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Digg It - The Words That Win New Business
When I first set up in business on my own I couldn’t afford to advertise. My tactic was to write to businesses I thought would make good clients and a
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
sk them to see me.
You have to understand that I thought I knew a fair bit about marketing communications. The first eighteen years of my career had
You have to understand that I thought I knew a fair bit about marketing communications. The first eighteen years of my career had
; 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
been spent working in some of the world’s greatest advertising agencies.
I’d studied the methods of the greats like Leo Burnett, Claude Hopkins, John
I’d studied the methods of the greats like Leo Burnett, Claude Hopkins, John
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
Caples and David Ogilvy. The agencies I worked in had been suppliers to the likes of Pepsi, Kelloggs and Green Giant for half a century. Accounts like
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
that are so valuable that other agencies are constantly trying to prize them away. You have to be good to hold on to good accounts for even a few yea
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s.
With a pedigree like that you’d think I’d know how to write a decent letter, to craft a few words that would win me some new business. But you’d h
With a pedigree like that you’d think I’d know how to write a decent letter, to craft a few words that would win me some new business. But you’d h
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
ave lost your money if you’d bet on me at that time.
One day, in a fury of frustration, I bundled all my prospecting letters together and sent them t
One day, in a fury of frustration, I bundled all my prospecting letters together and sent them 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
the best copywriter I’d ever met to ask for her advice.
Her name was Morag Maclean and this is how we met. I’d been working on a major insurance acc
Her name was Morag Maclean and this is how we met. I’d been working on a major insurance acc
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ount for two years when she was assigned to the team. The first ad she wrote was so persuasive that I went out and bought a policy.
Morag must have b
Morag must have b
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
en directly descended from Robbie Burns and Robert Louis Stevenson – she used words in a natural, yet meaningful way. There was a ring of truth about
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
everything she wrote.
She sent my letters back with a short handwritten note which said: “You haven’t found your “voice” yet. You’re shouting, your l
She sent my letters back with a short handwritten note which said: “You haven’t found your “voice” yet. You’re shouting, your l
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
etters don’t sound like you. Just tell them what you’ll do for them using the voice in which you normally speak. And don’t forget to keep writing to 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 same people. Like all good things, once is never enough.”
With Morag’s advice I sat down and crafted letters. I wrote one a day for ten straight da
With Morag’s advice I sat down and crafted letters. I wrote one a day for ten straight da
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
ys. All the time looking for that “ring of truth” that would make people believe that they would really benefit from my services.
When I finished eac
When I finished eac
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
letter I put it away in my bottom drawer. And when there were ten letters there I took them out and read them out loud. The two I though best I sent
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
to Morag to ask if they sounded like me.
One letter came back. It had a large blue “tick” which ran from the bottom left of the page up to the top ri
One letter came back. It had a large blue “tick” which ran from the bottom left of the page up to the top ri
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
ht. In the bottom right corner she had drawn a small heart and written “Morag” underneath.
That letter opened the door of the mighty P&O shipping com
That letter opened the door of the mighty P&O shipping com
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
pany.
Once I’d found my “voice” winning new business became a whole lot easier. Words seemed to come more naturally and I built an enviable clients l
Once I’d found my “voice” winning new business became a whole lot easier. Words seemed to come more naturally and I built an enviable clients l
.
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
st. Now I feel entitled to call myself a Marketing Expert.
Helping others to find their “voice” is one of the most important parts of my work today.
Helping others to find their “voice” is one of the most important parts of my work today.
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
It is also one of the toughest. But the rewards for mastering the art of using the right “voice” come when you win new business. Then it seems so easy
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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