Digg It - Business

“Be who you are and say what you feel because those who mind don't matter and those who matter don't mind.” —Dr. Seuss

Some solopreneurs go for their goals and Client Attraction assignments with amazing zest and enthusiasm. They’re the I-know-what-I-want-just-give-me-the-tools-and-let-me-at-‘em-Fabienne type of folks. Nothing gets in the way and

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

they just get things done. The majority of folks, however, at one point or another, get stopped in their own marketing tracks.

It’s usually NOT a lack of how-to, but something else that invisibly stops them. You may have asked yourself, “If I know what I want, and I know how to do it, and it’s all spelled out for me here, then WHY am I not getting it do

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

Examples of combination products may in

e?” It’s frustrating and sometimes demoralizing, because we often end up beating ourselves up as a result. I know I have.

I call it the case of the missing obstacle. When you know something’s stopping you, when you’re sabotaging your own behavior, but you don’t know WHY, it’s time to delve deeper to see what the gunk is that’s underneath the surface. If

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 don’t figure this out, you’ll stay in the exact same ‘stuck’ marketing place and not grow your business.

Here’s a client example. “Susan” and I had been talking about sending out a specific letter to her network, for MONTHS. As I do with every client, I’ve given her 8 or 9 different examples of what the letter can look like. Heck, she probably even

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

has it written already, but for some reason, it hasn’t been sent out yet. And every time I ask what’s going on, the answer is mumbled and unclear. I took a compassionately ruthless stand for her and asked if I could figure out with her what was going on. We dove in.

You hear people talk about ‘Fear of Failure’ all the time, but in my experience, ‘Fear of Su

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

Combination pro

cess’ is just as prevalent. You see, Susan knows deep down inside that when she sends that letter of introduction about her services to her entire network (friends, family, clients, prospects, colleagues, former co-workers, etc.), she would essentially be ‘outing’ herself, she wouldn’t be able to hide and play small anymore. She would eventually get lots of

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

clients as a result (it’s inevitable; I’ve seen it hundreds of times over).

This ‘Fear of Success’ was stopping her because it was combined with a nasty case of ‘Fear of What Others Will Think.’ What really kept her from sending the letter talking about her new business was imagining her former colleagues, those she did extensive training with, receivi

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

g the letter and thinking:

“She is so presumptuous to think that I would want to help her.”

“What has she DONE with her training?! This isn’t serious.”

“What she’s doing now is flaky, shallow, and unprofessional.”

“She had such potential as a blank-blank-blank; I can’t take her seriously anymore.”

But tha

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

t wasn’t all! On top of all that, my client was also worried that if/when she fills her practice and becomes financially successful, people will envy her, will think she’s too good for them, and won’t like her (old gunk passed down from her mother).

No wonder she didn’t want to send the letter! The deep-seated fear of having colleagues disapprove of

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

her, added to the fear that people won’t like her when she becomes successful, was almost unbearable. The thing is, none of these was valid; they were all self-created (we deflated each of these balloons down to nothing). So essentially, all of these fears were made-up, and null and void. She committed to doing the letter this week. It was a major breakthrough

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

or her.

Now, don’t get me wrong here. I’m no stranger to the fear of what others will think. In fact, I was a pro at it, until recently. For 36 years, and until a few months ago, I would stop myself in my own tracks and not know why. Now, I’m a self-described high-achieving-go-getter and all that, but underneath, I played it safe for fear of what others

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

Following aspects would a

will think, just because I wanted people to like me.

The thing I realized recently is that you can NEVER control what people think about you. Yes, you can do smoke and mirrors, fancy manipulation, and damage control, but in the end, people will think about you what they will, good or bad. And even if it’s GOOD, you can’t control it, because everyone’s

dd to the challenges in developing combination products:

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

hinking about others through their own filter. Each impression of you is filtered through their own experiences, their own fears, their own projections, and all that stuff you can’t control, even if you tried tirelessly.

So I have a new expression. It’s two words and it’s not appropriate for printing here (my clients know what it is), but when I start t

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

hinking about what OTHERS will think of me if I do something, I say it quietly to myself. Inevitably I smile, because it’s a little naughty, and then I go do the thing that’s going to move my business forward, no longer as worried about what others will think. It works for me and now a bunch of my private clients use the same unsophisticated, yet very effective

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

technique. :)

Do you see how tricky this whole thing is? Getting stopped in marketing is not 100% lack of marketing knowledge. It’s also that OTHER invisible stuff, which is holding us back that we don’t see or can’t touch. And when you eliminate it, when you pop those balloons of fear and limiting beliefs, then there’s nothing left to hold you back.

<

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

>You can then move forward easily, in marketing, in life, and into making what you REALLY want to make in your own business. Otherwise, you’re playing small and what’s the point in that? My friend Maria makes me laugh when she says, “Go BIG or go home.” It’s my new motto, and falls right in with the following quote. Although you’ve seen it a thousand times,

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

Professional from academic institutions, pharmaceutical industries, health care indust

it bears reading again, in light of what we’re talking about today:

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to b

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

? You are a child of God. Your playing small does not serve the world.

There is nothing enlightened about shrinking so that other people won't feel insecure around you. We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It's not just in some of us; it's in everyone. And as we let our own ligh

.

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

t shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.” —Marianne Williamson

Your Assignment:

You can NEVER be fully Client Attractive when you’re worried about what others will think, when you shrink and minimize yourself

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

Companies that provide selfless information through particip

nd your talents for fear of making it big and then having others envy you. To get you out of your own way when it comes to marketing, I want to change the Dr. Seuss quote slightly:

“Be who you are and [get marketing] because those who mind don't matter and those who matter don't mind.”

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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The barcode, generally called the Universal Product Code, has been in use in America since the 1970s. There are several patterns of codes including dots, concentric circles, and hidden images. As barcodes are very useful in tracking inventory and identifying legitimate record labels, it has become a vital tool in all organizations and firms.

Getting a graduate degree will almost guarantee that you will receive a salary increase. Here are some more reasons that a graduate degree will be well worth it.

There isn’t a steadfast rule in determining a proper Management to Staff ratio. However, there are some guidelines that can assist in establishing a ratio that allows Upper Management to efficiently assess and evaluate a department, department managers to efficiently assess and evaluate employees. And a company to create benchmarks to gauge and define a model ratio that works best with their business model.

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