Tags |
|
|
Links |
|
|
Digg It - Small Business Marketing Plans Are Bad For Business
If you are a small business owner or independent sales professional and you are working on, thinking about or reading about creating a marketing plan – STOP!!
So many so called “marketing experts” say you ne
So many so called “marketing experts” say you ne
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
ed a marketing plan and puke out all this “direct-from-the-textbook-junk” about how to create one and what it contains.
Traditional marketing text books and philosophies weren’t written for small businesses.
Traditional marketing text books and philosophies weren’t written for small businesses.
; 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
They were written for big corporations, so the irrelevant stuff between their covers doesn’t mean anything to you but wasted time, energy and cash.
Most marketing experts only know what’s in those college t
Most marketing experts only know what’s in those college t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
xt books – and I got to tell you for a small business that’s poison. I’ve read all the text books I have the advertising degree hanging on the wall. I’ve got the master’s degree too. And you wanna know what?
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
All that standard education information is garbage.
See, academics aren’t interested in the same things as entrepreneurs. They don’t think the same as us and they definitely don’t know anything about small b
See, academics aren’t interested in the same things as entrepreneurs. They don’t think the same as us and they definitely don’t know anything about small b
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
siness. They know theory and principles that work for the masses. That’s why this is standard education stuff. But standard education principles yield standard results and often times less when applied to sma
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
ll businesses.
I don’t know about you but I’m not looking for standard success. Standard success is $30,000 a year and a broken home for your kids. I think we are all aiming a bit higher, that’s why you’re r
I don’t know about you but I’m not looking for standard success. Standard success is $30,000 a year and a broken home for your kids. I think we are all aiming a bit higher, that’s why you’re r
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
eading this right now and seeking something more.
In that standard marketing education they talk about the “Four P’s of Marketing” (some say five P’s now). The Five P’s are product, price, placement, package
In that standard marketing education they talk about the “Four P’s of Marketing” (some say five P’s now). The Five P’s are product, price, placement, package
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
promotion.
For a small business the Five P’s are procrastination, procrastination, procrastination, procrastination, procrastination.
You need rapid but smart growth - and that’s not covered in a marketing
For a small business the Five P’s are procrastination, procrastination, procrastination, procrastination, procrastination.
You need rapid but smart growth - and that’s not covered in a marketing
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
plan or in the “Five P’s.”
What you need to create is a “Rapid And Smart Growth Plan Of Attack.”
This is a living and breathing one page document that evolves as you take action and test results.
And it’s
What you need to create is a “Rapid And Smart Growth Plan Of Attack.”
This is a living and breathing one page document that evolves as you take action and test results.
And it’s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
not just a plan. A plan gets filed away in your drawer because it’s too long and too complicated to do anything else with.
What I’m talking about is a plan of attack. If you want to find success you need to
What I’m talking about is a plan of attack. If you want to find success you need to
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
ATTACK IT!
I like to use a large easel and a big post it flip chart pad. I write in red marker so it’s ultra obvious and always carries a sense of urgency.
In this plan of attack you want to make a list of
I like to use a large easel and a big post it flip chart pad. I write in red marker so it’s ultra obvious and always carries a sense of urgency.
In this plan of attack you want to make a list of
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
no more than two or three narrowly defined targets to go after. You need to solidify your Gravitational Proposition – a unique offering statement that is irresistible to your target and pulls them to you with
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
a natural, powerful force.
Your Gravitational Proposition should answer these questions.
1. What is it you are trying to sell?
2. What HUGE benefit does your customer get from the purchase?
3. How much do
Your Gravitational Proposition should answer these questions.
1. What is it you are trying to sell?
2. What HUGE benefit does your customer get from the purchase?
3. How much do
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
es it cost?
4. Why proof do you offer/why should I believe you?
Your proposition doesn’t have to contain all of these things but a combination of the ones that puts your offering in the best light possible.
4. Why proof do you offer/why should I believe you?
Your proposition doesn’t have to contain all of these things but a combination of the ones that puts your offering in the best light possible.
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
The next thing on your action plan should be the steps you will take to attack your prospects and the individual actions you will take to accomplish those steps.
Cross each one off the list as you finish it
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
and add new ideas as you come up with them. Only add ideas when you can add actionable steps to take to implement those ideas.
Create time deadlines for each set of steps to incentivize yourself to get them
Create time deadlines for each set of steps to incentivize yourself to get them
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
done. Even create rewards for accomplishing the projects. You must block out at least one day per week where you do nothing but plan and act – otherwise you are doomed to have slow growth and mediocre result
.
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
.
You must change your mindset. You must realize your main job is marketer not doer or seller or manager. Marketing is the most important job you can master if you desire success in large scale.
So forget t
You must change your mindset. You must realize your main job is marketer not doer or seller or manager. Marketing is the most important job you can master if you desire success in large scale.
So forget t
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
he marketing plan, the four or five P’s and start creating rapid and smart growth by taking aggressive action. Remember that you must test and measure all of your efforts for effectiveness and act accordingly
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/29001/diggit-Small-Business-Marketing-Plans-Are-Bad-For-Business.html">Small Business Marketing Plans Are Bad For Business</a>
BB link (for phorums):
[url=http://www.diggit.org.ua/article/29001/diggit-Small-Business-Marketing-Plans-Are-Bad-For-Business.html]Small Business Marketing Plans Are Bad For Business[/url]
Related Articles:
Corporate Restructuring: Advice For Surviving A Restructuring
Car Wash Fundraisers; To Vacuum or Not to Vacuum - That is the Question
Bookmark it:
|