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Digg It - Grab Your Audience by Focusing on Benefits
Have you ever chosen to pay attention to someone just because they were so self-absorbed they didn’t even know you were in the room? Of course not! We pay attention to people who take an interest in us. If we want our readers to pay attention to us, we better pay attention to them!
The people we come in contact with through the cours
The people we come in contact with through the cours
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
e of our jobs are human beings with feelings, needs, wants, and desires. When we take the time to figure out how what we have to offer fills one or more of their needs, we discover the way to grab—and keep—their attention. After all, if we don’t get their attention we can’t expect them to read long enough to get our message.
Understa
Understa
; 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
ding the Need
Okay, sounds simple enough. But how do we get their attention? How do we figure out how to tune in to their needs—especially when we can’t or don’t want to know them personally? There’s the challenge. Think in terms of what you’d want if the same offer were made to you. Would you buy your own product or concept if the m
Okay, sounds simple enough. But how do we get their attention? How do we figure out how to tune in to their needs—especially when we can’t or don’t want to know them personally? There’s the challenge. Think in terms of what you’d want if the same offer were made to you. Would you buy your own product or concept if the m
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rketing material for it focused on how the manufacturer ultimately benefits by your purchase? No.
For instance, think of all those advertisements you hear and see that offer you a variety of insurance. What is the reason those insurance companies are in business? To make money. After all, if they didn’t make money on the products the
For instance, think of all those advertisements you hear and see that offer you a variety of insurance. What is the reason those insurance companies are in business? To make money. After all, if they didn’t make money on the products the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
sell they wouldn’t be in business! But will you and I purchase their products if they told us they designed this great new insurance just so they’d have something else to sell? No way!
We will, however, buy that product if they can show us how it fills a gap we are currently experiencing—or if they make us aware of a gap that may oc
We will, however, buy that product if they can show us how it fills a gap we are currently experiencing—or if they make us aware of a gap that may oc
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ur in our futures. They focus, ultimately, on the benefit to us as the reason they developed this new type of insurance . . . because they know the benefit to us is what gets us to buy.
What if you have to notify employees of a change in a policy that affects them? Maybe it’s not a policy change they’re going to like, such as a reduc
What if you have to notify employees of a change in a policy that affects them? Maybe it’s not a policy change they’re going to like, such as a reduc
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
ion in the amount of personal time they can take. How are you going to find a benefit to sell that situation? Seems tough, but the benefits are there. Let’s see if we can brainstorm a few.
Brainstorming the Benefits
To get at the benefit to your readers, begin thinking about the “why” of this policy change to begin with. Is it to sa
Brainstorming the Benefits
To get at the benefit to your readers, begin thinking about the “why” of this policy change to begin with. Is it to sa
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 the company money by reducing lost employee work time? Let’s say the answer to this question is “yes.” In that case, what would be the downside or the consequence of the company leaving the personal time benefit as it is? Perhaps the current system is costing so much money that the company is considering laying off employees to redu
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e costs. If the personal time policy changed to reduce the amount of time available for employees to take at their own discretion, then when an employee did take time beyond the hours allowed they would be taken without pay. Therefore, the company would save money that would in the long run allow them to retain more employees.
In ord
In ord
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 to sell this policy change, the job becomes to convey this information to the employees so they understand the need to change the policy. Most resistance to change and most conflict arises from audiences not having enough information about the changes being imposed on them. Making them aware of the benefit to them of reducing person
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
l time may help them to understand the policy change. Increasing their awareness, however, does not guarantee they will be happy with the change. But it does help us lay the groundwork for getting the change across while encountering least resistance.
Asking the Right Questions
When you begin writing your documents, consciously focu
Asking the Right Questions
When you begin writing your documents, consciously focu
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
sing on the benefit to the reader, ask yourself these questions:
• What is the benefit to the reader of reading this document or of doing what I’m asking?
• What is the consequence if they don’t?
Continue asking the consequence question until you dig down two or three layers into the topic to discover the truest consequence. Once t
• What is the benefit to the reader of reading this document or of doing what I’m asking?
• What is the consequence if they don’t?
Continue asking the consequence question until you dig down two or three layers into the topic to discover the truest consequence. Once t
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
e consequence is established, it’s easier to begin looking for the benefit of doing what you suggest. Consider the following scenario:
We’ve developed a homeowner’s insurance policy to cover roof repairs for our customers who live in the Northern Nevada desert. What is the benefit to them of this policy? The customer's roof will be r
We’ve developed a homeowner’s insurance policy to cover roof repairs for our customers who live in the Northern Nevada desert. What is the benefit to them of this policy? The customer's roof will be r
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
paired through insurance should it become damaged. Is that persuasive enough? I don’t think so. So let’s look at it from the consequences side.
Last year, 430 homes in the urban areas surrounding Reno were damaged by high winds. Of these 430 homes, only 23 were covered by policies that directly covered roof damage. The remaining 407
Last year, 430 homes in the urban areas surrounding Reno were damaged by high winds. Of these 430 homes, only 23 were covered by policies that directly covered roof damage. The remaining 407
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
omes had no coverage. Consequently, their owners had to pay for their repairs out of pocket. Of these 407, 348 homeowners were unable to pay for the repairs without going into debt. The majority of them had to refinance their existing homes, take equity loans, or seek some other form of financing to make the repairs. This set them bac
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
in their goals toward reaching their retirement funding targets. It’s estimated that 80 percent of these homeowners will have to work beyond the point at which they had planned to retire in order to repay the debt for repairing their homes. Should they remain uncovered by insurance for this type of damage and a similar event occur, t
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
ey will sink deeper into debt—when an affordable addendum policy was available to them prior to the first event.
Putting it into Words
If we wrote a document marketing this policy to our clients, telling them this entire scenario would be manipulative and cheap. Most of our savvy readers would know what we’re doing and quit reading
Putting it into Words
If we wrote a document marketing this policy to our clients, telling them this entire scenario would be manipulative and cheap. Most of our savvy readers would know what we’re doing and quit reading
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ong before they found any benefit to them.
Instead, we use this scenario to help us find the selling point in the scenario. The selling point is to buy the policy now so that their retirement income will be intact. Rather than running the risk of needing to take out a loan for home repairs, purchasing this policy will ensure that sho
Instead, we use this scenario to help us find the selling point in the scenario. The selling point is to buy the policy now so that their retirement income will be intact. Rather than running the risk of needing to take out a loan for home repairs, purchasing this policy will ensure that sho
.
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
ld the worst happen they will be covered and need only make a simple telephone call to speed help their way.
Wrapping it Up
Whether it’s an insurance policy, a change in employee policy, an attempt to enlist support for an upcoming corporate event, coaching an employee to modify behavior, or pulling together a team for a project, fo
Wrapping it Up
Whether it’s an insurance policy, a change in employee policy, an attempt to enlist support for an upcoming corporate event, coaching an employee to modify behavior, or pulling together a team for a project, fo
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
using on the benefit to the individuals involved will more often encourage and create cooperation where before only resistance existed. Find the specific and personal benefit to your readers, and focus the document around that point. This will ensure your document has a reader-focus because you are focusing on what’s important to them
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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