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Digg It - Be Non-Checkoffable
People make mental notes.
Notes that indicate whether or not they like you.
Notes that indicate whether or not they should do business with you.
Notes th
Notes that indicate whether or not they like you.
Notes that indicate whether or not they should do business with you.
Notes th
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
at indicate whether or not they should refer their friends to you.
And if you read Blink by Malcom Gladwell, you learned that people make these mental notes qui
And if you read Blink by Malcom Gladwell, you learned that people make these mental notes qui
; 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
kly. Like, within a few seconds.
(Yikes!)
These “people,” represent a certain pool of individuals.
Customers, prospects and strangers who are exposed to you, you
(Yikes!)
These “people,” represent a certain pool of individuals.
Customers, prospects and strangers who are exposed to you, you
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
brand and your values…
Who are just WAITING to check you OFF.
Or, check you ON.
Your challenge, then, as my mentor Jeffrey Gitomer says, “Is to be yourself so yo
Who are just WAITING to check you OFF.
Or, check you ON.
Your challenge, then, as my mentor Jeffrey Gitomer says, “Is to be yourself so yo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
become non-checkoffable.”
Become non-checkoffable. THAT is the critical key to making an UNFORGETTABLE first impression.
See, because they’re based on instinct a
Become non-checkoffable. THAT is the critical key to making an UNFORGETTABLE first impression.
See, because they’re based on instinct a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
d emotion; and because they’re usually correct, the first impressions people form about you will probably stay in their minds forever.
WHY? Because people put pres
WHY? Because people put pres
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
ure on themselves to behave consistently with their own existing commitments.
This is known as the primacy effect. Meaning, the information people see or le
This is known as the primacy effect. Meaning, the information people see or le
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
rn about you is more powerful than what is learned later.
FOR EXAMPLE: You meet someone at a conference. He says something that sort of rubs you the wrong way. Th
FOR EXAMPLE: You meet someone at a conference. He says something that sort of rubs you the wrong way. Th
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
n, somewhere in the back of your mind you think, “OK brain, I’ve just decided that I don’t like this new guy Steve. Make a mental note to check him off.”
And that’
And that’
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
it. In your mind, he’s a gonner. Adios Esteban!
You’ve checked him off. On the other hand, if you don’t want to end up like Steve, consider these three suggesti
You’ve checked him off. On the other hand, if you don’t want to end up like Steve, consider these three suggesti
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ns to avoid getting checked off:
1. Consistency. Between your words and actions. Between your values and vocation. Between your emails, phone calls and co
1. Consistency. Between your words and actions. Between your values and vocation. Between your emails, phone calls and co
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
nversations. Because consistency is far better than rare moments of greatness.
2. Commitment. To service. To approachability. To delivering value. And m
2. Commitment. To service. To approachability. To delivering value. And m
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
st importantly, visually reminding people that you’re committed to them.
3. Coolness. Just relax. Don’t get caught up in the potential frenzy of first impr
3. Coolness. Just relax. Don’t get caught up in the potential frenzy of first impr
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
ssions. If you’re on a sales call, about to attend a conference or meet a prospect for lunch, try a few breathing exercises first. Whatever it takes to calm down a
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
d stay cool.
KEEP IN MIND: some people (about 10%), no matter how hard you try to convince otherwise, WILL check you off.
Don’t sweat it. They probably check every
KEEP IN MIND: some people (about 10%), no matter how hard you try to convince otherwise, WILL check you off.
Don’t sweat it. They probably check every
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
ody off. Which is why they probably have no friends.
Forget about the 10 and focus on the 90.
Practice consistency, commitment and coolness, and the majority of p
Forget about the 10 and focus on the 90.
Practice consistency, commitment and coolness, and the majority of p
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
ople you meet will check you ON.
LET ME ASK YA THIS...
What makes YOU check someone off?
LET ME SUGGEST THIS...
Email me with your best tips for being no
LET ME ASK YA THIS...
What makes YOU check someone off?
LET ME SUGGEST THIS...
Email me with your best tips for being no
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
-checkoffable!
© 2007 All Rights Reserved.
Scott Ginsberg, aka "The Nametag Guy," is the internationally recognized author of four books, including "The Powe
© 2007 All Rights Reserved.
Scott Ginsberg, aka "The Nametag Guy," is the internationally recognized author of four books, including "The Powe
.
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
of Approachability" and "How to be That Guy." He delivers speeches and publishes online learning tools that help businesspeople make a name for themselves - one co
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
versation at a time. He can be reached at 314/256-1800 or you can email Scott directlyscott@hellomynameisscott.com
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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