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Digg It - Getting Your Prospects' Attention: Create A Character!
When you are marketing and selling a product or service,
it's key that you understand who you are talking to.
Who is your ideal customer?
Who has a problem that you, your product or service can solve?
Who would be most interested in your product or
Who is your ideal customer?
Who has a problem that you, your product or service can solve?
Who would be most interested in your product or
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
service?
Who is most likely to buy your product or service?
Once you identify who the best customer or ideal client is for your product or service, write a description of that person.
How old are they?
Are they male or female?
Where do they live?
Who is most likely to buy your product or service?
Once you identify who the best customer or ideal client is for your product or service, write a description of that person.
How old are they?
Are they male or female?
Where do they live?
; 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
What kind of work do they do?
What do they do for fun?
What is the problem your product or service can help them solve?
Are they affluent or is money tight?
You may not have all the answers to these questions, but do the best you can to write a det
What do they do for fun?
What is the problem your product or service can help them solve?
Are they affluent or is money tight?
You may not have all the answers to these questions, but do the best you can to write a det
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
iled description.
Once you have completed the description, take it one step further: Create a character.
What exactly do I mean by that?
Picture in your mind, a single person who embodies all of these characteristics. Once you have a picture in you
Once you have completed the description, take it one step further: Create a character.
What exactly do I mean by that?
Picture in your mind, a single person who embodies all of these characteristics. Once you have a picture in you
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r
mind, begin to think about who this person is.
Here's an example
Let's say you are a wellness coach or fitness professional and your ideal client is a middle-aged, overweight woman who does not currently take very good care of herself, but wish
Here's an example
Let's say you are a wellness coach or fitness professional and your ideal client is a middle-aged, overweight woman who does not currently take very good care of herself, but wish
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s to drop a few pounds and get healthier.
First, here's a description
She is a woman between the ages of 35 and 50 years old; she's married with school-aged children; she works full- or part-time; leads a stressful, busy life trying to manage her f
First, here's a description
She is a woman between the ages of 35 and 50 years old; she's married with school-aged children; she works full- or part-time; leads a stressful, busy life trying to manage her f
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
mily and work responsibilities; doesn't take very good
care of herself because she's always caring for others; is
20-30 pounds overweight as a result; and doesn't eat
very healthfully.
Now, here's how we create a character
First, we give her a name
Now, here's how we create a character
First, we give her a name
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
: Mary Smith
Then we imagine how her typical day goes, as follows:
Mary gets up at 6:00am and fixes breakfast for her two elementary school-aged children. She helps them get dressed and ready for school. She makes their lunches. She kisses her hus
Then we imagine how her typical day goes, as follows:
Mary gets up at 6:00am and fixes breakfast for her two elementary school-aged children. She helps them get dressed and ready for school. She makes their lunches. She kisses her hus
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
and goodbye as he leaves for work,
and proceeds to get ready for work herself.
Mary loads the kids in the car, drops them off at school, and heads to work. She works in a busy office, and rarely takes time off for lunch. Because she usually doesn'
Mary loads the kids in the car, drops them off at school, and heads to work. She works in a busy office, and rarely takes time off for lunch. Because she usually doesn'
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
make
time to pack her own lunch, she often runs out for fast food
or another quick take-out lunch, and returns to the office to
eat at her desk while she works.
At about 3:00pm, Mary needs a pick-me-up so she grabs a soda and a sugary snack from
At about 3:00pm, Mary needs a pick-me-up so she grabs a soda and a sugary snack from
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
he vending machine.
Mary leaves the office at 5:30 and heads to the babysitter to pick up the kids. They arrive home between 6:30 and 7:00pm, tired and hungry.
Dinner is often fast food, frozen pizza or another quick meal, usually lacking in solid n
Mary leaves the office at 5:30 and heads to the babysitter to pick up the kids. They arrive home between 6:30 and 7:00pm, tired and hungry.
Dinner is often fast food, frozen pizza or another quick meal, usually lacking in solid n
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
utrition.
After dinner Mary helps the kids with their homework, gives them a bath and puts them to bed.
She sits down to relax in front of the TV with her husband around 9:00pm and has some ice cream f:00am to start this routine all over again.
No
After dinner Mary helps the kids with their homework, gives them a bath and puts them to bed.
She sits down to relax in front of the TV with her husband around 9:00pm and has some ice cream f:00am to start this routine all over again.
No
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
, let me ask you a question
Do you feel like you know and understand your prospective client better based on the general description (age, family status, etc.) or based on the detailed 'character' description about Mary Smith and her typical day?
W
Do you feel like you know and understand your prospective client better based on the general description (age, family status, etc.) or based on the detailed 'character' description about Mary Smith and her typical day?
W
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
ich description would best enable you to create effective
marketing messages?
Which description would enable you to select places to put your marketing messages to reach this ideal client?
If you're like most people, your answer is the detailed cha
Which description would enable you to select places to put your marketing messages to reach this ideal client?
If you're like most people, your answer is the detailed cha
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
racter description because it turns a generalized
description of your ideal client into a person you can
understand. A person who has very clear challenges
and issues you can help solve.
Yes, you will be making some assumptions and generalities w
Yes, you will be making some assumptions and generalities w
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
en you do this. That's okay. Just consider you are creating
a character that represents the type of client you would like to
reach with your marketing. This character is merely a
representation.
Combine the character description with a photo
To f
Combine the character description with a photo
To f
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
rther identify with your ideal client, you may even want to
post this character description along with a photo cut-out from
a magazine to represent him/her, as a reminder of who you are
marketing to.
Creating a character brings your target audience
Creating a character brings your target audience
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
to life
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into th
It allows you to market and speak to people. It enables you to create messages that touch those ideal clients and truly address the challenges they face in their daily lives. It allows you to see how you, your product or service fits into th
.
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
ir lives as a solution
to those problems.
It enables you to market more effectively
I challenge you to look at your target audience description and take it one step further and create a character. Then make sure all of your marketing is designed to
It enables you to market more effectively
I challenge you to look at your target audience description and take it one step further and create a character. Then make sure all of your marketing is designed to
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
peak to that person in
language that resonates with them and helps them see you
understand their issues or needs.
Try it. I think you'll find that your marketing becomes much more powerful and effective as a result.
(C) Copyright 2005 Debbie LaChus
Try it. I think you'll find that your marketing becomes much more powerful and effective as a result.
(C) Copyright 2005 Debbie LaChus
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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