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Let's get something out of the way. Yes, you ARE special. Yes, you ARE different. Yes, your brand IS unique.

Your brand marketing system however, doesn't have to stand out and take notice. It does need to ex

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

ist and it needs to work FOR you, consistently.

As a small business branding coach, I am often presented with the question, "but that will never work in my business," or "we've never done it that way, so it

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

Examples of combination products may in

ust won't work."

Phooey!

Achieving the results you want in your small business is possible if you apply these four brand marketing success keys. These four keys apply to any and every business. If yo

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

u don't have this formula implemented in your business infrastructure, it's not too late to start.

SUCCESS KEY #1

Lead generation is the lifeblood of all businesses. But it's not getting leads that's

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

important -- it's about getting good quality leads.

There's a big difference. But first, you have to identify them!

Sure, you're thinking that's obvious. But ask yourself this - can you describe your ideal

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

Combination pro

lient as though they were one person? When you can imagine your ideal client as a living, breathing, human being instead of a 'target' to go after, you are creating the foundation for a marketing communicatio

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

n system that is personal, relatable and memorable.

Here's an example: Sally is a 41 year old former administrative assistant who loves to craft, has two small children that are active in sports, particip

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

tes in PTA functions, does all she can to help out in her community with an emphasis on animal rights issues, and has a passion for helping people live the American dream by buying their first home.

S

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

UCCESS KEY #2

Knowing your client intimately places you at an advantage in your market because you will now know exactly where to find them in great number. Using Sally from the example above, you can be

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

you'll find others like Sally at; soccer and other ball games, philanthropic and other fund raising events in your community, craft shows, pet adoption fairs, get the idea? If you know your ideal client does

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

not frequent the usual business-networking event, why would you attend?

SUCCESS KEY #3

Now that you know where to find your most ideal clients and customers, you'll need to develop a system to conver

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

Following aspects would a

t a high percentage of them into leads you can engage with. This is where you get to show-off your brand a little and involves sharing your brand story in a compelling, unique and remarkable way. How do you c

dd to the challenges in developing combination products:

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

rrently invite people into your 'world.' Do you try to sell them your wares upon first meeting them?

I liken this step to dating. If you met someone for the first time and they immediately asked you to hit t

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

he sheets, it would be a huge turn off. If you're immediately trying to sell someone you've just met, you are missing an opportunity to establish a long-term relationship. Are you looking for the equivalent o

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

the business one-night stand or a lasting relationship? There's nothing remarkable about an approach that's overused, and predictable.

SUCCESS KEY #4

If you've followed the success keys, and done so

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

in the right order, you have a plethora of ideal clients and customers that are curious about you and your business. Your job now is to retain them so you can sell your products or services to them and do so

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

Professional from academic institutions, pharmaceutical industries, health care indust

on a regular basis.

While it may seem like an obvious step, far too many small businesses drop the ball at this success key, because they don't have a solid method for nurturing their business relationships.

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

And, they think the nurturing should only happen after someone has made a purchase.

Not true.

If you're not also coveting those folks that say 'no' or 'not yet,' you are missing an opportunity for future bu

.

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

siness from them when they are ready. To replace them costs you time, and money.

You can see from the steps above that this marketing communication system is a system that can work in any business. While you

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

Companies that provide selfless information through particip

brand is unique and special, the process you follow to market that brand need be simple and one you can duplicate in your business each and every time you got to market.

©2007 Liz Pabon. All rights reserved

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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As your cleaning business grows, one of the first things you will have to do is hire employees. Of course, this means that you must decide on how much you are going to pay before you start interviewing and hiring new cleaning staff.

After years of running various small businesses I have finally come to conclude that people are bad for your profits!

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