Digg It - Business

One of the most critical but overlooked parts of business success is using your identity. If you want to build a successful business you have to strike the word image from your vocabulary right from the start. Webster’s Dictionary defines image as an imitation or r

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

epresentation of a person or thing. On the other hand, identity is defined as, the condition or fact of being the same in all qualities.

Identity is based on truth and honesty. Image is often false and misleading. It something you are not. Prospects and customers

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

Examples of combination products may in

re very good at knowing the difference between an identity and an image. Companies that portray their true identity also have integrity and that is always at the top of the list for the reasons why customers buy.

Companies will spend hours, days, and even weeks tr

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

ing to decide what image to portray. They come up with all sorts of things to portray to the public as part of their image with no regard to who they really are and they types of people that make up their organization. Unfortunately, at some point during their mark

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

eting campaign, the whole thing usually backfires.

Prospects will come into a business, order by phone, or order through a Web site and learn that the company is not who they held themselves out to be in the first place. They find that the company is different, no

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

Combination pro

bad, but different. This makes the prospect unconsciously feel ripped off. The prospect will feel that he or she has been victimized by your misrepresentation. They will feel this way because you communicated an image that had little basis in reality, only in hope

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

An identity is automatically honest. If you communicate your real identity, people feel a sense of relaxation when they contact you because they see, again on an unconscious level, that you are exactly who you portrayed yourself to be. They know that you did not

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

misrepresent your personality, so they are more likely to believe other things you say. People will feel connected with your business because they trusted you and you did not betray that trust.

Whether you’re just starting a business or you have an existing bus

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

ness, you must begin changing and evolving your entire business to fit your identity. Whatever type of business you are in, always remember the business is an extension of you and all the employees that work in the business. So always make sure you have the emplo

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

ees in place to portray who your company really is. If you are a strong outgoing person, and you want to position your business as a strong and innovative leader in the field, you wouldn’t want a staff of shy introverted people.

Your identity must be clear. Make s

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

re there is never any confusion as to who your business is. You should always be consistent and portray the same identity everywhere, over and over. If your identity is confusing or inconsistent in any way, then your customers will also be confused and they won’t

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

Following aspects would a

do business with you for very long.

Always reinforce your identity with your actions. For example, if you preach personalized service, you need to qualify your identity by actually spending a certain amount of one-on-one time with your customers. If you talk about

dd to the challenges in developing combination products:

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

your large, helpful staff, then make sure you have one. If you promise a unique specialty, then back it up by offering a focused blend of products and services based on that specialty.

The consistent use of your identity will make a long-lasting impression on your

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

target market and help your prospects instantly recognize your business. Just like your personal identity, you want those who have seen your business before to be able instantly recognize it. Your business identity must make a lasting and positive first impression,

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

so always keep it professional, consistent, and up-to-date.

Because your identity is the basis for a truthful, strategic marketing campaign it will help build your brand identity. Branding creates both a business and an emotional bond to your product and service.

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

Branding is what makes prospects aware of your business and the benefits your products and services offer to them. Branding is how your business is known in the marketplace.

Steer clear of anything the even resembles an image, and instead build your company around

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

Professional from academic institutions, pharmaceutical industries, health care indust

your identity. Make sure you ads, brochures, Web site, letters, e-mails, graphics, office, sales people, telephone demeanor, and all your employees reflect your identity. It will make your customers feel good about doing business with you.

Remove the whole concept

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

of image from your marketing. People who patronize your business will enjoy an honest personality. By conveying yours, you will be giving your prospects and customers what they want and what they unconsciously need. When you do this you’ll find that the entire bus

.

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

ness process gets easier once you’ve embraced the idea of communicating your identity.

Whether you are a one person consultant or a ten person service organization, every business needs a strong identity to be successful. Always remember, people do business with e

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

Companies that provide selfless information through particip

hical people they can trust. Always be as honest as you can be with your customers. And by communicating and then living up to your identity you’ll be building rapport and trust.

Copyright(c)2004 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide

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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The key to attracting a potential customer's attention in any form of marketing is your headline. Here are three key steps that your headline must accomplish if it is to draw the reader further into your offering:

Hurting your sales efforts can be accomplished easily with the proper guidance. The following effective yet simple ideas are designed to generate results when implemented into your sales strategy. • ...

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