does it?
Well, that’s just the way I do business.
Because any day of the week, I’d rather: concentrate my marketing efforts on creating a se
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
se of attraction, a sense of gravity; that magnetizes customers, prospects and fans toward my company through a process of delivering value in the vehicle known as my brand...
...than run some crappy ad. Or interrupt someone’s day with an annoying cold call. Or send
...than run some crappy ad. Or interrupt someone’s day with an annoying cold call. Or send
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
out a direct mail piece. Or...
You get the point: interruption.
Therefore, if interruption is the enemy of successful marketing, what’s the ally?
My theory: interaction.
Look. I’ve been wearing a nametag 24-7 for just over 6 years now. And if ther
You get the point: interruption.
Therefore, if interruption is the enemy of successful marketing, what’s the ally?
My theory: interaction.
Look. I’ve been wearing a nametag 24-7 for just over 6 years now. And if ther
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
e’s one thing I’ve learned from tens of thousands of encounters - with new people I otherwise never would have met – it’s this: interruption sucks, interaction rocks.
Now, what exactly do I mean by interaction? I’m talking about direct contact with your custom
Now, what exactly do I mean by interaction? I’m talking about direct contact with your custom
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
ers and prospects. Building community. Making friends. Creating and keeping fans. Hanging out. Delivering value. Developing relationships.
Specifically, stuff like...
Posting on your blog. Commenting on somebody else’s blog. Publishing articles in your commun
Specifically, stuff like...
Posting on your blog. Commenting on somebody else’s blog. Publishing articles in your commun
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
ity’s newspaper. Giving speeches at Chamber meetings. Lunches with friends. Lunches with customers. Lunches with potential customers. Publishing an ezine. Doing an audio podcast. Chat rooms. Bulletin boards. Speaking at trade shows. Attending networking function
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
s. Doing a video podcast. Posting your pictures on Flickr. Instant messaging. Widgets. RSS feeds. MySpace. MyYearbook. Tagworld. Digg. Delicious. Squidoo. LinkdIn. Flickr. Wikipedia. Fr
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
iendster. Facebook. LiveJournal. Match.com. Online discussion boards. Facilitating word of mouth. Throwing an open house or party at your office. Doing an interview on the radio. Going on a talk show. Talking to strangers!
And the list goes on an on.
So. Big
And the list goes on an on.
So. Big
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
question of the day: what do all of those marketing channels have in common?
A few things, really:
• They’re fun
• They connect with people
• They cost little or no money
• They save money
• They save time
• They are fresh, cool and effective
A few things, really:
• They’re fun
• They connect with people
• They cost little or no money
• They save money
• They save time
• They are fresh, cool and effective
.
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
marketing created around interaction
Interaction, I say!
And they work. They work really, really, really well.
Because customers are excited about interacting and participating with cool stuff, people and ideas that make them feel comfortable and respected.
S
Interaction, I say!
And they work. They work really, really, really well.
Because customers are excited about interacting and participating with cool stuff, people and ideas that make them feel comfortable and respected.
S
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
o, I said it once and I’ll say it again: interruption sucks, interaction rocks.
LET ME ASK YA THIS…
Is your marketing interrupting or interacting?
LET ME SUGGEST THIS…
Email me a list of 10 possible interaction marketing channels. I'll post them on my blog
LET ME ASK YA THIS…
Is your marketing interrupting or interacting?
LET ME SUGGEST THIS…
Email me a list of 10 possible interaction marketing channels. I'll post them on my blog
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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