Tags |
|
|
Links |
|
|
Digg It - Exposed: Your Customers' Most Secret Desires
There’s one thing that every consumer in the world is seeking. It doesn’t matter if that person is a blue-collar worker or an executive for a Fortune 500 company. This “thing” is the same for everyone. And if you can help your poten
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
tial customer find it, you will profit far beyond your competitors and dominate your market.
What could this thing be?
A solution?
A resolution?
An experience?
A feeling?
A benefit?
A low price?
A bra
What could this thing be?
A solution?
A resolution?
An experience?
A feeling?
A benefit?
A low price?
A bra
; 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
d?
Nope. Not even close.
Consumers have other things they could be doing with their time than buying your product or service. They could be expanding their career, spending time with their kids, watching reality TV, volunteering o
Nope. Not even close.
Consumers have other things they could be doing with their time than buying your product or service. They could be expanding their career, spending time with their kids, watching reality TV, volunteering o
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
swimming in their pool.
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them wha
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them wha
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
they’re truly searching for, the sale would be made sooner…and you’d be more likely to get the lion’s share of the business.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A s
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A s
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
mple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few
But it so rarely exists.
To witness this marketing crime in action, just spend a few
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
bservant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest fo
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
a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need – and the seller is shrugging their shoulders wondering why sales are in a slump.
Ultimately you are lumped in t
Ultimately you are lumped in t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and cle
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and cle
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
r statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your fair share of the market is to take Earl Nightingale’
1. Do The Opposite: One great way to get more than your fair share of the market is to take Earl Nightingale’
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
advice, "If you want to be successful, look at what everyone else is doing, and do the opposite."
Most of the people in your industry have similar backgrounds and experiences. But the opportunity for success and the attention of y
Most of the people in your industry have similar backgrounds and experiences. But the opportunity for success and the attention of y
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
ur prospects is endless.
You must become a risk-taker. Status quo thinking and common sense action delivers status quo and common results. If you are seeking more than average results and success you need to do the opposite.
Doing
You must become a risk-taker. Status quo thinking and common sense action delivers status quo and common results. If you are seeking more than average results and success you need to do the opposite.
Doing
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
what’s comfortable is safe for you – but boring for your customers. And it fails to deliver any kind of preference. Boring is invisible and invisible means no sale.
2. Give Value First: At the beginning of every buyer/seller relati
2. Give Value First: At the beginning of every buyer/seller relati
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
nship there is a set of emotions like fear, distrust, uncertainty and lack of knowledge that exists and stands between you and the sale. Think of this as the Mighty Wall Of Mistrust.
Most marketers try to do a standing jump over th
Most marketers try to do a standing jump over th
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
wall, only to miss it by a mile.
It’s foolish to try to jump the wall in a single bound. The smart thing to do is break the wall down from the bottom, brick by brick.
By providing your customers with valuable information that hel
It’s foolish to try to jump the wall in a single bound. The smart thing to do is break the wall down from the bottom, brick by brick.
By providing your customers with valuable information that hel
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 them develop a preference, you put yourself on the same side of the table as them. You become a trusted advisor instead of a product-pusher.
This allows you to bulldoze wall and overcome all the emotions that stand in the way of
This allows you to bulldoze wall and overcome all the emotions that stand in the way of
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
he sale.
3. Create An Irresistible Offer: While all of your competitors are screaming price or quality, service or selection, you must create a truly compelling, irresistible offer.
Analyze your offering and find out what you do t
3. Create An Irresistible Offer: While all of your competitors are screaming price or quality, service or selection, you must create a truly compelling, irresistible offer.
Analyze your offering and find out what you do t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
at your competitors don’t do (or don’t talk about) that delivers a high return on investment for your customers.
Focus on the value-added services your product or service provides. Do you offer a unique warranty or satisfaction gua
Focus on the value-added services your product or service provides. Do you offer a unique warranty or satisfaction gua
.
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
antee? Do you include a maintenance package with your product? Do you give free car washes to your customers on Thursdays?
This is not about pulling silly marketing stunts like pink gorillas on your roof or talking dogs in your com
This is not about pulling silly marketing stunts like pink gorillas on your roof or talking dogs in your com
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
ercials. This is about creating something truly unique and valuable that your customers can latch on to and understand and tell others about then tying that something directly into the overwhelming value you bring to the marketplace
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/28611/diggit-Exposed-Your-Customers-Most-Secret-Desires.html">Exposed: Your Customers' Most Secret Desires</a>
BB link (for phorums):
[url=http://www.diggit.org.ua/article/28611/diggit-Exposed-Your-Customers-Most-Secret-Desires.html]Exposed: Your Customers' Most Secret Desires[/url]
Related Articles:
Advertising Basics for Beginners
Customer Service and Conservative Political Conversations
Bookmark it:
|