Subjects - Business

Have you ever had a conversation with a person who wasn't listening to anything you said?

This one-way communication experience is a big turn-off and many times frustrating to cope with at the time.

Is this occurring in your marketing? Oops, no one w

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

ants to think of their business as turning a deaf ear to their market. Yet it can be easy to do since most of us have a jammed packed life already, with little time to spare let alone to listen to what our market is saying. Yet, we can't afford not to, or

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

Examples of combination products may in

we lose our revenue. Relying even 40 percent on push marketing turns off the sound to your market. Okay, Catherine, what is push marketing?

Push marketing is when you use brochures, flyers and other material -- including your business card -- and you pus

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

h them out into the market praying all the time you are doing it, hoping they read them and will take the action you want them to. This is an easy rhythm to get into because it allows you to hide and not feel any rejection. Yes, if you don't know who the

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

are, they can't reject you.

Materials are supporting documentation and should never be used to push what people need to buy from you. Yet, business owners, especially independent professionals and newbie’s (under 3 years in business) use push marketing

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

Combination pro

to frequently to "feel" like they are marketing. Then when the response rate is nil or real small, which is always the case, they get disappointed, give up (major reason for dissolutions in the first 3 years of businesses), and begin to think they can't m

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

rket, or marketing is "t-o-o" hard.

Then they walk around pointing out why people aren't buying. Take a moment, do it now before you forget, and make a quick list of what you use to market your service -- brochures, business card, flyers, what else? Yes

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

, most web sites are push marketing -- you need to push people to get them to visit. Of course, there are some exceptions.

Now ask, "How much do I count on for these materials to market for me? Do you go to networking events and push your business card

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

into everyone’s hand?" Oh, did you feel that whoosh of negative energy with that sentence? I sure did. Next time, keep those business cards in your pocket until asked for one and then still hesitate to give it out without some boundaries or criteria.

W

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

hy, because a business card has all your contact information on it. U-know, name, phone number, and maybe a logo that took you a year or two to develop that your market could care less about.

Your business card doesn't say how kind, understanding, carin

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

or what you know or the value you bring to your clients. Its just flat energy.

Well, then, Catherine, how can you do this differently? Thought you would never ask.

Be creative. Think of a few things you would prefer to do to establish a relationshi

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

Following aspects would a

p with your market. How about printing a copy of your ebook or latest article and discussing the topic instead of handing out a business card. Take one or two copies with you to give to qualified leads.

If someone else sees you giving the ebook out, and

dd to the challenges in developing combination products:

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

you want them to, invite them to a free upcoming teleclass and say its part of the handouts (even if it isn't). Take out a small note sheet that has your name, web site, and phone number printed on them (here's a vendor I recommend if you don't have any of

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

these already -- various sizes -- Day Timer http://www.daytime.com), and write down the name, date and time of the next teleclass and tell them they can register by visiting your web site.

KEY: The moment you use ink

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

and take the time to write it down it, you move from push marketing to relationship building marketing.

Make it your goal to connect and begin building a relationship with your market. Look around and take measurement on how you are using with your mate

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

rial. Create a "measurement moment" and check in regularly. I do. Ask, "How can I do something different this week that builds connections?" Make a list of one or two you can do differently. Then test them. Be creative.

Ask, "How can I learn about

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

Professional from academic institutions, pharmaceutical industries, health care indust

t least one of their challenges?" After you do, spend some quality time thinking how your product or service answers that challenge. If not, and it fits into your niche, then ask the universe to send you some options on how you can. This will open new do

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

ors of creative flow for you.

Remember, this is a learning curve, behavioral change, and shift in mentality. So, adapt and adopt with patience and love.

When you connect with others you double, even triple your attractiveness and money. Solo attract

.

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

solo.

Questions to support your evolution

> Is your marketing communication two way?

> Is your push marketing percent too high?

> How can I ask prospects to share with me their biggest problems or challenges?

> How does that relate to w

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

Companies that provide selfless information through particip

hat I am offering?

> How can I change this right now?

> Have I put my "measurement moment" on my regular agenda for next week, next month?

> What 3 questions can I have in my arsenal for my next point of contact (include e-mail in this as well)

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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Lack of cash flow planning is the reason why many businesses fail. In fact, many PROFITABLE businesses fail because of cash flow issues. Without adequate cash flow, you can't pay your bills and you can't make plans for your business.

These days an internet marketing strategy plays a vital part of small business marketing strategies (or any size business marketing strategies for that matter). Web site marketing is an important part of just about any business, small or large.

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Subjects - Knock, knock. Who's There? Your Target Market, Are You Listening?

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