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Digg It - Attracting Clients With Incremental Marketing
Do you ask prospective clients to go too far?
Must your new clients take a “leap of faith” when they engage you?
Or do you gradually draw them closer using a series of pre-planned contac
Must your new clients take a “leap of faith” when they engage you?
Or do you gradually draw them closer using a series of pre-planned contac
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
ts designed to address their concerns and build their trust in you.
Too many service providers wait for potential clients to take that leap of faith. And in doing so, they force their wou
Too many service providers wait for potential clients to take that leap of faith. And in doing so, they force their wou
; 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
ld-be clients into making an all-or-nothing choice.
Prospects either say, “Yes, we want you” or they never contact you.
This is a high-risk strategy for both your prospect and yourself.
Prospects either say, “Yes, we want you” or they never contact you.
This is a high-risk strategy for both your prospect and yourself.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
It is risky for your prospect because they could feel as though they have to make a decision before they feel comfortable about working with you. They haven’t got to know you yet. Do they
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
have all the information they need? How do they know if they do?
It’s a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decis
It’s a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decis
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ion. Have you spoken with your prospect and impressed them with your insight and expertise? Have you had a chance to understand what your prospect really wants to achieve? Probably not.
A
A
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
more effective way to attract clients is to create a path of contact points. At each point you give your prospect a reason to proceed to the next point.
I call this “Incremental Marketin
I call this “Incremental Marketin
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
”.
When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibili
When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibili
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ty, and answer any concerns.
Get them to take the next step, not a leap of faith.
With this approach you’ll also have the opportunity to explain how you work with clients and suggest the
Get them to take the next step, not a leap of faith.
With this approach you’ll also have the opportunity to explain how you work with clients and suggest the
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
best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
a demonstration etc.
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points”
Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.
The “path of contact points”
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
will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.
Examples
A business management consultant may create this
Examples
A business management consultant may create this
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
path:
1 - Article published in industry journal.
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #
1 - Article published in industry journal.
2 - Link to web site for more information.
3 - Contact page on web site (or a phone call/message from prospect).
4 - Personal contact #
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
1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.
5 - Send supporting documents (such as business profile or report).
6 -
5 - Send supporting documents (such as business profile or report).
6 -
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
ersonal contact #2 - meeting with prospect in person.
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Cli
7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.
8 - Cli
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
ent agrees to commence.
A computer support technician may create this path:
1 - Referral from client or networking contact.
2 - Personal contact #1 - by phone. Ring prospect to:
2a - R
A computer support technician may create this path:
1 - Referral from client or networking contact.
2 - Personal contact #1 - by phone. Ring prospect to:
2a - R
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
equest meeting.
2b - Provide introductory information/background.
3 - Send additional written information via post or email (a report, profile, or link to web site information).
4 - Per
2b - Provide introductory information/background.
3 - Send additional written information via post or email (a report, profile, or link to web site information).
4 - Per
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
sonal contact #2 - meeting with prospect. Discuss the clients computer environment; suggest a “System Diagnosis” as a starting point to identify areas that need attention.
5 - Client agre
5 - Client agre
.
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
es to commence.
Remember, in most cases prospects are looking to minimise their risk in choosing a service provider. They want to feel secure with their decision. Incremental marketing he
Remember, in most cases prospects are looking to minimise their risk in choosing a service provider. They want to feel secure with their decision. Incremental marketing he
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
lps you to work with human nature, instead of fighting against it.
Don’t force prospects to take a leap of faith to choose you, because usually they won’t.
(c) 2005 Marketing Nous Pty Lt
Don’t force prospects to take a leap of faith to choose you, because usually they won’t.
(c) 2005 Marketing Nous Pty Lt
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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