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Mortgage marketing to Realtors involves having a crystal clear position that establishes credibility, so that you can develop a consistent dialogue with prospects and guide them at every stage of the relationship building process.

Declaring your

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

position begins with creating a Positioning Statement. It is a no nonsense statement of how you want to be perceived. It provides direction and focuses around your claim of expertise. It answers the questions:

- What do you do, and for

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

Examples of combination products may in

whom?
- What is your niche?
- What makes you different from the competition?
- What is the customer benefit of that difference?

Writing one is a very useful exercise. It requires you to identify, and then articul

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

ate in a concise and brief statement your distinct value to your prospect in relation to your competitors.

What Business You’re In

The first part of your statement describes your ideal client. Lets say you’re focused on servicing agents in

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

geographic area. The beginning could say, “John Smith, a member of ABC Mortgage, services agents in Beverly Hills.”

On the other hand, maybe your ideal client isn’t determined geographically, instead it’s determined by experience. If so, your stat

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

Combination pro

ment may start with, “John Smith, a mortgage professional with ABC Mortgage, helps million dollar producing agents.”

What Problem You Solve

The first part sets the tone so the second part can heat up the interest. If you research y

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

our competitors Positioning Statements, you’ll find that they all say the same thing. It’s full of hyperbole and doesn’t stimulate interest.

To get someone’s attention, you have to accurately describe his or her problem. Agents will read anything t

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

at addresses a difficult problem that needs solving.

What if you can help agents who struggle producing client referrals consistently? Your statement would read, “John Smith, a mortgage professional with ABC Mortgage, helps million dollar produ

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

ing agents who struggle capturing client referrals consistently.”

How You’re Different

Third, take a long look at your competition. Who directly competes with you for the same agents? What are they offering, and to whom? How are their

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

offerings similar to yours, and how are they unique? Only by understanding your competition can you recognize and capitalize on the unique value of your own expertise. And then you can position it where it is most appealing to agents.

When you know your

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

competition’s weakness, you can position them to the side, so you become front and center. For example, if you’re losing agents to agencies with in-house lenders, your statement might say, “John Smith, a consultant with ABC Mortgage, helps million

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

Following aspects would a

ollar producing agents who struggle capturing client referrals consistently. Unlike in-house lenders who are limited in the customer care they render, John Smith specializes in client loyalty strategies...”

Your Positioning Statement places the comp

dd to the challenges in developing combination products:

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

etition on the shelf so you can tell how you’re different. While you’re helping the prospect become aware of your competition’s weakness, without it being derogatory, you can differentiate your expertise in the prospect’s mind.

What Unique Benefit

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

lients Derive

Finally, make a list of the benefits of your expertise to your targeted audience- from their perspective. And be careful not to confuse features with benefits. Features are the defining elements of your services. Benefits are the

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

tangible or intangible ways that Agents gain from experiencing those features. The benefit you describe should be a result of the problem solved.

If you solve the problem of client referrals, your Positioning Statement might sound like, “John S

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

mith, a consultant with ABC Mortgage, helps million dollar producing agents who struggle capturing client referrals consistently. Unlike in-house lenders who are limited in the customer care they render, John Smith specializes in client loyalty strategies s

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

Professional from academic institutions, pharmaceutical industries, health care indust

his agents enjoy a steady stream of referrals.”

Explaining the unique benefit Agents derive from your service is the same as describing your Unique Competitive Advantage (UCA). Like when you’re in an elevator and only have moments to tell som

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

one what you do, you use your UCA to generate interest. You can use an UCA by itself, like with business cards, a tagline on your website, or it can be the final component of your positioning statement.

The Core of Your Strategy

The Positioning

.

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

Statement is where you need to begin when planning the messages in any marketing communications campaign. Think about how it can help you improve your marketing materials, your sales presentations, and your website home page.

It’s used as a lens th

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

Companies that provide selfless information through particip

ough which all of your marketing materials will filter to make sure that they’re communicating a consistent message about you. This is the key in establishing your brand identity, an identity that develops familiarity with Agents that they come to trust

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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Risk management concepts have been around for several years since now, but they have generally been bounded to the financial or safety area. Today, the supply chain is where risk management is assuming a critical role, since it is where risk becomes most damaging for a company. Despite this, supply chain managers have so far kept on striving their efforts on efficiency gains, responding to the cost squeeze at the expense of increasing the risk of disruptions. This article provides a brief overview of some basic concepts related to Supply Chain Risk Managment (SCRM).

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