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Main Subject - Business Networking Techniques
Over the last 6years I have presented to nearly 30,000 delegates and a wide variety of audiences and what I have learnt beyond doubt is that about 99% of them don’t like business networking. “I feel uncomfortable entering a room full of people I don’t know.” “I get nervous when I see an invitation I ought to accept” 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 are just two of the comments I hear. Or a third comment, “It’s not for me I get enough business through referrals and recommendations.” Now, that third response always brings me to ask what is the fundamental difference between getting business from referrals and getting it through business networking? Simple answer ; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug. Examples of combination products may in , the If you are content to wait for third parties to dictate the growth rate of your business, that is fine. Rely on clients and contacts to make those recommendations. However, if you want to dictate the growth of your business then I believe the most cost effective way to spread your message about who you are 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. you do and how your clients benefit from buying your services and products then business networking has to be the answer. Having spent literally hundreds of hours analysing these negative attitudes to business networking, I believe I now have most of the solutions to help overcome people’s fears and a here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe nxieties. Let me share my findings with you. Can I ask how do you feel when you go somewhere be it business networking or social and you are not likely to know many people. If you are like my seminar delegates or audiences you tell me things like: “I could make a fool of myself”, “I may not belong here”, “I am goi d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations. Combination pro ng to feel well outside my comfort zone”, “I am likely to be embarrassed”, and the list goes on and on. I know the key learning point here is virtually everyone feels the same, therefore as a consequence if you feel totally relaxed and comfortable you are abnormal! Don’t worry, there are just a few of us still aroun 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 d. Don’t misunderstand me but I know the root cause of all these fears, it is your mother’s fault. My mother, your mother, everyone’s mother, what did she tell us about strangers? That’s right never talk to strangers. What she forgot to tell us when we became mature teenagers that there was no harm in safe environme 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 nts in talking to people we don’t know. I now give you that permission because you will never be rejected. Rejection, that is the overall fear to networking. Zig Ziglar, that famous and international motivational speaker said “Fear false evidence appearing real”. Now think about it for a moment. When have you been nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically rejected when you have approached someone at a business networking event or social gathering? My guess is never, unless of course you don’t do it in the correct manner. Imagine a scenario. Your clients have invited you to the opening of their new premises and have been kind enough to include you on th 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 eir guest list. Let us move into that room. There are 50 people there and the only people you know are the hosts. You said your hellos to them then they move on to greet other guests. Now is the moment when I ask you to remember that 99% of the people in that room had similar misgivings and doubts. So, if it is a b ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi r do, go and get yourself a drink and look round the room and you will see them. There they are standing alone near the wall like Billy and Betty no mates. These people are standing there because of all the fears we have mentioned so far. They feel as if they have 2 ton of lead on each foot weighing them down, unable ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it. Following aspects would a to move. At best this is due to unease, at worst raw panic. Knowing now how they feel, take your drink, go up to them and from a short distance smile. Ask if you may join them, extend your hand, shake hands and introduce yourself. I think first names only are a great way to start to build a business relatio dd to the challenges in developing combination products: Which markets to tap where the combination products can do fairly well? Which combination prod nship. Most of us struggle with names, let’s keep it simple. At this moment please, please believe me, you will not be rejected. You will never be rejected. They will want to make you their friend for life at this point. They will want to give you a big mental hug and more than likely they will offer up a little praye cts are meaningful and rational? Which therapeutic categories to select? Which Combinations can address unmet needs of the patients? Do combin r of thanks. No one stands on their own by choice, they do it because of their lack of self-confidence, their worries and their misgivings. Even at this early stage you and Billy or Betty will have at least four things in common:
tions increase the patient compliance? What would be the developing cost? How to tackle the risks encountered during combination product developmen one. There are many easy subjects you could discuss. You could talk about your hosts. You could comment on the room if there is something different about it or you could ask “so Jo, (it’s changed n 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 ow from Billy or Betty Nomates because they have told you their real name) so Jo, how far have you travelled today to get here?” It does not matter what the opening question is as long as it is something Jo won’t have any problem answering! Believe me when I tell you that unless the person is truly antisocial, and yes ping new procedures for reviewing their safety, efficacy and quality. Professional from academic institutions, pharmaceutical industries, health care indust it does happen very occasionally, the conversation will begin to flow. More often than not, there will soon be common topics to talk about. It may be where you both live, where your businesses are based, the fact that you are both in the same sort of business. You may both be suppliers to the host. By this time, you y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products will both be feeling much more relaxed. And finally, a quick tip. If you are nervous about entering a full room at a business networking event, get there early. This gives you a chance to chat to your hosts a little longer and it is likely they will introduce you to fellow guests immediately. This of course, rules o . 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 ut lots of the negative feelings, which we have already covered. In other articles on business networking, we will talk about:
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements. Companies that provide selfless information through particip one person or a group of people 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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