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Subjects - Marketing - All About Focus
Marketing would appear to be the great buzz word of the decade. Every self-respecting business team talks about it, yet many of us aren't even sure what it is, and even more are uncertain of how they should be doing it.
In Marketing -the next level we looked at some of the most important def
In Marketing -the next level we looked at some of the most important def
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
initions, and pointed out that marketing is simply about bridging the gap between the producer and the consumer. It's not about what you're trying to sell, it's about who you're trying to sell it to, what they want from you, and how to give it them. It really is that simple.
This is all very
This is all very
; 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
good in theory, but one of the main problems with marketing is that while it makes complete sense when reading about it, applying it to the real world can often prove to be a different matter. One of the simplest and most effective ways to do so is to focus on the consumer.
How to attract ne
How to attract ne
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
w customers to your product and website is the constant quandary of many businesses, small or large. But the fact is that no matter what method you use to do so, it's a hard, slow and often expensive process. Logically, we can therefore assume that we should, and indeed must, apply some of ou
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
energies to retaining existing customers.
The question is why we lose so many potential customers before they've even had a chance to reach for their wallets. There could be many reasons for this. Some may no longer require what you're selling, some may simply forget about you, and inevitab
The question is why we lose so many potential customers before they've even had a chance to reach for their wallets. There could be many reasons for this. Some may no longer require what you're selling, some may simply forget about you, and inevitab
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ly, some may feel (rightly or wrongly) that you don't provide what they need or want.
While there is little that you can do if they genuinely have no need for the product or service you're selling, everything else is completely under your control.
Why Are You Losing Customers?
If, for exam
While there is little that you can do if they genuinely have no need for the product or service you're selling, everything else is completely under your control.
Why Are You Losing Customers?
If, for exam
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
le, a customer did use your product in the past, but no longer has any need for it, then something must have changed. Is it perhaps new technology that you're not keeping up with, a gap in your product, or incompatibility with other software? Identify what's changed, and if possible, address
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
those needs.
If the reason is a competing product, then go after the product's features with a vengeance, and build on them. Don't constrain yourself by only providing the bare basics of what the consumer wants. Give them what they could use, and show them features that they've never even th
If the reason is a competing product, then go after the product's features with a vengeance, and build on them. Don't constrain yourself by only providing the bare basics of what the consumer wants. Give them what they could use, and show them features that they've never even th
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ught of before. While no-one in their right mind goes shopping for a new car based on the stereo and seat linings, the fact is that sometimes these add-ins may prove to be the make-or-break features in choosing their purchase. Throw them in.
On the other hand, if the potential customer doesn
On the other hand, if the potential customer doesn
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
't even realise what you're offering, then you're doing something very wrong. Have you ever come across a site with the make-or-break fact that persuades you to buy the product, hidden away four clicks into the web site? I certainly have, and it's far from rare.
Realistically, chances are th
Realistically, chances are th
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t a large number of your website visitors won't go beyond the front page, so don't hide the juicy details buried in the depths of your site. The most important sales facts should be plain to see from the moment your main page loads. A book may not be judged by its cover, but a website certain
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
ly is. Catch their attention the moment they arrive, entice them in with tasty titbits, and you've got them.
Sell The Benefits, Not Just The Features
I've said it many times before, and I'll say it many times yet. You have to sell the benefits of your software, and not just it's features. A
Sell The Benefits, Not Just The Features
I've said it many times before, and I'll say it many times yet. You have to sell the benefits of your software, and not just it's features. A
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
long feature list looks great to the person who's thinking about buying the software, but until they realise that they need or want it in the first place, it'll barely even register.
Take an imaginary graphics file viewer as an example. If the front page for the product is one long feature l
Take an imaginary graphics file viewer as an example. If the front page for the product is one long feature l
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
ist, with an impressive 60+ supported formats on display, that's all very well and good. But will the three-second-a-site visitor be interested? Probably not. They're not looking for what the software is capable of, they're looking for what the software can do for them.
If however you sell t
If however you sell t
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
e fact that the file viewer can SAVE TIME AND MONEY, ALLOW YOU TO ACCESS YOUR COLLEAGUES FILES and VIEW ALL YOUR EMAIL ATTACHMENTS, then you're far more likely to grab their attention.
Feature lists are for shareware sites and magazine reviews. People want benefits and solutions. Again, it g
Feature lists are for shareware sites and magazine reviews. People want benefits and solutions. Again, it g
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
oes back to the consumer.
Once you know what they're looking for, spoon feed it to them in just the right way, with all the information and details they need, and a little bit of icing never goes amiss either.
As for the people who click on the features list, chances are that they don't nee
Once you know what they're looking for, spoon feed it to them in just the right way, with all the information and details they need, and a little bit of icing never goes amiss either.
As for the people who click on the features list, chances are that they don't nee
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
convincing that they may have a use for the software, they're looking for more reasons to buy it. They're looking for as many facts as possible to satisfy their wallet, boss, spouse or conscience. Give them what they want.
And remember not to go for too blatant a sales pitch. People are str
And remember not to go for too blatant a sales pitch. People are str
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ange, and although the average person loves to buy things, they hate being sold to! The difference? Make them want what you're selling, don't just shout BUY at them! Satisfy their needs, meet their requirements and show them that you're the answer they're looking for.
Never forget that you'r
Never forget that you'r
.
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
not selling to objects. You're selling to people. In order to reach them, you have to start thinking like one of them!
Spend time finding out how your existing customers use your software, what made them choose your product, and why they continue to use or enjoy it. See if any patterns emer
Spend time finding out how your existing customers use your software, what made them choose your product, and why they continue to use or enjoy it. See if any patterns emer
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
ge, and use this information to focus on your strengths and also your opportunities. Then apply what you've learnt to your product literature, your banner ads, your email signature, your advertising campaigns and above all your website. Be seen, be sold.
Copyright 2005 SharewarePromotions Lt
Copyright 2005 SharewarePromotions Lt
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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