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Digg It - Networking- Your 30-Second Commercial
Would it surprise you to learn that most business people do not have a 30-second commercial (otherwise known as an elevator speech)? In my travels, even those at the highest level have not completed a few versions to suit any occasion in which they might be asked the age-old question, “What do you do?”
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
It is not only prudent but truly crucial that you be able to simply and quickly describe what you do and who your target audience is no matter the occasion. The purpose of your 30-second commercial is to tell who you are, who your company is, and what you do. In addition, it asks one or more power ques
; 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
ions, makes a power statement that shows how you can help others and ends with why the prospect should act now.
Tips for Creating Your Personal Commercial
Follow your plan. When you write a business plan, you prepare the executive summary last because you can’t effectively summarize something you have
Tips for Creating Your Personal Commercial
Follow your plan. When you write a business plan, you prepare the executive summary last because you can’t effectively summarize something you have
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
’t already thought out. The same holds true with your personal commercial. Write your personal business plan first. Then, align your personal commercial with your mission and the roadmap you have developed for achieving it.
Make it memorable. Apart from the need to exchange pleasantries, you tell other
Make it memorable. Apart from the need to exchange pleasantries, you tell other
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
people what you do for two reasons: they might have a need for your services or they might know someone else who has a need for your services. In either case, they should remember enough of what you told them so that they think of you when the need arises. To make your personal commercial memorable:
•
•
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
se an energetic group of words that leaves them wanting more!
• Avoid using industry jargon unless it’s absolutely necessary.
• Talk about benefits… “I help lawyers find ways to win more business from existing clients.”
• Speak slowly, audibly and clearly.
• If possible, personalize
• Avoid using industry jargon unless it’s absolutely necessary.
• Talk about benefits… “I help lawyers find ways to win more business from existing clients.”
• Speak slowly, audibly and clearly.
• If possible, personalize
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
it -- for example a trademark attorney speaking to someone who has expressed concern about cyber squatters might say ”I protect companies from cyber squatters,” in addition to saying “I am a trademark attorney.”
Keep it simple. Test your personal commercial on a seven-year-old. If they can’t understand
Keep it simple. Test your personal commercial on a seven-year-old. If they can’t understand
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
what you do, then you need to do some editing.
Have more than one version. The level of detail you provide at a cocktail reception is often very different than the detail you provide during a client meeting. You need to be prepared with at least two (preferably even three versions) of your 30-second co
Have more than one version. The level of detail you provide at a cocktail reception is often very different than the detail you provide during a client meeting. You need to be prepared with at least two (preferably even three versions) of your 30-second co
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mercial. The first version is quick—perhaps one or two sentences. The second version is as long as one or two paragraphs and should expand on the information provided in the first version. For example, you might expand on your responsibilities or explain in greater detail what your firm does. The third
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
ersion lasts one or two minutes and could include further explanation of the second version as well as key clients, case studies and other information relevant to the current audience.
Primary Goal of the 30-Second Commercial
To develop a series of sentences that take 10-30 seconds to articulate, shar
Primary Goal of the 30-Second Commercial
To develop a series of sentences that take 10-30 seconds to articulate, shar
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ng how you add value to your customer’s business and life. The purpose isn’t to tell the other person everything that you do. It’s to keep them from saying: "So what!" "We’ve already got something like that." "We’re all set." or "Good-bye!"
30-Second Commercial Outline
Name and Title … Hi, my name i
30-Second Commercial Outline
Name and Title … Hi, my name i
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
Honor?e Corpron, Visionary, Business Strategist and Performance Coach.
Company Name … My company is Honor?e Enterprises.
Creatively say what you do … I work with CEOs, senior level professionals and entrepreneurs to achieve profit-doubling growth in 60-80% less time than it would take them to do it o
Company Name … My company is Honor?e Enterprises.
Creatively say what you do … I work with CEOs, senior level professionals and entrepreneurs to achieve profit-doubling growth in 60-80% less time than it would take them to do it o
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
their own.
Insert your Power Question … Wouldn’t it be great to be able to reach achieve more goals in the next 12 months with support than you could achieve on your own in the next decade?
Insert your Power Statement (how you help) … I think I might be able to help you. Let’s get together to discuss
Insert your Power Question … Wouldn’t it be great to be able to reach achieve more goals in the next 12 months with support than you could achieve on your own in the next decade?
Insert your Power Statement (how you help) … I think I might be able to help you. Let’s get together to discuss
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
ways to implement systems and strategies into your business to help you be the most effective and efficient you can be, all while maintaining balance in your life.
Why the prospect should act now … Would you like to schedule a brainstorming session, or have lunch or coffee to see if I can be of assista
Why the prospect should act now … Would you like to schedule a brainstorming session, or have lunch or coffee to see if I can be of assista
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
ce to you?
Creating your 30-Second Commercial. First, list five ways you improve your clients’ business, save them money or money, and/or help them to get more of what they want. Then list five reasons why people do business with you. Combine the most important elements into your 30 Second Commercial.
Creating your 30-Second Commercial. First, list five ways you improve your clients’ business, save them money or money, and/or help them to get more of what they want. Then list five reasons why people do business with you. Combine the most important elements into your 30 Second Commercial.
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
Power Questions
The Power Question qualifies the prospect and sets up your response. Use these five questions when formulating the Power Questions in your 30-Second Commercials:
1. What information do I want to get as a result of asking this question?
2. Can I qualify my prospect as a result of this
The Power Question qualifies the prospect and sets up your response. Use these five questions when formulating the Power Questions in your 30-Second Commercials:
1. What information do I want to get as a result of asking this question?
2. Can I qualify my prospect as a result of this
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
question?
3. Does it take more than one question to find out the information I need?
4. Do my questions make the prospect think?
5. Can I ask a question that separates me from my competitor?
Here are some lead-ins to Power Questions that will expose areas of need:
• What do you look for …?
• What
3. Does it take more than one question to find out the information I need?
4. Do my questions make the prospect think?
5. Can I ask a question that separates me from my competitor?
Here are some lead-ins to Power Questions that will expose areas of need:
• What do you look for …?
• What
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ave you found …?
• What has been your experience …?
• How do you propose …?
• How have you successfully used …?
• How do you determine …?
• Why is that a deciding factor …?
• What makes you choose …?
• What is the one thing you would improve about …?
• Are there other factors …?
• What does you
• What has been your experience …?
• How do you propose …?
• How have you successfully used …?
• How do you determine …?
• Why is that a deciding factor …?
• What makes you choose …?
• What is the one thing you would improve about …?
• Are there other factors …?
• What does you
.
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
competitor do about …?
• How do your customers react to …?
• How are you currently …?
• What are you doing to keep …?
• How often do you contact …?
• What are you doing to ensure …?
Using some of the lead-ins above, as necessary, make a list of 25 Power Questions that make the prospect think and
• How do your customers react to …?
• How are you currently …?
• What are you doing to keep …?
• How often do you contact …?
• What are you doing to ensure …?
Using some of the lead-ins above, as necessary, make a list of 25 Power Questions that make the prospect think and
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
ive you the information you need:
Combining all of the necessary elements in creating your 30-second commercial, along with mastering your Power Questions will assist you in attracting more of the clients and customers you want to work with – and they’ll know exactly why they should hire you right away
Combining all of the necessary elements in creating your 30-second commercial, along with mastering your Power Questions will assist you in attracting more of the clients and customers you want to work with – and they’ll know exactly why they should hire you right away
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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