Digg It - Business

If you want to double your business, then you need to get inside your client's head through proprietary research and provocative results.

By conducting proprietary research, you obtain special information that prospective clients can't find elsewhere. The foundation of client seduction i

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

s to give away useful information that demonstrates to clients you have the expertise to help them. Giving away general problem-solving information is good, but it is not good enough. You need to offer specifics, and the more provocatively you can package the results, the better.

Profess

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

Examples of combination products may in

ionals, consultants and technology entrepreneurs can use proprietary research to obtain clients, even during tough economic times. A recent case in point is Enterpulse, an Atlanta-based Web services firm that designs and builds corporate Web sites. Projects can be extremely complex, encom

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

passing both the external and internal Web presence of a company and serving an intricate network of customers, employees and suppliers.

According to Enterpulse, 2002 was a "now or never" year as the deepening technology recession further eroded sales and prospects. Many of the firm's la

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

ger and better-known competitors had gone bankrupt in the previous 12 months. Enterpulse, a midsized firm, actually viewed this as an opportunity to become a bigger player and gain market share in its category. But the company needed to make a bold move to raise its visibility, boost sale

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

Combination pro

s and leave its few remaining competitors behind.

To overcome the challenges in communicating with Enterpulse's audiences, the firm commissioned a proprietary research study through Ketchum Public Relations of heavy business Internet users. The survey results would be useful to interest

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

the media in a new story angle on the Internet, and also to give executive information technology decision-makers compelling data for evaluating their companies' Web presence from a user perspective.

The result was 265 qualified U.S. leads for the sales force to pursue, with three of the

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

e leads quickly converting to signed contracts. The entire budget was $100,000, including $25,000 in out-of-pocket expenses. With an average engagement of $250,000 per client, this means a return on investment of at least 650 percent.

Internet death penalty

How did they do it? En

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

terpulse had to overcome two pivotal challenges in communicating with prospective customers: Reporters Ketchum talked with were not particularly interested in writing about the Internet anymore -- unless the reporter could unearth a new angle and back it up with examples. Making the c

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

ase for a user-centric Web experience would require strong evidence to convince an analytical, data-oriented audience of IT decision-makers.

Ketchum Research developed and conducted a survey of more than 300 heavy Internet users in the fields of IT, sales/marketing, purchasing and human

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

esources.

The proprietary research results revealed that users overwhelmingly expect Web sites to be user-friendly or they won't return. Enterpulse and Ketchum called this end result the "Internet Death Penalty" and showcased the phrase in press materials and media outreach to attract ma

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

Following aspects would a

ximum attention. If you want attention, you need to be provocative.

How to publicize results

But being provocative is only the first step. You also need to be proactive in spreading the results of the research. Ketchum helped Enterpulse CEO Michael Reene write a provocative whi

dd to the challenges in developing combination products:

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

te paper to alert companies to the fact that they should evaluate their Web presence from a user perspective, or else risk alienating customers. The white paper was featured on the home page of Enterpulse's Web site, www.Enterpulse.com. The firm traded the white paper for e-mail addresses

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

and required interested persons wishing to download a free copy to first input their contact information into an online form.

Enterpulse hired Ketchum to conduct a 30-day media relations campaign. The news release was issued via Business Wire and Internet Wire. Ketchum also contacted na

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

ional business media, the top 100 daily newspapers, and key trade media in the IT, banking and retail vertical markets. Reporters were provided with a link to the white paper for further information and also offered a detailed analysis of the survey results.

Media interviews were conduct

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

ed with Reene, who used real-world examples of Web sites relevant to the survey results to support the white paper's premise. A bylined article (based on the news release) was written and placed in several IT-oriented publications.

Media coverage for the survey clearly convinced informat

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

Professional from academic institutions, pharmaceutical industries, health care indust

ion technology decision-makers to take a closer look at Enterpulse's thesis -- as evidenced by more than 1,000 downloads of the white paper on the Enterpulse Web site by high-profile organizations such as Disney, American Airlines, Princeton University, Hallmark and Panasonic.

To date, 1

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

daily newspapers, 60 metro business journals, 20 industry/IT trade publications and four radio spots have featured Enterpulse's findings. Coverage highlights include USA Today, Newsbytes, CNET, InfoWorld, 60-plus metro business weeklies around the country and Stores Magazine.

The campai

.

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

gn appears to be spreading virally over time, with additional daily newspapers, Web sites and other outlets continuing to pick up the survey results from the original wire story and from publications that featured the story.

Always keep in mind that the information a potential client mos

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

Companies that provide selfless information through particip

t wants to know is: "How does my company compare to others?" There is a hidden fear in the back of every executive's mind that some critical piece of business intelligence is missing. Nobody wants to be behind the learning curve, especially in today's rapidly changing business environment

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/29249/diggit-Provacative-Research-Works.html">Provacative Research Works</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/29249/diggit-Provacative-Research-Works.html]Provacative Research Works[/url]

In addition to the results, there are a number of other benefits to using the services of a Dallas office cleaning company. One of those other benefits is the time that you should be able to save. If you are currently not using the services of a professional Dallas office cleaning company, how is your office getting cleaned?

The article discusses web 2.0 and how those applications are effecting recruiting. It is helpful to small business owners, recruiters, tech companies, and human resource professionals.

The secret to attracting new donors, renewing support, raising funds, building relationships, and retaining loyal donors with direct mail is to ask yourself the tough questions before you ask anyone for a donation. You need to know who you are writing to, why you are writing them, and what you want them to do.

Tags

Links

Digg It - Provacative Research Works

Related Articles: